Is your brand as distinctive as it could be?

 What is a brand?

The Oxford English Dictionary defines the word Brand here:

When it comes to business, the term brand is incredibly diverse. It means different things to different people. Below are 8 components which we – Elements Design Studio – use to build a brand.

1. Brand Definition

This is what defines you as a business, what you do, and for whom. This needs to be as concise as possible, as it is the foundation of your business. Like any foundation, this should be solid enough to build upon. As ideas and businesses grow into new areas, it is vitally important that this is not diluted.

2. Brand Values

These are your ideals. What do you stand for? Consumers at the consideration stage of buying funnels will demonstrate whether they’re looking for “the best…”, “the cheapest…”, “most eco-friendly…”. One of the modern developments in consumer psychology is people who want to find an affinity with their chosen brands, and you must have values that they can empathise with.

3. Brand Promise

What guarantees are you bring to the table? This is something that should be front-page when it comes to your messaging. What should your customers expect each and every time they come into contact with your brand? These will be in alignment with your brand values and brand experience for a strong identity.

Whether your brand promise is used for a tag line or a mission statement, it defines the consumer expectation. Without this, your customers will be deciding their own expectations – which you do not want to fall short of.

4. Brand Identity

These are your business visuals or what your customers are going to see. Your brand identity is made up of visual representations which portray your values, promise, and definition. These include typography, colours, hues, saturation, images, and logo variations. Even the font you use will define your business personality. Is it saying what it should? If not, use a design agency to evolve or refresh your visuals.

5. Brand Differentiation

What is your USP? What makes you stand out from the crowd? In 2021, the average person is exposed to between 6000 and 10,000 ads every day, whether they are conscious of it or not. Your brand and USP must be big and bold for your potential customers to remember you. 

6. Market Position

This is where you have decided to put your products based on quality and price. This may also tie in with your brand values and brand promise. Are you offering premium services with a modest price tag? Are you the choice for those with shallower pockets? Are you more expensive but seeking the niche consumer market that will immerse themselves in a brand which speaks to their own core beliefs? Whichever path you have chosen, be sure that your branding says this. If it doesn’t, the people you are aiming for, aren’t going to buy your products. This can be expensive if you are using marketing strategies like PPC. Your bounce rate will increase if you haven’t aligned your branding with your market position; this will also have a detrimental effect on your google ranking.

7. Brand Messaging

Similarly to your brand promise, this is your personality. It should be a living, breathing thing within your business. Brand messaging will be incorporated in every part of your marketing. Your messaging strategy should be used to speak to your customers at an emotional level. Getting this wrong will create a negative impression, which is easy to do, and challenging to change. Your messaging should be consistent, relevant, true to your brand values and be in harmony with your brand position.

8. Brand Experience

We’ve left the best ’til last. Brand experience is the interaction that your customers have every time they come into contact with your brand. 

Your delivery at each and every touchpoint creates an impression and is judged. This is key for building brand loyalty (a significant consumer trend) and makes your customers more likely to do your marketing for you. Word-of-mouth marketing is compelling and potent, as someone has already created the first impression.

Conclusion…

Delivery of clear, concise branding with a purpose and strong core values should indeed put you on a path to growing a brand that people LOVE.