Success depends on more than just a great product or service. If you’re going to knock the socks off the competition then you need to build a brand that stands out in a crowd for all the right reasons. And that means consistent application across all media channels.
The brand development process is a series of steps that will first identify your brand values and define your proposition. Through consultation and research we develop an approach to messaging and a visual language that will create the overall brand identity. Once those elements are in place we can generate creative ideas that will inspire your audience, alter perceptions, change consumer behaviour and drive genuine business results.
We have compiled this list of useful tips to help you develop a successful brand identity:
Tell a story:
To begin with, define the story of your brand. Find an angle that strikes a chord with your target market. It’s important to convey a sense of how your organisation evolved so people can connect with the brand on an emotional level. Make sure this story is echoed throughout your communications and across all touch points; convey the challenges you’ve encountered, your hopes and future aspirations.
Make it unique:
Differentiate your brand from the competition. Make sure your brand identity is unique and resonates with your audience. Use an appropriate tagline and or mission statement to support your value proposition.
Developing a consistent approach is crucial to building a distinctive and recognisable brand image. Make sure this remains consistent across your website, social media pages, product packaging and event materials, not only visually, but also with regards to the content and tone of voice. This will all help to develop brand recognition and increased awareness.
Make it memorable:
As most of us are bombarded daily by a vast amount of information and images, brand recognition is crucial. The main ingredients to achieve this are differentiation, consistency and the selecting the right platforms for your brand.
Develop your brand’s personality so that it contributes to better recognition. Associating character traits to a brand will help people relate to it. It’s important to spend time looking at your audience and understanding their values, beliefs and lifestyle choices.
Clear and unambiguous:
Your brand identity must be professional and unambiguous. Customers and prospects should be able to recognise your brand through its logo and tagline, even use of colour and context. Keep it simple and avoid conflicting elements that may cause confusion.