A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.Jeff Bezos
The point of branding is to distinguish your business from the competition, to build a successful brand there are some criteria one has to take into cognition. These criteria will help guide you as you develop your brand from the ground up, or test your existing brand against them.
Your brand must start by being appropriate to your market and product. Apple is a great brand but if you were marketing to kids and mothers, you wouldn’t want to emulate Apple.
Identifying your audience helps you stay focused and targeted in your brand journey.
What’s your brand message? Be clear. From the logo to the collateral, are your messages consistent across the board?
One of the best ways to test your brand message is to show several of your marketing tools to total strangers and find out if they describe the traits the same way you would?
Your brand message must be meaningful. If for instance, the image of your company is based on excellent service, you must deliver on that promise. When the customers’ experience does not match his/her expectations, you create a negative impression and will lose the customers’ trust, which is a very serious problem and very difficult to fix.
Most people erroneously think that to remain relevant in their brand journey, they need to be changing their message as often as possible. The key to building a successful brand is consistency. Establish a clear, meaningful message. Now repeat. Don’t change the message, and communicate it consistently through everything.
Does your advertising, collateral, communications, and environments show a trend of consistency in all or do they waver? The more often you change your message, logo, and branding, the harder it is to apply.
Consistency means both consistent application of the message, and longevity.
If a brand is good but no one knows them, is it a good brand?
The Zen of branding is getting your message out there. Good branding can work to establish recognition if you target it to the right customers and consistently repeat it until they memorize it. Consistency, clarity, and repetition build recognition, the reality of all branding.
What will be the point of trying to educate you on the traits of a good brand if it does not boil down to action both on my part as a brand expert and on your part as a potential client?
The whole point of branding in the first place and trying to gain recognition is to drive action. The action should be built into the message: we are the best (buy from us), we’ve been around for centuries (visit us) and so on.
Finally, does the customer care about what you are saying? It may be a great message, but the whole point is to motivate sales. Does it do this? Does it drive ACTION?
As we launch our website, we are giving a free brand assessment to all our clients. Click here to get started