What is branding? Whilst many people think they know, they fail to execute the fundamentals of branding. Many small businesses fail to realise that they need it and large businesses sometimes struggle to achieve consistent branding. In this week’s blog, we’re taking you back to the branding basics, in the hope that it will get you on track to establishing a secure brand for your organisation.
So, let’s ask the question again: what is branding? A brand is a promise from your organisation to your customer. It tells them who you are and what they can expect from you. When establishing a brand, you have to remember that you can’t offer value to every customer and every need. You can’t target both teenagers and stay-at-home mothers. You can’t be the edgy trendsetter and the stalwart product. Don’t try to be everything for all people.
Your brand should be a representation of three factors: who you are, who people think you are and who you want to be.
Everything your organisation produces and communicates to the public should consistently sell the same brand.
With a good brand, comes strong brand equity. This is the added value that your brand gives to your products, beyond their utilitarian functionality. This is what sets your organisation apart from other businesses offering the same product. Consider Apple; are their phones more functional than an Android phone? Not necessarily. We buy an Apple iPhone because of the brand equity; we are buying into emotions and the story that Steve Jobs built.
So how did Apple do it? Through a consistent branding strategy. Apple carefully considered all aspects of their branding, including where they advertise, when they advertise, what they are selling and how they should do it. Apple knew exactly who the Apple consumer was, and they carefully honed their communication tools to engage with them.
Once you know the channels through which you’re going to communicate, there are several essential steps you need to define your brand in the public’s mind.
- Your logo is extremely important. It should be engaging and unique. It should be everywhere your target consumer looks.
- Every member of your team needs to know your brand and its messaging – this is essential for consistency. Then integrate this messaging into every process that occurs within your organisations, from the way that your staff answer your phones to your corporate uniforms.
- Craft a voice for your brand. All communications with potential and current customers should be done in this voice. Is your voice conversational or formal? Does it suit your brand?
- Form a tagline. Your tagline should be short and sweet, capturing the essence of your brand. Make it memorable and then you can remove it from your branding, once it is well enough known.
- Deliver on your brand promise. Everything you do should be consistent with your brand. This is what will keep you customers and deliver you more of them.
All of the above equate to one thing: a consistent brand! Be consistent across all organisational activities and be true to your brand. In doing this, you will achieve brand equity in no time.
Bladon WA are branding and merchandising experts. Contact us today to discuss how we help craft your perfect brand.