Creating a strong brand identity for your organisation. We’re experts at developing your brand, including creative use of social media and new emerging platforms.
Good Branding will set you apart from your competitors, it will help define your unique character, which will in turn enable you to connect with people on an emotional level.
Understanding the rationale for branding:
What is a brand?
Simply put, a brand is a promise. It’s a promise you make to consumers when they do business with you. It’s not a description of what a company does in a literal sense. It’s a description of the company’s character. To some extent, it’s a mission; it’s how the company creates and delivers value.
The brand logo and the brand name are not the brand itself. Rather, they are the visual cues to trigger that locus of emotions that the brand promises you.
Why develop a brand?
A strong brand creates customer loyalty, and that increases the value of your company, value which can grow if you continue to invest in the brand. Brands allow you to set higher prices for your products and services. People associate higher quality to branded products, and they’ll pay more than for a generic version, even when the two products are identical.
Loyal customers don’t need to be marketed to as much. With an established brand, it’s easier to launch new products. When consumers see the brand’s logo on a new product, they instantly associate the brand promise to that new product from day one.
There are other benefits of brands than just the marketing advantages. For example, studies show that companies with great brands have lower employee turnover. Popular brands help companies recruit the most talented and passionate employees. Brands create status and esteem for your company in the minds of industry leaders, community leaders, the media, and financial markets.
Cases when developing a brand might not pay off.
There are certain business situations where it would be a waste of money to develop a brand. For example, in completely new markets where there are very few, if any, customers, you’d be smarter to invest your resources in growing awareness and interest in the category first.
If you’re already the market leader with most of the market share, creating a brand probably won’t pay off. If you’re in a highly fragmented industry, with hundreds or even thousands of small competitors, a brand may not be able to reach enough customers to make it worthwhile.
If your business is such that you have only a handful of customers, perhaps even one customer like the government, branding won’t do much.
When developing a brand, consider:
Defining the brand
Defining the brand:
- Identifying core values and purpose
- Creating brand drivers
- Deciding on what to brand
- Designing your brand architecture
- Identifying your brand personality
Positioning the brand
Positioning the brand:
- Identifying your customers
- Understanding your customer’s beliefs
- Developing your brand promise: The value proposition
Expressing the brand identity
Expressing the brand identity:
- Developing the brand’s name
- Creating the brand’s look and feel
- Creating the brand-promise touchpoints
Build awareness of the brand
Communicating the brand:
- Internal and external channels
- Creating brand guidelines
- Digital media and social channels
- Product packaging
- Branded spaces nd environments
Measure the brand
Brand performance and value:
- Understanding brand performance
- Measuring brand equity