The 4 Fundamentals to Great Branding
Great branding is neither your trademark, your logo nor how amazing your advertising strategy is.
It’s much, much, more than that…
In our previous blog, we discuss ‘Brand Experience’ and the ability to master the varying touch points with your audience.
Great! So where do I start, I hear you ask?
Well, that is always a little daunting, however with these 5 key principles, you should be well on your way to creating a fantastic brand.
- Understand and establish your identity
Ask yourself the following questions.
What is the purpose of your brand and why should your customers choose it over its competitors?
What is your vision for the brand and how do you intend to achieve your goals?
Think how you want your brand to be perceived by its audience and when communicating with them remember…‘say what you mean’. If what you say is different to what you think and believe then this could negatively impact your relationship with your chosen demographic.
Since a brand is an intangible asset it is important to create emotion. Humans yearn for emotional relationships and it is massively important for brands to create and evoke tangible feelings wherever possible.
- Know your audience
Trying to communicate your brand to everyone is counterproductive. Just like an emotional relationship, you’re not always going to establish one. Since a brand is a personification of a product, service or an entire company, then, like a brand there is different personalities and characters.
It’s important you understand your audience by marrying up your brand with an audience that understands and appreciates it.
Your brand promise must be engineered into all aspects of your marketing to consistently tie together the experience without leaving the customer feeling disconnected and unsure of what service they will receive. Inconsistencies can give opportunities for customers to leave for a competitor.
- Competitive Advantage
Competitive advantage is difficult to achieve in today’s market. For a brand to make a name for itself is not an easy undertaking but it’s rewarding in the long term. Great branding is a key tool to competitive advantage and sustaining it. But the difficulty of great branding is maintaining the brand and stay differentiated from your competitors.
To conclude, if you’re thinking about branding, don’t let the image takeover; it’s not just your logo, slogan or your trademark. In the grand scheme of building great branding, it is only part of the equation. It goes much deeper than you think.
Make a brand promise!
Communicate your promises to the relevant target market.
Keep your promise, always.
Strengthen your promise to stay differentiated.
If you’re looking for a brand refresh or you want a rebrand, let us help you establish your identity that is consistent in all your communications.