Using professionally-designed Brand Elements will create a cohesive brand identity and message and boost the results from your brand marketing and communications.
Branding is one of the most complex parts of your business marketing, YET everyone believes they can do it themselves?
The term ‘brand’ is used very loosely when it comes to business marketing, but in the end, its takes an expert brand agency to help you design each brand element and bring them together as an essential marketing and sales tool.
Branding isn’t a website or a fancy logo!
Branding IS the consistent use of ‘Brand Elements’ across all your marketing and communication processes that will build your brand identity in the marketplace. These brand elements include your brand name, logo, slogan, jingle, brand message, company profile/description, style, font style.
Busting some branding myths
Don’t confuse your brand with the tools that are used for its marketing and communication.
While websites and digital platforms play a significant part in marketing your brand, these are not brand elements.
Your brand is FAR MORE than just a fancy logo, images or graphics.
Logo and graphics are only one part of the communications needed for a brand.
Don’t underestimate your brand message and positioning
Not everyone watches cool videos, enjoys fancy graphics, nor cares about funny Facebook posts. It’s essential that your marketing message and positioning all link back to the absolute fundamentals of what you do.
Understand who your customers really are (They may have changed)
To be able to connect and communicate with your customer (the REAL buyer), it’s essential that you understand their persona and what makes them tick.
What you say about your brand may not be what your customers hear
Sometimes you can be too close to your brand and what you are trying to say, may not be in the wrong language that suits your audience.
Your cousin’s sister’s boyfriend who made a cool logo once doesn’t make him a brand expert!
It’s great to get feedback and support from others, but when it comes to THE MOST important part of your business marketing, work with a brand agency who specialises in branding.
Getting your Brand RIGHT!
Designing Professional Brand Elements
For anyone to begin creating a brand, it’s necessary to have a good understanding of what the main brand elements are.
We’ve grouped the most relevant brand elements, each with various actions or tools that you can use.
Developing a Brand Identity
Brand identity is the way people recognise and associate with your brand.
It may be through the logo, message or other associated graphical elements. An example of this could be the Nike ‘Swoosh’ or their tag line “Just Do It”.
When you are creating your brand identity for your product or business, it’s important to keep consistency by creating some brand guidelines or a brand style guide.
Your brand identity is built up of many different attributes, such as logo design, colour scheme, key message, typography, and other elements that add to the way consumers visualise your brand as a whole.
Brand Image: (Logo and graphical elements)
The brand image associated with your brand can dictate how people perceive your brand.
The brand image also dictates what consumers expect from your brand. People perceive McLaren and Porsche as high-end sports cars.
Take your time to create your visual brand trademark.
Your brand style guide takes the heart and soul of your brand e.g. your mission, vision and values, which translates into its design.
A brand style guide is a rulebook that explains how an organisation presents itself to the world through its logo, font and colour selections, photography and much more. It’s the reference tool that helps maintain consistency in what a brand looks, feels and sounds like. Using a brand book ensures that your brand looks and feels the same, even when you have different people working on customer service, marketing, design and sales.
Brand personality is much like the personality of human beings. It’s the emotional or personal qualities that we associate with a particular brand e.g. youthfulness with Apple or ruggedness with Wrangler.
Every element of the brand identity, including the colour of the logo and the typography on the brand name, adds to the personality. Today’s consumers resonate more emotionally with brands, so it’s crucial to get this part right.
Brand experience is a combination of everything that a customer goes through while purchasing and using that brand. For example, when they buy something, what is the delivery and communications like? Do you have a unique type of packaging? Is there a follow-up engagement process?
Think about how you can make uniqueness to your brand experience as part of your brand identity.
Brand extension is basically the idea of going beyond one’s origins and exploring newer channels or opportunities, e.g. Apple started with Computers but has revolutionised the way consumers now take digital photos using a smartphone.
Think about your future
Plan for your brand evolution
Working with a Brand Agency will show you how to use brand strategy and tactics within your business and brand development plan.
Understanding your customers and creating a buyer persona
Do you know who your shoppers are?
How much do you know about them?
Buyer personas are semi-fictional representations of your ideal customers based on data and research. Personas help you focus your marketing and sales resources on more qualified prospects.
Get your persona right, and you’ll be able to attract high-value visitors, leads, and customers to your business who you’ll be more likely to retain over time.
More specifically, having a deep understanding of your buyer persona(s) is critical to driving more personalised content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.
Creating a customer persona
The first thing you need to do is create a persona template that can be used to capture the types of information that will be required to understand in detail exactly who your buyer is?
The information in your template will be the attributes such as location, age, interest, goals, job position, challenges (ask us for a copy of our template)
The information you gather will be used to craft personalised brand messages and the creation of content for your audience e.g. brand message, brand positioning, sales elevator pitch (we will talk about this topic tomorrow)
How to gather this information
– Look through your contacts database to uncover information or trends about how leads or customers find and consume your content.
– Run surveys and ask our audience relevant questions to build a profile.
– On your website, use form fields to capture information when people contact you or subscribe to your newsletter or download information etc.
– Train your sales team so they can ask the right questions during their sales calls and how they can do some research.
– Interview your customers and ask them what they like about your product or service.
IMPORTANT: Over time, your buyer profile will change.
As technology advances, and as new products disrupt your industry segment, it’s crucial that you update your buyer persona.
Fail to do this will result in failed marketing and sales campaigns (waste of time and money)
Designing your brand message and positioning:
Creating effective marketing campaigns relies on your positioning and message.
Get this piece wrong, your campaign is doomed.
It’s crucial to get your brand message and position right early. It plays a vital role across all areas of your business marketing and sales, including; your website, your sales presentations, your marketing collateral, your social media content, and even your internal communication material.
There’s only one sure-fire way to build a strong brand, and that’s brand positioning. Here’s how to successfully position and communicate your brand in today’s market.
Understand your current brand position
Your current brand positioning gives you an important insight into where to go next. You’ll need to understand your current position to further analyse your competition and create your positioning.
Understand your customers
We’ve spoken about customer profiles and buyers persons, so start by considering your target customer and defining who they are.
Identify your brand value
Determine your brand value and what makes you different from your competitors. Understand the problems you solve and what makes your offer or solution so great.
Your brand promise should be targeted toward the customer, convey your vision, and clearly state what you actually do.
Get granular and start breaking your brand promise, positioning, and mission statement into “brand pillars” that describe the three most important selling points of your product.
Determine the problems you solve
Each of your customers buy from you because they have a problem to solve. Learn what their challenges are and how your solutions will rectify this for them.
Create your Brand Messaging Pyramid
Use our brand messaging pyramid worksheet to define your brand message but more importantly, create your company profile and sales elevator pitch. It’s THESE that will make a HUGE difference to your business marketing (and they build brand $ value)
Context: describe what the current state of play is right now for your customers.
The Problem: detail the challenges your customers face.
The Promise: describe how your solution promises to solve these challenges.
The difference: how your solution will improve their world and make it better.
The enabler: your solution offer
FINALLY, publish your new company profile across the various platforms that will carry it to your customers e.g. email communications, blogs, sales pitches, brochures, media releases, websites and social media.
How to market your brand
Learn how to use the many digital platforms to amplify your brand and market it to the world!
In the modern marketing landscape, there are countless ways to market your brand and tech tools and platforms that you can use to reach your advertising goals. It’s not always easy to choose the best ones, but we’ve narrowed down to the most effective and most widely used tools for brand marketing.
Website Marketing and SEO
The very first thing you should do is to create a website.
The second is to create content which is both helpful and educational, in order for people to know who you are and what you can offer.
This process can be seen as a smart way of luring customers in so that when they’re ready to buy, they will look at your brand instead of that of your competitors.
THEN, focus on your SEO (search engine optimisation). Use the tools available from Google to find the right keywords that your current AND future clients and customers will use in order to find your service or product.
Social Media Marketing
It is estimated that two-thirds of people on the planet have a social media profile that they use on a daily basis. Amongst the most renowned social media platforms, you can find Facebook, Twitter, Snapchat, LinkedIn, Pinterest, Instagram, TikTok etc.
What separates each one from the others is the uniqueness of the content, message and its interactions. Choose the right platforms that your customers use and build a content marketing program around them.
As daunting as it may sound, social media platforms allow users to engage in live-streaming.
Facebook, YouTube, Instagram and even LinkedIn allow you to create live streams, stories and also podcasts that you can use to engage and interact with your audiences.
Thought email was dead?
Research shows that more than 34% of the people worldwide use email every single day, this equates to around 2.6 billion email users over the coming years. Consumers are sick of being bombarded by generic Facebook advertising, so many have reverted back to email.
If you’re the proud owner of a brand which offers a niche service or product, it’s essential to maximise on podcasts. Of course, if you have developed a product which is similar to others, it may be harder to grab the attention you want, or it may just take a bit more time.
Don’t knock it ’til you’ve tried it.
Not everyone watches videos or have time to sit in front of a PC. Podcasts give them the ability to ‘learn on the run’.
75% of marketers are estimated to have used influencer or affiliate marketing to get their brand better known. To put it into practice, you can make use of blogger reviews, endorsements from reliable brands or experts, and even social media posts. This technique will be successful provided that you focus on telling your story and set realistic expectations.
Resellers and Partners
Think about ways that you can expand your sales and distribution channels.
Identify new sales channels and then find resellers who are active in these segments.
Pull together a marketing and sales support program to ensure that each reseller is armed with the right information to be in the best position to sell your products.
Referrals and Recommendations
Generating new sales leads is an expensive activity for any size business. The cost of brand marketing and running lead generation campaigns takes time, and it also comes with a fair bit of risk.
Business Referrals ARE the MOST effective and fastest way to generate new business, and it’s easy to do. Work with your customers and partners to create a range of quotes, recommendations, case studies. Use these to work with your resellers and partners to generate sales referrals and cross-brand campaigns.
3rd Party Platforms e.g. eCommerce Marketplaces
Australia is the tenth-largest eCommerce market by revenue, according to research by Management Consultancy firm, A.T Kearney. This research clearly highlights an OPPORTUNITY for retailers to tap into this online marketplace segment to grow additional sales.
Learn how to sell your products on the top Australian Marketplaces such as Amazon, eBay, Catch, Kogan, GraysOnline, MyDeal and TradeMe PLUS International sites such as Alibaba, Jet, Fishpond, Rakuten, Etsy, Newegg, and Overstock.
Need some help with brand marketing?
Why not visit our self-help digital marketing dashboard and use the tools, templates and services to help you promote your brand to the world
Book your Brand Healthcheck.
Our team offer a free Brand Assessment service to help people develop their brand development and marketing plan. Normally $895, this service is free to new customers. Register for this complimentary service below.
Sign-up for our Brand Optimisation Service
Our essential brand development and marketing services.
This package has been heavily discounted for NEW customers who feel that their business brand requires some development. We bring EVERYTHING back into focus allowing you to invest confidently within marketing and business development campaigns.
If you need some advice or guidance with you Brand Development and Marketing, just give us a call on +61 3 9863-7444 or email [email protected]