Developing a strong brand identity and position can take some time and skill. You need to create a unique impression that will satisfy your audience and differ you from other competitors. Here we provide some important tips to consider.
Defining your brand
A brand position needs to be specific and detailed with all aspects of design, graphic, content and any minor details exact. Applying consistency through all aspects is vital. You should aim to work towards designing a compelling identity with the idea of always striving to come up with something new. A study by McKinsey and Company found strong and consistent branding are 20 per cent more successful than those that are weak.
When your product is in demand and your consumers want it, chances are their friends do too.
First you should clarify your position in the marketplace by determining how your brand is positioning itself and identifying your direct competitors. By evaluating how other competitors are positioning their brand and comparing your position to them will help identify your own uniqueness. A brand position statement needs to be crafted that should state your brand’s value.
Maintaining a forward looking approach, in terms of growth, technology and being proactive in developing a strong position in the marketplace is key. For example, look at Coco Cola’s brand identity. It primarily focuses on influencing the consumer. It never aims to imply how good the soft drink is compared to other companies, instead focuses on the impact of the drink on the individual. Coco Cola is successful in having created a strong brand position that differentiates from the competition. See how their tag lines, advertisements and their website all have a consistent and intriguing brand story.
Although, Coco Cola has failed in the past and resurfaced again, demonstrating that failure is not the end all, just a step to try again. For example, the failure of the new labels on the cans that resulted in bad criticism and their competitor Pepsi using it as an advantage. This demonstrates why it’s so important you understand your consumer needs.
Personality of a brand is valuable. No-one is going to be interested if the brand lacks originality, confidence and a certain style. Overall you need to focus on the elements of website design, graphic use, colour, content and even the team you hire. You team is important. Make sure you hire staff that thoroughly understand the goals and values of your business. They should be valuable to you! Strive to develop an intriguing brand will also increase your ROI in your marketing spend.
Choosing the right personality for your brand and keeping it simple and consistent across all networks will enhance it. Be bold and deliberate in your voice. If you want to stand out online, you’ll need to be shouting across all channels.
What is your promise?
Outline what you are selling, why it’s better than the competition, how efficient it is, how the brand is going to live up to these expectations and the quality of service. You should aim to investigate its full potential and deliver on your promises. Many brand failures are a result of failing to live up to your customer’s expectations.
Another idea is making sure the service/product is to its full reach, limiting distribution or decreasing the service or product quality to cut costs could also cut back customers. You always want to make sure you are linking the brand plan to the business’s strategic planning process.
Who is your target audience and consumers? Getting to know your consumers closely is key. Who does it appeal and attract too? What category is your brand competing in and what context does your brand have in relevance to your customers?
A brand will fail if they are unaware of their consumers in the marketplace. You need to investigate what is in demand. For example, what age target you are selling for? What is going to be relevant to them, in terms of buying, advertising and which social media they are using that will be the most relevant to you.
Feedback and surveys could possibly be the best response in determining how to improve the business and quality of service. Feedback is like driving a car; without minor corrections to the steering, you’re never going to stay on track. Focusing exclusive offers around what your consumers want will further develop your audience and satisfy their needs.
Reduce the amount of time looking at other competitors as this decreases your creative ability and thought process. You want to have a clear picture and focus on what you’re doing. The more time you invest on your service, the more succeeding the results will be. Remember; nothing ever stays the same, you constantly need to push the boundaries.
Overall you want to create an exciting environment that customers can discover and be excited by. There needs to be a reason to believe. Be in the mind of the consumer, if you believe it from their point of view, chances are they’ll see it.