Brand definition should be the product of a well-thought-out unified marketing campaign—a strategy for sharing what an organization stands for. It should include all advertising and marketing media from collateral material to the sign on the building. It shouldn’t be left to the consumer to figure out the mission and vision of the business. It shouldn’t be confusing—jumping from one message to another depending on the format. And it shouldn’t be distracting, obscure, or irrelevant. Here’s how to define your brand.
Defining your Brand
- Who is your target audience? What do your customers have in common? What market do you want to reach that you haven’t?
- What are the benefits? What does your product or service do for your customer? What are the benefits to them?
- What problems do you solve? How do you help consumers? How do you make their lives easier?
- What’s your position in the market? Are you high end or low? Do you deliver faster, make it better, or excel at customer survive?
- What is your message? What should consumers know about your brand?
- What is your vision? Where is your organization headed and how will that impact clients?
- How are you perceived by customers, clients, and prospects?
Creating your Brand
It begins with a logo. The logo should be easy to share across formats. FAQ: Can you use my Logo in the Design? A logo should be simple, uncluttered, and easy to recognize.
Add a tagline. A tagline is the beginning of your story. It introduces the prospect to who you are and what you do, for example we use several as lead ins to our stories such as, “Drive Your Business”, “Power of Promotion”, and “Light the Night”
Tell your story. Keep it simple and on point, but compelling. The prospect should want to learn more because they can relate to and appreciate your story.
The next step is to share your logo, tag, and story.
Sharing your Brand
You should share your brand on everything your organization has that a customer or prospect might be exposed to.
- Social Media Icons – All should use a version of the logo
- Websites – Every page should fit a style guide conforming to established brand typography.
- Signage – Interior and exterior signs should use the logo, colors, and the typography of the brand.
- Blogs – Once again, the format, images, and header should fit the style guide.
- Collateral material – All printed information from brochures to service forms should conform.
- Vehicle graphics – From tankers to golf carts all should share the brand.
- Other graphics – Floor, wall, and window graphics need to fit the style guide.
- Business cards – Should promote the brand while sharing contact information.
- Promotional products –Trade show giveaways, holiday gifts, and employee recognition awards should all be branded with the organization’s logo, font, and colors.
A successful brand builds trust; it’s recognizable in many forms, and relates to the consumer. Sharing who you are, what you stand for, and how you can be counted on should be shared across media in a unified brand. If you have any questions, please contact our TKO Marketing Solutions Team they’re pretty “brandy” at this sort of thing.