Strategizing your company’s brand will be very important in order to meet your goals for success. Your brand is you. It is the face of your business. It is how you want them to perceive you and it is your outward facing personality. It will communicate to your audience who you are, what you believe in, what you offer, and many more messages that will make its way from you to them.
Our clients need to feel like they can trust us and that we understand their needs. Once we achieve that, we will develop a feeling of trust that will cause all of us to want to associate ourselves with each other’s company. You will reach a greater audience by increasingly becoming more and more personal and understand how we can best work together.
Define your brand identity—your product’s “personality”—before you spend time, money and efforts on advertising or marketing.
PERSONALITY: Your company’s personality will more than likely resemble yours. If you are fun and goofy or serious and ordered, your company should be a reflection of who you are otherwise it will be hard to build a brand that you can relate to.
AUDIENCE: You have to know what your target audience is in order to create an overall image that will be attractive to them. What is the main age group for your product? Mostly males or females? High or low income consumers? Define your target audience.
MESSAGE: What sets your company apart from others in your industry? What makes you different and original? Why should someone choose you over someone else? Find a simple and uncluttered way to convey these answers through your branding message.
VISUAL IDENTITY: Just as each one of us have a visual identity, you want your company to have the same. When you think of UPS, you think brown and yellow. You logo, colors, fonts, and the overall design will play an important part of your branding.
PLAN: If you fail to plan, you plan to fail. Make sure you measure the reactions of your potential clients to your brand. Watch for their discussions on social networks and blogs and pay attention to sales figure movements. Tweak your overall branding when needed.
Do what you promise. Show integrity. Positive experiences will lead consumers to feel good about your company, which lead to telling their friends. Bad experiences spread much faster and are harder to overcome mostly in this world of world wide web and social networking. Feelings travel fast.
Always remember this known adage: “Jack of all trade master of none”? Experts are not good at everything, they are great at what they focus on. Be unique and focus on your USP, Unique Selling Proposition. You can only set the direction for your brand. Your actual brand image is determined by your audience.
The Brand Promise is the single most important thing that the organization promises to deliver to its customers—EVERY time. To come up with your brand promise, consider what customers, employees, and partners should expect from every interaction with you. Every business decision should be weighed against this promise to be sure that a) it fully reflects the promise, or b) at the very least it does not contradict the promise.
Brand Traits illustrate what the organization wants its brand to be known for. Think about specific personality traits you want prospects, clients, employees, and partners to use to describe your organization. You should have anywhere between 4-6 traits, each being a single term. The Brand should also illustrates the organization’s history, along with how the history adds value and credibility to the brand. It also usually includes a summary of your products or services.