The success of the brand is the key to outperforming competitors and creating customer loyalty. It requires careful consideration of your mission, creative thinking and a strong desire to connect with people who will ultimately make your company successful. Start with what is special about your company, which has long been your product worth, someone. From there, develop a logo and slogan that represent the unique spirit of your company, and promote your brand with all its strength.
The creation of Look and Message
- Report its mission. What qualities, values, and experiences are you offering to your clients? In order for your brand to look authentic and be effective, you have to project a truthful image of what your company strives to deliver. But before you can do that, it is important to articulate the mission of your company so that you are clear about what sets you apart from the rest.Think about the following questions:
- Why did you start this business?
- What goals do you want to achieve?
- Who are the people who want to help?
- What makes your company different from others in your field?
Decide how you want to be seen. Try that your clients think of your brand almost as a living person, they can rely on the breath. They need to know that your product or service is the one they should turn to when faced with a dozen options in the grocery store hallway or a long list of names in the phone book. Taking into account your mission, decide what kind of attitude you want to project. What spin is going to put on your mission?
- Maybe you want your product to be viewed as the ticket to an adventure or brand new life or a second chance to young people. This approach is often taken by luxury food companies that sell products such as goji berry juice or sprouted grain cereal bars.
- Maybe you want to present your brand as smart and cutting edge. Being seen with your product will make customers feel fresh as if they were in a special club. Brands like Urban Outfitters and Apple take this approach.
- Another approach would be to offer your customers a reliable, totally trustworthy option that will never let them down. This is a good approach if you are selling a product that should never malfunction, such as tires, or if you are building a brand for your law practice.
- It could also depend on the nostalgia of building your brand. People feel connected to things that remind them of childhood and worry-free times.
Think like a customer. When you buy a product, why do you buy it? What makes you choose a particular brand? See if you can use your answer to help find the way your own brand will meet. Find out what your customers are eager to feel and make your brand help them feel that way. Is it what they want to feel powerful? Responsible? Conscientious? Intelligent? Only? Your brand needs to evoke this feeling with all its copy, marketing, and design. Cue these feelings not only with language but with colors and product design as well.
- Define your brand language. Choose a slogan or slogan and some keywords that you want to be associated with your brand. Words must be closely aligned with your mission statement, and memorable enough for people to repeat to each other and recognize the next time they read them. Use brand language not only in copying your products and advertising, but also when discussing your business and making contacts in person.
- Keep your text as seamless and basic as possible, as it will be easier to remember that way.A good example of this was the motto Apple was using for much of the 1990s and in the 2000s: “Think Different”. He worked on multiple levels, as he painted the brand so smart and unique, and the concept easily slipped into discussions and other brand platforms. Two words: the brand cleverly effective.
- All copies associated with your brand, including what appears on the label of your product, on your website and in advertising materials, must match the tone you are trying to project.For example, your company is destined to be seen as the trustworthy and fashionable comfort, using a little formal language that will make your customers feel that the people who run their business are as reliable as their third-grade teacher.
- Choose a layout scheme. Your brand needs a look that is consistent with the tone of its brand mission and language. Are you modern and elegant? Fun and colorful? Traditional and classic? This aspect should be synchronized through all its media (brochures, websites, products, offices, etc.).
- Design a great logo. Your logo will also be used to help integrate your brand into the mind of your customer. When someone sees a check mark, they think Nike, even if there is no other brand. Your logo should be well designed (so hire a professional) and they should be used frequently and placed in a prominent place.
- Choose the colors that will represent your brand. These colors are used as often as possible in promotional materials to help evoke your brand. Examples include gold and red McDonald, Google red, yellow, green and blue, or wikiHow of green and white.
- Remember to keep things simple. You want your brand to be recognized easily and quickly remembered. The best way to do this is to be unique but also to be simple.
- You may want to get legal protection for your visual brand and all the distinctive phrases that are used to describe your business or your offer.
- Involve your employees. Communicate the importance of your brand to your employees and explain why and how you came to the brand identity you are promoting. You need your support for your brand new image to be effective.
- Remember that whatever your business is not tied to your brand in the eyes of the customer. This includes the way your employees dress and behave.
- Your employees have their own idea of what your company stands for and if they are fulfilling their promises, and they are going to provide a very valuable insight along the way.Ask your employees how they believe your product is being received in the market, and do not discount their opinions.
Go to Part 2 here (How to Build a Brand – Part 2)