When branding your company, not only will you need to communicate how you are different from your competition, but what value(s) are placed on that difference.
Although your logo is essentially the face of your brand, there is a lot more to your brand than your logo.
Your brand is how the public is able to identify with you visually, but it needs to be supported by brand values. In other words, to make the sale, you’ll need to “convince” your consumer that your brand (product or service) is right for them – it needs to resonate with them.
In marketing, we make connections with our consumers by determining your brand values and making sure they accurately reflect your brand.
After you’ve established your brand values, you’ll need to create supportive messaging for your brand. Here are a few tips to get you started:
- Put your best foot forward: Determine or develop a positioning strategy that makes your brand a leader in your category.
- Make the right colour choice: Establish colour as an icon that represents your brand exclusively. Think UPS.
- What they think matters: Talk to your stakeholders to be sure that their perception of your brand accurately reflects the reality of your brand. It is a good opportunity to validate your values as well.
- Sync your brand logo and culture: Your brand logo should reflect your values and also help to differentiate you.
Branding is complex, but if you are able to build these four steps into a cohesive message, you will be well on your way to strengthening your brand and make it easier for you to sell your products or services.
Do you feel if you have a brand that accurately reflects your brand culture? How important do you think it is to have a cohesive brand? Please share your experience in the comments below.