Branding and identity are probably the two most important factors of any company no matter how big or small. Branding goes much deeper than your logo, and in fact a successful brand needs to be relevant to the market it operates in.
Your Brand is a reflection of you! So what is your brand actually saying?
Consider these questions.
Why do people choose to buy one brand over another?
Why are you unique from your competitors and what is your value proposition?
Great Brands Speak Out
There are many questions around a successful brand, and most of them start with you. What is the experience we are providing, is it special, and if so, how? How does it influence people? Is it your Brands voice, maybe it is the way you present yourself, the tone of your voice, or perhaps it is the way your staff interact with your clients? OR Maybe it is all of the above and more.
Brands need to be integrated into every level of your business and it is through your brands consistency and actions that help shape a successful brand. One people can relate to, remember and trust.
Consider these five Key Brand Elements:
- Brand Position
What do you do? What is your value and uniqueness? This is what determines why people will buy from you or use your services over your competition.
- Brand Promise
The Brand Promise is the single most important thing that your business promises to deliver to its clients. Every business decision and interaction should follow this brand promise, because this is the expectation you promise to deliver as the end result of clients doing business with you.
- Brand Personality
Your brand personality will generally be a reflection of you! It’s the traits you consider as idealistic and essential in life that will exude as your brands personality.
- Brand Story
The Brand Story illustrates the business’ history, along with how the history adds value and credibility to the brand. It also usually includes a summary of your products or services.
- Brand Associations
Brand Associations are anything and everything that make up your brand. This is your name, logo, colour palette, taglines, fonts, imagery and illustrations etc. Remember your brand associations must reflect your brand promise at all times.
Once you've developed and defined your brand, you must be CONSISTENT both internally and externally, and remember REPETITION is key to the success of the branding process.
Without consistency, brand awareness becomes impossible to achieve, no matter how much money you throw at marketing.