I’ve found that branding is often confusing and mysterious to my clients. Basically, branding is what people say about you when you’re not around. It’s bigger than any one marketing effort. It’s your company culture and it’s how you position yourself in the marketplace.
We offer a free brand evaluation to each of our clients. If you hire us to help you with messaging we can help organize this information and help create a strong foundation for your brand. If you are hiring us just for design, this will help us get inspiration for colors and elements. You can also use this document as a basis for your own strategy. Either way, it’s a win-win.
As you develop your brand strategy, it helps to think through the entire process from the beginning. Start by setting your business goals and asking questions. Why are you creating your brand? What do you hope to achieve by launching your brand? How do you want your consumers to think of you? Use those long-term objectives as a basis of your brand strategy.
Key Brand Considerations
Brand character is a set of adjectives that are attributed to a brand. Your brand character is something your consumer can relate to. Once you define these characteristics you can brainstorm words you’d like to use in your marketing materials to translate your character. An effective brand will increase its brand equity by having a consistent set of traits.
Three considerations used in positioning include your brand, product, and price. Looking at the combination of these three things can contribute to a successful positioning strategy. Positioning is effectively a marketing strategy with a goal of making your brand occupy a distinct position, relative to competing brands, in the mind of the consumer. How can you leverage your differentiators and win the heart of your consumers?
Defining your arena is a good first step in determining your go to market strategy or where to invest your marketing dollars. Your arena is where you are competing. Here you’ll look at your market segmentation which includes, geographic, demographic, and psychographic.
Your brand experience is how your consumer feels before, during and after any interaction with your brand. It’s how the top pops when they open a soda. It’s how they feel when they hear your jingle. You’re telling them who you are with your character; your positioning is how they think about you; your arena is where you compete; your experience is what you’re actually delivering.
Brand identity is basically the visual package your brand is wrapped up in. This is where the logo and brochures come in. It’s the colors, the fonts, the photos and the messaging. It’s important to keep it consistent. We strongly suggest a brand identity guide for every business.