The business guide to developing a strong brand identity
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THE BUSINESS GUIDE TO A STRONG BRAND IDENTITY BRANDING, DESIGN & MARKETING
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Transcript of The business guide to developing a strong brand identity
THE BUSINESS GUIDE TO
A STRONG BRAND IDENTITY
BRANDING, DESIGN & MARKETING
YOUR BRAND IDENTITY IS THEREPRESENTATION OF YOURCOMPANY'S REPUTATIONTHROUGH THE CONVEYANCE OFATTRIBUTES, VALUES, PURPOSE,STRENGTHS AND PASSIONS.
BRANDING, DESIGN & MARKETING
GREAT BRANDS ARE EASY TORECOGNISE. THEIR MISSION ISCLEAR AND IT FOSTERS THATCOVETED CUSTOMER LOYALTYALL BUSINESSES CRAVE.
BRANDING, DESIGN & MARKETING
A BRAND IS ONE OF THE MOSTVALUABLE FIXED ASSETS OF ABUSINESS AND IT MUST BECAREFULLY CRAFTED TO ENSUREIT PROPERLY REPRESENTS THEBUSINESS AND RESONATES WITHTHE INTENDED CUSTOMER BASE.
BRANDING, DESIGN & MARKETING
SO TO DEVELOP A STRONGBRAND IDENTITY, HERE’SWHAT YOU NEED TO DO.
> DETERMINE WHEREYOUR COMPANY SITS INTHE MARKET.
BRANDING, DESIGN & MARKETING
BEFORE YOU ATTEMPT TODEFINE YOUR BRAND, YOU NEEDTO DO SOME EXPLORATION.
TAKE A GOOD LOOK AT YOURCOMPANY TO GET A CLEARPICTURE OF ITS PURPOSEAND PLACE.
BRANDING, DESIGN & MARKETING
DETERMINE YOUR
BRAND IDENTITY.
BRANDING, DESIGN & MARKETING
DEVELOPING A BRAND IDENTITYIS A FIVE-STEP PROCESS THATAIMS TO CLEARLY DEFINE WHATYOUR BRAND STANDS FOR.
BRANDING, DESIGN & MARKETING
ITS GOALS, ITS PERSONALITY, THEEMOTIONS YOU WANT PEOPLE TOEXPERIENCE WHEN THEY COMEINTO CONTACT WITH YOUR BRANDAND A CLEAR CONVEYANCE OFTHAT IDENTITY THROUGH APOSITIONING STATEMENT.
BRANDING, DESIGN & MARKETING
BRANDING, DESIGN & MARKETING
HERE'S WHAT YOU'LL
A STRONG BRAND IDENTITY.
BRANDING, DESIGN & MARKETING
VISION STATEMENTA VISION STATEMENT DESCRIBES WHAT YOU WANTYOUR COMPANY TO BECOME IN THE FUTURE. ITSHOULD BE ASPIRATIONAL AND INSPIRATIONAL.
IDEALLY, THE STATEMENT SHOULD BE ONESENTENCE IN LENGTH AND SHOULD NOT EXPLAINHOW THE VISION WILL BE MET.
>ONE.
BRANDING, DESIGN & MARKETING
WHEN DEVELOPING YOUR VISION, KEEP THESE QUESTIONS IN MIND:
> WHAT ARE YOUR MOST IMPORTANT PRODUCTS AND SERVICES?> WHAT PRODUCTS AND SERVICES WILL YOU NEVER OFFER?> WHAT IS UNIQUE ABOUT DOING BUSINESS WITH YOUR BRAND?> HOW WOULD YOUR CUSTOMERS DESCRIBE YOUR BRAND?> WHERE DO YOU WANT YOUR COMPANY TO BE IN FIVE YEARS?
>ONE.
BRANDING, DESIGN & MARKETING
MISSION STATEMENTA MISSION STATEMENT DEFINES THE PURPOSE OFTHE COMPANY.IT SHOULD BE SIMPLE, STRAIGHTFORWARD,ARTICULATE AND PREFERABLY BE JARGON FREE. IT SHOULD BE MOTIVATIONAL TO BOTHEMPLOYEES AND CUSTOMERS.
>TWO.
BRANDING, DESIGN & MARKETING
WHEN CRAFTING YOUR MISSION STATEMENT,KEEP THESE TIPS IN MIND:
> WHAT ARE THE SPECIFIC MARKET NEEDS THECOMPANY EXISTS TO ADDRESS?
> WHAT DOES THE COMPANY DO TO ADDRESS THESE NEEDS?
> WHAT ARE THE GUIDING PRINCIPLES THATDEFINE THE COMPANY'S APPROACH?
> WHY DO CUSTOMERS BUY FROM YOU AND NOTYOUR COMPETITION?
>TWO.
BRANDING, DESIGN & MARKETING
ESSENCETHE ESSENCE OF THE COMPANY SPEAKS TO THEINTANGIBLE EMOTIONS YOU WANT YOUR CUSTOMERSTO FEEL WHEN THEY EXPERIENCE THE BRAND.A BRAND'S ESSENCE IS THE REPRESENTATION OFTHE COMPANY'S HEART, SOUL AND SPIRIT AND ISBEST DESCRIBED WITH ONE WORD.
>THREE.
BRANDING, DESIGN & MARKETING
WHEN DEFINING THE ESSENCE OF YOUR BRAND,CONSIDER THESE POINTS:
> WHEN YOUR CUSTOMERS EXPERIENCE YOURPRODUCT OR SERVICE, WHAT EMOTIONS DOESTHE ENCOUNTER ELICIT?
> IF YOUR BRAND WAS A PERSON, HOW WOULDYOU DESCRIBE THEIR PERSONALITY?
>THREE.
BRANDING, DESIGN & MARKETING
PERSONALITYJUST AS WITH HUMANS, A BRAND'S PERSONALITYDESCRIBES THE WAY A BRAND SPEAKS, BEHAVES,THINKS, ACTS AND REACTS.
>FOUR.
BRANDING, DESIGN & MARKETING
IT IS THE PERSONIFICATION OF THE BRAND, THEAPPLICATION OF HUMAN CHARACTERISTICS TOA BUSINESS;
> ARE YOU LIGHTHEARTED AND FUN?> ARE YOU SERIOUS AND ALL-BUSINESS?> ARE YOU DOWN-TO-EARTH?> ARE YOU PLAYFUL OR MATTER-OF-FACT?
>FOUR.
BRANDING, DESIGN & MARKETING
POSITION OR VALUE PROPOSITIONA BRAND POSITIONING STATEMENT IS A ONE OR TWO-SENTENCE STATEMENT THAT CLEARLY ARTICULATESYOUR PRODUCT OR SERVICE'S UNIQUE VALUE ANDHOW IT BENEFITS CUSTOMERS.
>FIVE.
BRANDING, DESIGN & MARKETING
THE POSITIONING STATEMENT MUST DEFINETHE AUDIENCE, DEFINE THE CATEGORY INWHICH THE BRAND EXISTS, CITE A CLEARPRODUCT OR SERVICE BENEFIT, SET YOURBRAND APART FROM YOUR COMPETITORS ANDINSTILL CONFIDENCE THAT THE BRAND WILLDELIVER ON ITS PROMISE.
>FIVE.
BRANDING, DESIGN & MARKETING
WHEN CRAFTING A POSITIONING STATEMENT, CONSIDER:
> TO WHOM ARE YOU SPEAKING?(TARGET MARKET, DEMOGRAPHIC AND PERSONA)
> WHICH MARKET SEGMENT DOES YOUR PRODUCT ORSERVICE SERVE?
> WHAT IS YOUR BRAND PROMISE?(BOTH RATIONAL AND EMOTIONAL)
> WHY IS YOUR PRODUCT OR SERVICE DIFFERENTFROM THE COMPETITION AND WHY SHOULD YOURCUSTOMERS CARE?
>FIVE.
BRANDING, DESIGN & MARKETING
Our Top Tip:
BRANDING, DESIGN & MARKETING
THERE ARE BRAND CONSULTANTSWHO SPECIALISE IN BRANDINGSTRATEGIES AND POSITIONING WHOCAN GUIDE YOU THROUGH THEWHOLE PROCESS AND ADD A FRESHPERSPECTIVE TO THE PROJECT.
>TOP TIP.
