The concept of branding is by no means a new one. However, with the ever increasing availability of substitutes for most products, including your own, the only way to keep up is to develop and maintain a brand identity that will stay etched on the minds of your customers and potential clients. Unfortunately, designers, inventors, and investors in recent times are in a dilemma similar to that which artists and writers have grappled with for decades: there’s nothing left, or at least, that’s the way it seems. Even then, several smashing brands are still coming up daily while a lot of old ones have continued to keep the buzz they once started with, stirred. Great brands are easy to identify, their mission is clear, and it promotes that sought-after customer loyalty which all businesses crave. That said, below are seven tips to help you get started on developing an incredible and unforgettable brand identity.
- Map out a strategy: this is the absolute first step in undertaking any venture and brand identity creation is no exception. Strategizing involves brainstorming, research and decision making with regards to the product you are trying to develop an identity for. Know what it is you want your customers to feel when they see or use your products. After that, brainstorm on words and symbols that can effectively capture and communicate those thoughts and ideas into something your target customers can relate with.
- Vision and mission statement: these are key elements of a remarkable brand identity. The vision statement describes what you want your company to attain in the future while the mission statement defines the purpose for its existence. Both should be simple, direct and easy to grasp and should be an inspiration to both employees and customers alike.
- Brand value proposition: this refers to a short statement that accurately articulates your product or service’s distinctive value and how it benefits the customers. It must define the audience, the class into which the brand falls and what sets it apart from its competitors. Finally, the value proposition statement must inspire in the customers an assurance that the brand will deliver on its promise.
- Get visual: the use of visual devices goes a long way in making your brand a memorable one. Integrate your core values to the common features of your logo like colours and shapes. Also use fonts and colours that complement your brand. Your customers must be able to grasp what it is you want to say to them.
- Be consistent: when you have all the afore-mentioned points in place, do all you can to maintain consistency on all fronts. Ensure that your employees and even your products are conveying the same central brand message.
- Be professional: in all things, from the quality of your graphics, to the way your text is written, to the personal presentation, manner of speech and dressing of you employees, Professionalism towards your customers is key. Ensure you follow through on your offers and promises.
- Review and Update: this is important to avoid becoming stale. With the speed at which the business world is evolving, it is necessary to review your brand strategies and update them where fit in order to keep abreast and stay relevant.
A brand is one of the most important fixed assets of a business, and it must be carefully fashioned to ensure it accurately represents the business, and resonates with the anticipated customer base. The true value of a brand identity lies in the view of your target customers and building one is about knowing who you are, where you fit in and what differentiates you from competitors. Once you have that figured out, every other thing starts to fall into place.