In a simple way, your brand is your promise to customers. Tell them what to expect from your products and services and differentiate your offer from that of your competitors. The brand is derived from you, from what you are in reality, what you want to be, and from what you are perceived by consumers.
Are you a beginner or experienced in your industry? Is your product expensive, quality or cheaper?
The foundation of your brand is the logo. Your website and promotional materials, where you’ve integrated the logo, communicate details about your brand.
Branding strategy refers to how, what, where, when, and with whom you plan to communicate and deliver your brand messages. Where you are promoting is part of your brand. What visual and verbal communication is part of your branding strategy as well.
A consistent and strategic branding leads to fair brand equity, meaning you can add value to products or services that allow you to ask for more money on your products. The most obvious example is the Coca-Cola brand. They sell an acidified juice, but because they have a strong brand, they can afford to sell the product more expensive than other acidic juice manufacturers.
Defining the brand
Defining your brand can be a difficult task, time and uncomfortable. You need to answer the following questions:
1. What is your company’s mission?
2. What are the benefits and characteristics of your products and services?
3. What do customers and potential customers think about your business?
4. What qualities do you want them to associate with your company?
Once you’ve defined your brand, how do you promote it? Here are some steps:
Get a great LOGO. Place it everywhere.
Define your brand messages. What key messages do you want to communicate about your brand? Every employee should be aware of the brand’s features.
Integrate your brand. The brand needs to be integrated into every aspect of your business – how do you answer the phones, what accessories the meeting sales agents, the email signature, etc.
Create a “voice” of your company that reflects your brand. This “voice” should apply to all communication materials written and embedded in the material images, both online and offline.
Choose a motto. Choose a memorable motto, a frank and concise statement that captures the essence of your brand.
Be honest. Customers will not come back and will not recommend you if you do not deliver what your brand promises.
Do you want a specialist? The Pixel Perfect Agency team can help!