Many people are so eager to get their brand out into the world; some miss the crucial steps necessary to ensure their brand stands out. In the past brand saturation was seen as only an issue for large corporations, but now any business in any market has to prove its worth to draw customers in.
Fortunately, it’s easy to see some of the components that go into the marketing plans of the world’s biggest and most successful brands. Look below for guidance and examples to help you create your unique brand.
Factors to Consider When Creating Your Brand
Know Your Audience – Branding is essentially an extension of customer service that has the ability to connect you to your audience in the digital sphere that will help you identify the likes and dislikes of your customers. Social media tools, a well-optimised blog and website can really help you shout out your Brand’s message through thought-provoking content, while getting feedback and interacting with customers on a daily basis.
This information will guide you only to create content and design that resonate with them. Capital One Small Business and Mastercard Business Solutions are great examples of how to use a professional and authoritative tone to keep current consumers and welcome new ones by outlining your Brand’s expertise in an approachable and accessible manner.
Uniqueness – Your brand must command attention rather than just hope a few people notice and have sales increase over time organically. The look and feel of your brand have to be unique. While you may work off the same playbook as your competitors, everything you do has to enhance your “speciality”.
In early 2000, Apple began to make waves in software which led to products such as Final Cut Pro and iTunes. At that time Apple was mainly known for hardware, and there was much uncertainty over how to sell something not sold in a box.
Steve Jobs wanted to move on from all forms of paper marketing, but he knew it’d be difficult to pitch to retailers without it so they paved the way for others today by using Youtube as a platform for hosting how-tos for Final Cut Pro and ads depicting the emotionality of the iPod.
Whatever you do to showcase your brand make sure it truly represents what you do.
Have a Clear Message – Keeping your brand message clear to avoid confusion with competition and deliver your message with simplicity is the best way to inform current and new customers. In 2007, Starbucks started to offer food in a separate category from coffee. This went hand in hand with the new and improved Siren logo, which is now clearer than ever with the full green background.
The brand strategy for this came from focusing on the individual personal moment’s that customer’s experience when using the service. From a barista knowing your order and your name to a quick coffee with a friend. Starbucks knew it had to pivot and be flexible to make its food offerings as strong as its beverages.
From this, you should take away the idea and inspiration that whatever you’re offering, each component is critical and should be in-line with your mission.
This is also the point where areas such as graphics, colours and taglines play a significant role – have you noticed you rarely see any further text in Starbucks branding? That’s because they established a graphic that speaks to their customers.
Personality – If you run a smaller business you may want your branding to reflect your personality and abilities. Take notes from larger companies and plan for your personality.
What words best express your business? If you have a creative business, the colours and typography you’ll use will probably be bolder and brighter than a more traditional brand.
That said, even larger modern brands have executed the symmetry of their branding. A good ex-ample of brand personality is Skittles.
From commercials to their web copy and packaging, Skittles shows that anyone who purchases their confectionery knows how to have fun.
To some this may seem silly when you’re not a larger business, but people do connect with humour and fun, as it gives light relief from the day-to-day and sticks in people’s minds, and that kind of subconscious message only serves to strengthen the impression your brand makes.
Now you’re armed with a branding toolkit; it’s time to start creating!