You could argue that your product is the most important part of a business (ultimately it’s what you’re providing), or is it the marketing (so people know about your product), or is it the sales strategy (so that they actually buy it once they do), or is it the customer service (so they come back for more)?
The truth is of course it’s not just one of these things, it’s the magical combination of all these elements that create the consumer experience – so how do you draw them together to create a coherent one?
TL; DR (too long; didn’t read)
Define your brand. Make it true, consistent, and relevant to your consumers. Apply the descriptive words to everything with your brand’s name on it. Engage help.
A little abstract thinking goes a long way
Creating a brand goes beyond the product or services on offer. The most successful brands have a philosophy that sits behind everything with their name on it — each brand has definitive personality traits that have been refined through workshops and many meetings.
One of the helpful things generated from the workshops are the descriptive words you end up with that will help define your projects positioning — which is why it’s a great place to start. You might not know what a “happy” font looks like, or what a “cool, calm, clear” digital user experience might be for example, but these descriptions will absolutely make sense and guide us when we’re creating your brand or website.
Why, why and more why
Against the backdrop of an increasingly busy, noisy, competitive world, not only do you need to stand out — you also need to give people a reason to invest, financially and emotionally, in your brand.
People want to feel good about themselves, so they want to associate with brands that will encourage that – how does your brand help them live up to the person they see themselves as?
It’s got to be true
To create a real, tangible connection with consumers, anything you say about your brand has to be true and you need to demonstrate very clearly that it is.
Which means if you’re going to say that your brand/product is ethical, you need to give real examples of how it is, not just pay lip service to the idea.
Consistency builds trust
The consistency of brand values, visuals and so on help create a connected experience across different platforms, so that wherever and whenever someone sees your brand they’re building a deeper relationship with it. This doesn’t mean the brand can’t evolve; it just means thinking carefully about when and why, and explaining it clearly to the outside world (Thomson Travel Group recently becoming TUI is a good example).
The more your brand’s values are reinforced, the more likely people will remember them — even on a subconscious level. If your brand doesn’t know who it is, how can you expect anyone else to?
If you’re not sure how to define your brand, we can help — it’s what we do.