In this fast changing world we are often subjected to the intense pressures of managing and communicating our brands and may lose sight of the key elements of brand-building that need to be remembered. Here are the main ones, and you might want to use them as a quick checklist for looking at your branding activities.
Firstly, brand is very strategic. Most of the world’s top companies use their brand name(s) to drive their businesses and their marketing. A great brand strategy can take you into many different markets but the heart of a great brand strategy is an emotional driver of universal appeal that will be decisive about what it stands for and attract customers looking for that emotional attachment. Using one emotional word can you answer the question “What does your brand stand for?”
Secondly, a personality for your brand is critical in bringing it to life for customers. Personality governs the tone, manner, attitude, look, and feel of all brand activities. Have you checked lately that your brand’s personality is still relevant to its emotional vision and the expectations and lifestyles of your customers? Try writing down the personality attributes of your brand and match them to its main emotional driver. Is this the kind of person that would deliver on what your brand stands for? Has it got both the rational and emotional characteristics to give the right balance?
Thirdly, markets change fast in line with customer needs and wants and competitor activities. What is the positioning for your brand? Have you checked recently that the answers to the questions “Why is my brand different?” and “Why is my brand better?” are still viable? Do they still provide a clear point of differentiation for your brand? Are you communicating this position well to the right audience?
As brands fight for share in the marketplace the above three strategic points of reference are often forgotten. If a brand doesn’t have an emotional connection with consumers; if it doesn’t have a distinctive and relevant personality to reinforce that emotional driver; and if it no longer has a clear point of differentiation, then however much money is spent on brand communications may be wasted.
Another brand insight from Paul Temporal