The marketplace is a crowded dog eat dog world! It is absolutely crucial and critical to set yourself apart from the pack by developing a brand and image that conveys your core values. In this post, I’m going to take you through the key elements of developing a brand and the key places where you will use it.
Branding is sometimes thought to be all about the image or the logo of a company, however, it is way more than that. It is all about core values and positioning. Think about the well known brands that you know and what the message is that they convey to you. How do the companies convey that message, it could be in their image, or it could also be in their television commercials.
The key elements of branding include:
Core values – whatever your USP is, it should show through your brand. Values might be quality, durability, speed, flexibility, unique, hand made.
Consistency – your brand needs to stay the same through every touch point with the customer. If you are wanting to be known for your quality, then you will need to convey this through every opportunity.
Positioning – this is all about where your company sits in the marketplace. What end of the scale are you on, what is your pricing model. If you go too far along the scale, you may be inaccessible to some consumers as they may feel that they cannot afford your products or services.
Use of Your Brand:
There are many occasions when your brand will need to be used. They can range from the type of paper that you use for your business cards to the style of your Facebook page. Here are some of the situations that you may want to use your branding:
- Email communication / newsletters
- Business cards
- Facebook page and images
- Website style and features
- Twitter image
- Business premises
To get started with developing your brand, consider what the USP or Unique Selling Proposition is of your company. What is it that you want to known for? Study the brands of other companies to understand how it is possible to convey values to consumers.
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos, Amazon.