17th December 2019
Branding pioneer Walter Landor
Branding caters to be one of the crucial most aspects of any business, no matter it being large or small, retail, or B2B. An effective branding strategy gives out a significant edge in this day to day increasingly competitive markets. The tangible value of a product may be easy to calculate. Still, it is your consumers’ perception, which actually determines the real goodwill of your brand in the marketplace. Due to this reason, the ability of your brand to build its value and communicate it to customers through proper marketing is essential for the long-term success of your company. But the question arises that what exactly does “branding” mean?
To put it in simple words, a brand is a promise to its customer. It orientates the consumers to what they can expect from your products and its services. It makes a distinction in what your organization is offering different from its other competitors. Any brand is differentiated from what it is, what it strives to be, and what its customers apprehend it to be!
Another fundamental key which you must know is that the foundation of any brand lies in its logo design. Whether it be your website, your packaging, and promotional materials or anything that can be integrated through the logo, will promote the message of your brand.
To put forward a brand message can be described in simple words as any verbal expression that ensures to communicate your brand promise to the targeted market. To create an effective brand messaging, always remember to avoid being repetitive. Delivering the same message to each audience will grow musty really quick.
To avoid staling the audience, the best strategy to fascinate the consumers is brand messaging takeaways; rather than using old-fashioned word-by-word brand messages. To be brief, a brand takeaway is the concept behind your brand or product that you want your audience to have in their head each and every time they hear from you. But, do not overload this idea; for each audience, three to four takeaways are enough. Brand messages can change over time, but the brand’s corporate ideas that lie behind them must stick. Those organizations which use this approach of brand messaging strategy, create greater brand integrity and have a long-lasting engagement with their audiences.
Brand messaging is solely dependent on other’s viewpoint concerning your brand. This concept is not just limited to your customers’ perception only; instead, it is justified with your own team’s point of view regarding your brand as well. Any sort of branding will always begin from within the company. The culture of the organization, its values, and mission statements set forth the foundation for how your potential customers experience your brand, which would decide your worth in the market.
In simple words, the internal brand messaging or internal branding is a collaborative method that motivates the employees of the organization to keep the brand promise. The first step of Brand messaging starts with you and your team’s definition for your brand. Any brand’s vision, mission, and values affect its employees, corresponding to as much as it affects the general public. The culture of the company is developed directly from the circulation of internal brand messages (for example, Nokia – Clear vision, goals and shared management principles, Samsung – faster speed of decision making, Google – fun work environment, and so on). Always remember, when you start to draft your internal brand messaging, spend some quality time in identifying the core mission of your brand, its vision, and crux values. The strategy will help in the long run for your business.
External branding caters to the marketing activities that are created to influence the mindset and purchase behavior of customers and proposed customers for your organization’s product or services. Its messages are propositioned for the general public and are visioned for soliciting the business. External branding is always necessary for attracting the targeted population, the better the branding, the better will be the revenue.
Some features of external messaging include the positioning statement of your brand, differentiators, value propositions, and your slogan. These are the core statements for successful branding strategy to keep the name of your brand logical and persistent in the competitive market.
Below mentioned are some components that are necessary for brand messaging:
There is this witty saying which goes as ‘Nothing should ever be implemented before you establish what you plan to achieve.’ Without being SMART (specific, measurable, attainable, relevant, time-specific) in your objectives, it is almost impossible to tell whether or not you have been successful in achieving your goals or not. Suppose that you increase the sales by 15%, (that may be an excellent achievement in your sight), but how will you determine it as a success until you are not sure what exactly was the objective that your organization had aimed to achieve.
This is no brainer, strengths, weaknesses, opportunities, and threats. SWOT Analysis always guide towards success. In order to emerge as a powerful competitor, it is crucial to be aware of all your strengths and polish them; know your weaknesses and turn them into your strengths; turn your opportunities into your success and your threats into possibilities!
The targeted audience is who you intend to influence your brand communications. A proper market and consumer research must be done to target the appropriate audience or population for selling your product and services.
The vision of a brand is aspirational – it communicates what your organization aspires to achieve collectively, plus it paints a picture of what success would look like. In addition to this, a vision statement demonstrates the role which your organization will play in the industry. Moreover, it reflects the goals and priorities that are expressed in a company’s strategic plan. Some of the basics to creating a brand communication platform involve: drafting your company’s vision, an elevator pitch, and an accurate and brief 10-minute presentation.
The mission of any organization illustrates what the company hopes to accomplish. The executive director of the Mulago Foundation, Kevin Starr, advises the companies to follow the format of “Verb, target, outcome,” in order to achieve focused and straightforward mission statements.
A brand promise is the credibility which the brand passes to its audience. It is a one-line statement of the most substantial value proposition made to the audience. A brand promise provides a clear, easy-to-understand message to the targeted audience, legitimizing the benefits of using a peculiar brand.
Brand positioning is an act of designing the company’s offering and image to occupy a distinct place in the mind of the target market.
– Philip Kotler
Brand Positioning is the unique space that any particular brand occupies in the minds of its customers. This trait makes the customers connected to the brand, and it makes them associate feelings, emotions, and sentiments with it. These syndications allow the brand to stand out from the competition. Positioning is the reason why customers buy any particular brand does not necessarily differ from the competitors.
Brand tagline ceases to be the most succinct thumbnail categorization of the brand’s business. This factor has the power to encapsulates your entire brand in a few words.
Key brand messages are the central points that an organization will want your target audience to hear and remember. To develop key brand messages, you would need to know the salient points that will resonate with your target audience and how will you communicate those points clearly and concisely.
A brand personality will define your complete brand, plus it will have the power to attract or repel the customers as well. A well versed one-para statement which describes the entire soul of the brand, its quality, values, and the experience of interacting with it. In short, the brand personality must summarize the distinct impression that a brand ceases to make via visual, written, and spoken communications.
Once you enter the market, the most important thing to understand is to know where you stand as a brand in the market. Know where your brand falls on the value scale and consistently adapt your marketing strategy concerning it.
To be a successful brand, and to stand out in the market, be sure to visualize what you are offering rather than telling; create a long-term story arc; remember that consistency is critical; and last but not the least, once you get your audience’s attention make sure you keep it.
“Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit.”
— Conrad Hilton
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