A few years ago I attended a social gathering in Northern California. As I was chatting with a guest about my world adventures and experiences living in the US, he abruptly asked me these two questions: Who are you and why are you here? Everyone who was listening to our conversation up until that moment broke into laughter. As entertaining as his inquisitiveness was, it really made me think.
These two questions lie at the heart of marketing. Whether it is about projecting yourself as a brand to the people around you or your company to the global market, knowing who you are and understanding what's unique about you or your company is fundamental. Communicating it effectively to the rest of the world while delivering to your brand's promise is critical to success.
These two questions lie at the heart of marketing. Whether it is about projecting yourself as a brand to the people around you or your company to the global market, knowing who you are and understanding what's unique about you or your company is fundamental. Communicating it effectively to the rest of the world while delivering to your brand's promise is critical to success.
CEOs, CMOs, and VPs of Marketing are investing every year big chunks of their marketing budgets on their brand strategy to gain a competitive edge and you may be thinking of doing so as well.
So, how do you develop the right brand identity for your business?
A brand, according to Investopedia, is defined as a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market.
But, is having merely a name, a symbol or a sentence that describes your company enough to make an impression and most important, that lasting connection that you desire with your customers? Probably not. Your corporate brand goes beyond the elements mentioned above to also encompass what your customers and potential customers perceive the value of your company and products to be. Give them a consistent experience that is true to your company's promise and they will love you. Break that promise and they are off to your competitors.
Let's take a look at some of the key elements that comprise a corporate brand identity.
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So, how do you develop the right brand identity for your business?
A brand, according to Investopedia, is defined as a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market.
But, is having merely a name, a symbol or a sentence that describes your company enough to make an impression and most important, that lasting connection that you desire with your customers? Probably not. Your corporate brand goes beyond the elements mentioned above to also encompass what your customers and potential customers perceive the value of your company and products to be. Give them a consistent experience that is true to your company's promise and they will love you. Break that promise and they are off to your competitors.
Let's take a look at some of the key elements that comprise a corporate brand identity.
- Brand Personality:
If your corporate brand was a person or a character, what kind of personality attributes would it have? Formal? Easy going? Witty? You get the point.
- Brand Essence:
Whether you are selling software, a mobile app, a device or something else you must not forget that your company sells to people. People form perceptions about your company by the experience they have with your business, products and service. What feelings and emotions do you want to evoke from your audience when they interact with your brand?
- Brand Position and Promise:
Who is your target audience? What is your brand’s unique value to your customers? What sets your brand apart from your main competitors? Answering these questions will help you create a brand positioning statement which will serve as a guidepost for your marketing communications.
- Visual Identity:
From your logo, tag line to packaging, website and other marketing materials, your visual identity should reflect the personality, essence and positioning of your brand.
- Messaging:
Your messaging should clearly articulate the value that you bring to your customers. What customer needs does your company meet? Is the tone of your messaging in alignment with the personality of your brand? What is it that your brand promises to deliver better than your competitors?
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