While the idea of branding has been around for centuries for the most part it was a symbol like a ranch鈥檚 initials on livestock or a sign over a merchant鈥檚 door.
In the world of marketing and mass merchandising the concept of branding has evolved into something much more.
Today creating a brand encompasses everything a business does to put them front and centre in the consumer鈥檚 mind. A company鈥檚 brand has become one of its most important assets.
While having a distinctive logo and overall graphic identity is important it is only part of the equation. Businesses with strong brands know that their identity must be reflected throughout their marketing and communications.
Branding is also more than an advertising campaign as it should be based on long term goals that boost the business鈥檚 reputation and recognition as a leader in its field. Your brand, though, is not something you will find in a marketing guru鈥檚 book or on the internet. It is something that you will have to develop yourself with the help of others.
When developing a brand strategy there are a number of key elements you must keep in mind for it to be successful. First and foremost you must have a clear understanding of what you wish to accomplish in other words what is your vision and mission.
Having a clear understanding of who you are will help you develop positive associations with potential customers in terms of quality and value. Research has shown that 62 per cent of consumers say that their purchase decisions are influenced by a business鈥檚 values.
In developing any strategy you must do your research. Ask your customers, staff, and even suppliers for their impressions of your company. Do they reflect what you are trying to accomplish?
In defining your brand think of it as a person with their own unique personality. How would you describe this individual and then begin to articulate these traits as they relate to your business?
Build your brand based on the emotional benefits of what you have to offer. The best way to determine what emotions you can use is to do some analysis. List the features and benefits of your product or service. You鈥檒l find that features are focused on styles, colours and durability while benefits are what the features will do for your customer. These benefits contain the real reasons why people will buy from you. Just think for a moment of the successful brands and how they market themselves. You鈥檒l recognize that they rely heavily on their ability to connect with people emotionally.
A brand strategy is not something that will happen overnight. It is something that you will have to work at over the long haul. In order for branding to be successful it needs to become a part of your everyday business life and it will evolve as you engage with your customers and the community. From logos and the corporate colours you chose to how you deal with customers and employees. Branding must reflect needs, aspirations and ambitions in order to stir up those emotions that will drive customers to your doors.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca
