Introduction: What Is a Brand?
- A brand is a perceived image that provokes an emotional response
- It’s important to understand it has nothing to do with the product
- Brands are often confused with logos and identities
- A brand should offer a unique perceived value
- It’s the promise you make and precedes all of your marketing
- Brands outlive the products that they sell
- It takes a great deal of thought to create a winning brand
Elements of an Effective Brand
Clarity
It communicates the message clearly
Memorability
It needs to stay in the customer’s mind
Uniqueness
Tell people what makes your offering unique among competitors
Emotional Connection
People identify themselves through the brands they like
Credibility
A good brand never strays from customer expectations
Timeless
The best brands endure and stay relevant for years
Learning Objectives:
- Research your market and your audience so you understand them well and can give them what they want.
- Define exactly what your brand stands for so that you can write your UVP statement and show the world what makes you unique.
- Design the perfect logo for your new brand so that you are instantly recognizable and people feel connected whenever they see it.
- Create all your visual design elements so that you have a whole identity system in place and can portray a consistent message in all that you do going forward.
- Consolidate and implement your learning and plan future action steps, so that you can achieve the goals you set and develop further.
You may also be interested in our companion blog post, "Branding 101 - Strategic Brand Marketing Cheat Sheet" here.