Five Steps To Build A Strong And Successful Brand Identity

Five Steps To Build A Strong And Successful Brand Identity

A brand comprises multiple facets of a company such as its existing culture, market practices, etc. Marketers and their agency partners have a variety of models, approaches, and templates to help them devise a brand strategy. A brand encompasses much more than a corporation’s logo or its product, for example, it can also include its corporate identity, user personas, voice, and tone among others. For a brand to resonate with its true customers and to ensure that there is a loyal fan base built around the product, it should be perceived from the inside.

The three basic constituents of a brand are:

• 1.Feeling : It pertains to the emotions and sentiments of the customers when they seek to reach out for your brand, it tends to be more of a gut feeling.
• 2.Promise: This is a commitment that the particular brand would put its customers’ first.
• 3.Relationship: These are unlike the above which are lifelong, these are relatively of a shorter time frame as they involve the audience and their engagement with the brand.

Effectively marketing and branding requires ensuring that these three components are interwoven in a coherent and concise manner that satisfies the targeted customers. However, the question remains, how do you ensure that your business’s goals are met through the branding strategy that was devised? Here are five easy to follow steps:

Step 1: Identify your brand positioning and its core values

The first stage in creating a brand is identifying what makes your company different. It isn't about finding your place in the market, but setting products, services, and culture apart. For example, Google places its brand under the lines of innovation, user-friendliness, and aspiration. Define your USP: what is unique to you or like, for instance, "Our products are the most durable and affordable in the market." Writing this down will help explain what your brand's core values are.

Step 2: Leverage Your USP

Most often, once you understand your USP, it will form the basis of almost every brand touch point. Your USP should dictate what you tell your audience through your logo, website or any material used in the promotion of your business. If your USP is aligned with simplicity then the branding strategy should necessarily be free from complexities; Seventh, minimalistic graphics and text and succinct message and color combination. Develop a brand manual so that the brand vision is understood by all those in the company.

Step 3: Take Immediate Action

There is little time to waste once a brand strategy has been established. Don’t let it collect dust until the start of the next months or years planning cycle. Each of the team members should be made to embrace the implementation of at least one activity that is fitting to the brand strategy. This could include everything from modification in organisational structure to modification in external communications such as brochures. The aim is to build up a head of steam and to want the strategy to add value, effectively, immediately.

Step 4: Build Branding Workflows

Organization branding must be integrated within the organizational workflow for it to provide its intended value. There exist some solutions that can be adopted for instance using the DAM(Digital Asset Management) for brand assets storage and sharing. A DAM means that members of your team have a central location for the brand assets and are able to share and store them after finding appreciation within the conformist sphere. These systems can also help outside collaborators such as designers or copywriters gets the latest information on the brand assets.

Step 5: Manage more effectively, and more frequently

Before engaging in the actual branding strategy, you have to weight all the different aspects and factors of branding and those after branding the product. A surprising number of components in contemporary marketing initiatives can be measured.

Here are some of the things that can tell you the outcomes of your branding strategies: For example, the percentage of visitors who purchased something on the presented landing pages, the open rate of emails or the number of shares in social networks. It is important that you should set a benchmark first before the launching of a new branding campaign to measure the effectiveness of these indices.

These metrics can be viewed by using free tools like Google Analytics, and Google actually offers a free certification program on the platform to fully utilize the tool. In case, you may also consult other companies that offer branding measurement services to help to find out the effectiveness of your branding.

Final Words

The branding strategy plan is all about pinpointing one or two dazzling features of your product or service, discovering the actual reason for the existence of your company, and knowing your customer. Effectively, the steps involved are as follows; learning your audience, positioning your brand, defining your brand, designing your brand, and actively maintaining the identity results in the achievement of a timeless brand image. It is therefore important that brand-building is anchored on research, positioning, efficient processes and metrics. If you follow this strategy, you are on the right track to building a catchy and meaningful brand with Evonix