Branding

Lately, I’ve been seeing numerous articles and have received several requests regarding branding.  It is necessary, no critical, time-consuming and rewarding. I highly recommend that companies invest the resources (time, money and people) to get it right. Start your process with this blueprint:

What is a brand? Is it a logo? Is it a company name? Is it an attitude? Well, actually, it’s all of these and more.  Your brand should be an experience.  Your brand should communicate what your product or service stands for, effectively and consistently, across all touch points.

The brand process is an internal and external analysis of your company that identifies core ideologies, logical identifiers and emotional connectors.  This process includes facilitating internal and external dialogue; internal training; performing competitive and trend analysis; crafting a plan; developing creative and implementing the tactics.  The end result of harmonizing internal and external ideals is the creation of communication strategies that inspire action.

A brand is a promise of intangible service and a predictable but exciting tangible experience. According to MediaCenter, a strong brand name provides a means for consumers to identify and differentiate products or services which promise certain benefits and create an emotional impact between the supplier and customer.

Branding provides a security of demand that the brand owner might not otherwise enjoy. In the short-term, companies may enjoy the same level of sales, economies of scale and perhaps premium price.  However, over the long-term a non-branded business will not be able to rely on maintaining market share and volume.

There are five elements to building a brand which include the following:

•  Brand Position
• What does your organization do and for whom?
• What is your unique value?
• How would a customer benefit from working with you and your product or service?
• What differentiates you from your competition?

Brand Promise

• The single most important thing that the organization promises to deliver to its customers – EVERY time. Every business decision should be weighed against this promise to be sure that it a) reflects the promise or b) at the very least, it does not contradict the promise. Now in reality, EVERY time is a bar that requires perfection. Since none of us are perfect, the reality of a brand promise is the intent when 100% is not achieved.
• Brand Personality
• Brand traits illustrate what the organization wants its brand to be known for. Consider specific personality traits for: prospects, clients, employees and partners to describe

your organization.  You should have four to six traits (five is ideal) each being a single term (usually an adjective).

 Brand Story

•  Illustrates the organization’s history, along with how the history adds value and credibility to the brand.
• Includes a summary of your product and services.

Brand Associations
Should include the specific physical artifacts that make up the brand across all touch points.

• company name
• logo
• colors
• taglines
• fonts
• imagery
• copy

Your brand associations must reflect:

•  your brand promise
• ALL of your brand traits
• support your brand positioning statement

After you identify the five elements, the real key to longevity is consistency. It is the glue that holds everything together. Without consistency, brand awareness becomes impossible to achieve, regardless of your budget. Top consistency factors include:

Experience
Client interaction should communicate a parallel sensation to the brand experience.

Look-and-Feel
Extends to your logo, colors, typefaces, décor, web site, brochure, public relations, employee clothing and more.

Quality
Every experience must accomplish a certain level of quality.

Distinction
You must stand for something.

Repetition
Restate your premise over and over and over…

In today’s market, it is essential to create a brand plan answering the above with a focus on consistency. Branding is a process so it should be standard to revisit your brand elements and further define or redefine them as your business evolves. In order to establish regularity of deliverables, choose two to three key initiatives and conquer them. Quality is more important than quantity in generating the sustained presence and messaging necessary to build a brand.

Click Marketing Solutions can assist your business with its branding needs.  Our process is turn-key for you. Get started. Begin making your impact today.