Creating a solid brand, with strong foundations is much more than just a nice looking logo. You need a story which makes sense and resonates with your target audience.
The branding process is a combination of investigation, strategic thinking, project management, creativity and story writing.
This may sound incredibly complex, and for some brands, a very in-depth process is required. However, there are many levels on which successful branding can be created.
Conducting research is crucial to establish the position of a brand and to determine the road a particular brand should go down in order to exploit it’s potential.
The main benefits of conducting research are;
- Identifying the goals, personality and projection of the company.
- Consulting with management about their plans for the brand.
- Conducting an audit of the brand. What works? What doesn’t?
- Discover the target market and accurately review competitors.
Once the research has been completed, a report can be collated to show the development of the brand strategy moving forwards.
Having a brand strategy is fundamental for growth. A strategy needs to work for the company internally as well as customers externally.
A brand strategy should establish;
- Target Markets
- Brand Promise
- Brand Proposition
All of this will enhance the brand’s positioning in the market. The final piece of the jigsaw is to give the brand a name and tagline. Naming a company is a very complex task and one that requires a significant amount of time, thought, brainstorming and research. Your brand name is a valuable asset!
The most successful brand positioning is one which tells consumers that the brand can deliver and why they should be selected over the competition. Consumers are overwhelmed with purchasing choices, so you need to tell them “buy this from us because…”. And you will understand the reasons why they may choose to buy from you.
You must consider:
- Price Point
What does your business do? Our team will need to work out exactly which touchpoints should take priority for your business.
How do you tell the story about your brand? Where are you visible as business? We ask these questions to make sure you can get the very best from the available customer touchpoints. This is an important part of your wider strategy and helps to solidify the message you are sending to customers about your brand.
See a few examples below:
- Business cards
- Product Design/Packaging Design
Managing your brand identity assets requires a long-term commitment from company owners/directors to building and maintaining the brand. To make a brand a success, it requires ongoing monitoring and input.
- Launch the brand internally first to ensure that all employees are ‘singing from the same hymn sheet’ as the expression goes.
- Employees need to know why the brand is important, what it stands for, what it means and how they can communicate this message through their interactions with customers.
- An external launch can be one event, or a gentle series of marketing messages. At all times, the brand launch should be focused on the customers and giving them the right messages at the right time. These messages should be reinforced several times.