- Posted March 27, 2014 by
norwich, United Kingdom
TEN Tips for Better Brandind
TEN TIPS FOR BETTER BRANDING
We believe that every business should strive to communicate effectively with their audience. Knowing the best way to promote your brand is key to business success. When done well this creates a mutually beneficial relationship between customer and provider.
The concept of ‘brand‘ can be elusive. Let’s define it for the purposes of this article. By ’brand‘ we mean any aspect of interaction between your business and your target audience for the purpose of promotion. At TEN Creative we’ve devised a ten point system for evaluating existing brands and developing new ones. Each point can be applied to a person, product or company.
ONE. POINT OF DIFFERENCE
To create a successful brand highlight what’s unique about your product or service. Find a point of difference to give people a reason to buy. “Why should a consumer use your company over another?” Evaluate your competition. Identify your unique qualities to stand out from the crowd and captivate your audience.
TWO. KNOW YOUR AUDIENCE
Focus on your ideal customer. Create a profile of the type of person you want to do business with adding in lots of detail. This will help set the tone of voice and apply the right language to your marketing materials.
THREE. TONE OF VOICE
Ask: “What do I want to communicate about my brand?”
Is your brand luxurious or cost effective? Practical? Lighthearted or serious? Think clearly about where you want to pitch it within the marketplace. When you know what your brand stands for you can begin to communicate. It is important not to choose contradictory values or try to be all things to all people, this will create confusion and weaken appeal.
Language used on marketing materials should be in tune with your audience. Using appropriate communication is essential to connect. Speak as your target market does whilst ensuring it’s balanced, believable and sincere.
StarBucks used specialisation to create expertise. Specialisation gives people focus. Notice the dropping of the word “tea” on the second Starbucks identity from the left. Pick one thing your company is really good at and stick with it. This doesn’t mean you can’t sell other things. Specialisation creates a clear identity that customers can have confidence in. Once your brand has strong recognition then you can diversify your appeal. Big brands often develop a set of ideals. The starbucks design on the right drops the word ‘coffee’. The brand is so well known that it needs no explanation – it has become iconic. Whilst establishing a brand use specialisation.
A brand should be consistent. Create a strong brand identity by being visually repetitive. Develop a set of brand guidelines to ensure consistency and follow the outlined rules on your marketing materials.
SEVEN. FUTURE VISION
A brand needs room to grow.
Ask: “Where do I want this brand to be in 2 years time?” “5 years?” ”10 years?”
A brand needs to be future paced. Creating a brand that fits your vision of where you want to be helps the process of getting there. It’s important to set your directional intent and evaluate as you go.
EIGHT. KEEP IT SIMPLE SILLY (K.I.S.S)
Less is more. Keep marketing messages simple.
Don’t clutter your marketing or over-complicate your brand.
NINE. MARKET TESTING
A brand is only as good as it is perceived. Market test your brand for improving effectiveness. It’s well worth spot testing to get feedback and ensure your message is understood before putting out to a wider audience.
Brands are not a stationary entity. Focuses shift, behaviours change and strategies are refined. Coca Cola has made at least 7 changes to it’s look over the years. As tastes change businesses evolve. Likewise don’t be afraid to redevelop or rebrand if your existing one isn’t achieving your goals. Reinvention can open up business opportunity and communicate change. News at TEN