When playing a character every action, breath, inaction, movement and even response to situations made by the actor contributes to the character build-up. These not so little things help the viewer understand the character and what their role is and why they are the way they are. When it comes to your brand every single action made should reflect exactly what you want the public to perceive of your brand. What an effective brand identity does is to help you communicate about your product and instill the feeling you want your audience to feel when they interact with your product.
What Is A Brand?
According to Jeff Bezos, "Your brand is what people say about you when you're not in the room". Your brand is what your customer perceives about your business. The word "brand" is used loosely and some people interpret it to be a logo but a brand is more than a logo, it is the total emotional response to the logo and other various elements. Your branding of your business helps you to build consumer loyalty, increase sales and quicken product differentiation in the market.
Build A Brand You Can Be Proud Of
To build a powerful brand you need the following:
1. Brand Strategy
A brand strategy is important when building a brand and an effective brand strategy should involve:
· Discovery of your brand
· Research of competitions
· Identifying your target audience
· Brand's Voice
· Brand Message
2. Brand Identity
Brand identity is the combination of all visual elements associated with the brand. The logo, typography, colors, product packaging, website design including social media graphics. Your brand identity when done right and executed correctly becomes so powerful that it is synonymous with the brand.
Take for example the Nike iconic logo even if it doesn't include the company's name, it is recognizable and important. Another example is the Apple logo, it is powerful that even on their products they only need to stamp the unique Apple logo. A consistent visual identity helps a brand to stand out in a highly competitive marketplace.
The challenge is staying attuned to changing news cycles and cultural sensitivities.
What brands like Coca-Cola, Nike, Apple have in common is the consistent strong visual identity that highlights each company’s values and goals. Varying from logo design to the strategic use of color psychology, these things make this brand easily recognizable in their various markets.
How To Build A Strong Brand Identity
· Creativity
Create a look and voice that will be reflected by all marketing channels. Your brand's visual vocabulary is reflected in your colors, fonts, logo, etc. The brand voice needs to be distinctive, your customers should relate to it and it must be consistent and stay true to your brand's values.
A way to ensure that you are building the appropriate voice for your customers is to evaluate their profession, social preferences, age, gender, and your competitions.
· Establish Your Brand Identity
Build a strong social media presence through all the appropriate channels to communicate directly with the desired target audience. A Public Relation strategy that assists with placements in the right channels, such as trade journals, television and print interviews. A content marketing strategy which helps tell the story the company wants to pass to its consumer is important. Your Brand's websites should be search friendly and contain multiple calls to action.
· Refine Your Brand Identity From Time To Time
It's important for a brand to establish an intrinsic value to the consumer, this doesn't mean it shouldn't change over time. To remain competitive, you must routinely analyze and refine your brand to ensure it's delivering. For example MasterCard’s brand identity. Master card unveiled a new, modernized brand identity in 2016. You probably barely noticed this change. That's the step to an effective brand identity overhaul; it maintains the brand identity core characteristics and elements which audiences have become familiar with while presenting a fresh and modern feel.
For your brand to become memorable it needs the consistent use of type color, images, and language. When consumers immediately recognize what you stand for and who you are because of a logo, you've successfully created a strong brand identity. At Moe's group our mission is to help your brand stand out. We are known for our efficient customer service, production quality and speed to deliver.
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