Introduction: What’s in a Brand?
- Your brand defines who you are and sets you apart
- It emphasizes the unique value that you offer your customers
- Your brand is communicated through everything your company does
Who is Your Company?
- You have to see how your company is viewed by the public
- Who do they see you as?
- What are your values as they perceive them?
- It’s useful to think in terms of personal characteristics
- Just like a person, a company can be strong, or gentle for example
- If your company were a person, who would it be?
Know Your Customers
- The most important part of your brand is getting to know your customers
- Brands aren’t objective
- You need to get inside their heads to understand how they think or feel
- Understand the demographic you cater to
- Understand psychological factors such as how they think about money
- Know their buying habits
Consistency is Key
- The public should get the same message every time they come in contact with you
- It’s especially important online where there are more touch points
- Consistency is key across all media
- Your brand should also provide a seamless user experience
- This should be in harmony with the image your brand projects
- Apple is a good example of this
All in the Mind
- Always remember your brand is in your customers’ mind
- It’s not necessarily something about your company
- Aim to make associations in people’s minds with your company
Learning Objectives:
- Focus on the one specific problem that you solve, so that you can address this with clear and consistent brand messaging.
- Conduct your market research so that you can choose the best brand marketing strategy to suit your business.
- Define exactly what you need in a brand manager so that you can choose the best person for the job.
- Apply online brand management best practices so that you can leverage all the internet has to offer.
You may also be interested in our companion blog post, "Branding 101 - Designing Your Brand Identity Cheat Sheet" here.