It’s easy to pin point a brands weak spots when you’re aware of what builds a strong brand. Although there’s no rigid rules behind the structure of a brand, using your creativity to hit the key marks makes all the difference.
It’s much easier to list the name of brands you know, than it is to actually define what their brand actually is. There’s often a struggle that comes with cultivating a strong brand because it’s a complicated component to put your finger on. Exciting brands are constantly reinventing itself in order to relevant. While consistency is crucial to every aspect of brand identity, leaving room for flexibility allows it to grow with an audience.
The basic definition of a brand is, a type of product manufactured by a particular company under a particular name. Though still an accurate explanation, it leaves room for countless possibilities in the direction a brand can go. But with that freedom comes lack of understanding where a brands unique qualities get lost together.
Marketing has continued to go through stages, and in the 20th century it began shifting the focus towards perception. In The 22 Immutable Laws of Marketing, Al Rise and Jack Trout share that “It’s an illusion. All that exists in the world of marketing are perceptions in the mind of the customer or prospect. The perception is the reality.” A brand is an element of marketing that evokes a thought or feeling in people when they hear it, from that point it’s up to you to make sure your product or service represents that.
Coca-cola conducted 200,000 blind taste tests which demonstrated New Coke to be the number one in taste against Coca-Cola classic, Pepsi-Cola, and Pepsi. Despite these results, New Coke still placed at third in the market battle, and leading was the original formula Coca-Cola Classic. “Marketing is not a battle of products. It’s a battle of perceptions” says Rise and Tout.
This might leave a lot of ambiguity when it comes to developing a brand but there are simple ideas to keep in mind to help lead on the right track.
Your brand should reflect the specific message you want your service or product to say. Making sure there’s a strong understanding of the message is only the first step in figuring out how to use that to build a connection with an audience. Regardless of the industry your brand is in, there is a distinct message to be told inspired by your brand and pin pointing that message will help push it towards success.
There are three principles we use here at Climax Media to guide us in the right direction to enhance our brand. Purpose, position and personality, all of which can be broken down and translated in a number of different ways. Brands often don’t grow their success with filling in the missing pieces for these principles. After doing a bit of research it’s easy to see many have created different sets of principles. Finding what works best for your brand can be key to shaping the consistency and strength of the brand’s voice.
Many popular brands that come to mind are recognizable from purely just looking at a set of colours. This is a big advantage and goes to show that the visuals used to represent your brand are vital to a brand identity. The design of the logo variations, colours, and templates shouldn’t be overlooked because they are important features that work together to strengthen the consistency of your brand.
After you’ve nailed down the details that build up these key components of your brand, it doesn’t just stop there. Have you determined the language behind the personality of your brand? What type of marketing would be most effective? Is your brand in line with any others to potentially collaborate with? This process doesn’t always have to be difficult but it shouldn’t be rushed because it’s all about translating what makes your brand yours. There are many questions that could be asked, but how you explore the answer is endless. Exploring what works best for your brand is part of the fun, but remember authenticity is everything. Consumers can consciously or even unconsciously read right through a brand that isn’t honest or made-up. Building a relationship between people and your brand takes constant work, remember that each interaction counts. “Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.” Jay Baer Author of Convince and Convert.