Using professionally designed Brand Elements will create a cohesive brand identity, brand message, and sales offer that will ultimately boost the results of your marketing and communications.
Branding is one of the most complex parts of your business marketing, YET some companies believes they have the experience and skills to do it themselves?
The term ‘brand’ is used very loosely when it comes to business marketing, but in the end, it 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 slick website or a fancy logo!
Branding IS the consistent use of ‘brand elements’ across all your marketing and communication processes that builds your brand identity and message across the marketplace.
These brand elements include your brand name, logo, slogan, jingle, brand message, company profile/description, style, font style, plus others linked to your marketing.
Busting some branding myths
You’re website is not your brand!
Its a marketing platform that is used to amplify your marketing and communications.
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 care about funny Facebook posts. It’s essential that your marketing message and positioning all link back to the absolute fundamentals of what you do, stand for, and care about.
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. Get this piece right, and you will see far more sales conversions.
What you say about your brand may not be what your customers hear.
Sometimes, business owners and marketers can be too close to your brand. The result is what you are trying to say, may not be the right language for that audience.
Your cousin’s friend who made a cool logo once IS NOT 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 that 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, values, and social causes which translate 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 of 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.
Social Cause or Values
Today’s consumer is extremely connected to social causes, fueled by social media sites.
Take the example of Nike who have withdrawn from Russia due to the Ukraine war. This is a stance they have made because their brand value and social cause aligns. What does your brand stand for? it could be as simple as aligning with a charity?
Think about your future and plan for your long-term brand evolution
Working with a Brand Agency will show you how to use brand strategy and tactics within your business and brand development plan.
Free Brand Strategy Development Guide DOWNLOAD NOW >>>
Additional Tasks that make GREAT Brands!
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.
The information you need will be attributes like location, age, interest, goals, job position, challenges.
(ask us for a copy of our template)
Designing your brand message and positioning
Creating effective marketing campaigns relies on your positioning and message.
Get this piece wrong, your campaigns are 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.
If you need some help?
Why not use our FREE Brand Strategy Development Guide DOWNLOAD NOW >>>
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 (your value)
Each of your customers purchases 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)
Don’t forget to publish your new company profile across the various digital platforms and tools that carry your message to your customers e.g. email communications, blogs, sales pitches, brochures, media releases, websites and social media.
Need some help?
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Need Branding Help?
Brand Development Dashboard
This website is full of great information, tools, and services that help you to develop a powerful and focused brand, and communicate this with your customers.
Vist Brand Marketing Dashboard >>>
Brand Identity Service
rev™ Brand Identity Service helps you to build a powerful and focused brand, making your sales offer irresistible to your customers.
Learn More about Brand Identity Service >>>
Digital Marketing Dashboard
Learn how to create hyper-targeted multi-channel marketing campaigns that will connect your brand with shoppers.
Digital Marketing Dashboard >>>
Ready to Start a Branding Project?
Book in for our rev™ Brand Healthcheck.
This brand audit provides a starting point for you to begin your brand journey. We review your online branding and then benchmark this against competitive companies in your industry segment.
rev™ Brand Healthcheck Service is currently On Sale!
If you need some advice or guidance with your Brand Development and Marketing Project, please give us a call on +61 3 9863-7444 or email [email protected]