Your Brand should be built in a way that resonates with your potential customers through its purpose and reputation.
Your carefully constructed Brand creates a visual, emotional, and cultural connection between customers and your company, the product or service, and the type of consumer it attracts. It is crucial to building brand consistency at all touch-points with your customer.
Businesses many times focus on more obvious areas first, like distribution, pricing, and advertising, and with that, they neglect to ensure that the core of their Brand is clearly defined.
This is usually leading to increased confusion on customers’ side as they are getting inconsistent messages and consequently to lower results.
Remember, the Brand is so much more than just a name and a logo.
Imagine it like a house built of bricks. If you miss solid foundations, how are you going to build floors that withstand high pressures?
A beautiful shiny roof and a steel rooster on the top doesn’t mean your house is strong!
“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” (Sir Richard Branson, Virgin)
All big brands are purpose-driven; that is what made them big. It is not about selling a product; it is about producing a benefit, value to your customers.
Mission & Vision
What is the reason for why you are doing what you are doing (and money is not the answer!) and where you see your company in the future
Product portfolio is your company’s biggest asset, and building a clear architecture opens the vast potential for growth.
Smart Brand strategies require an in-depth analysis of the market you are in, its dynamics, potential, and your competition.
Understand your customers intimately. Reflect their concerns, pains, fears, believes by operating a purpose-driven product.
Your potential customers will choose your product because it’s bringing a solution to their problems. However this is not the only reason…
Smart Go-To-Market Activation connects your Brand with potential customers. Or to put it differently, how can you fill an empty space in your customer’s brain with your Brand?
You have just built a strong Brand. Good job! Now you know where you are playing, who is your competition and your potential customer, and what is driving your Brand, what you want to achieve and why. Let’s use these fundamentals and start building the next layer of “bricks”.
Now it is time to put your product on the market, to be more precise, to put it in front of your potential customers. Make them aware of your solution that you’re bringing to them. Start yelling, ‘I can make your life easier!’
At this stage, your Brand becomes a part of a specific environment, an ecosystem with its rules and pace, which you have to master as best as possible.
The only (and the biggest) question here is how and where you should do that for your customers to recognize your product as a beneficial, how you can build a bridge between the two of them.
Maximize your Brand salience and penetration and convert your customers!
“A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.” (Scott Bedbury; Nike, Starbucks)
Everything that you build is defined by your customer’s behavior, thoughts, and beliefs. The message that you want them to get from you should be conveyed in a language that resonates with them.
Knowing your Brand’s benefit edge is giving you a competitive advantage.
You’re not selling your product, remember? You’re offering a solution; therefore, it should be shaped in a way to convert your potential customers.
Right communication and distribution channels help you convey your message to the potential customers, increasing salience and penetration of your Brand.
Every step you do is a step towards specific goals which must be defined before your action.
It is predicted that the pace of change will only accelerate in the future. You don’t want your Brand to be left behind!
Life is not static, and the same goes for Brands. We are facing dramatic changes in all areas of our lives. It’s no mystery; it’s all about change, so first, you have to be willing, and second, you have to be ready to change.
Your Brand’s success is subject to internal and external factors that you can or can not completely control. It is in our nature that we are more susceptible to threats than we are to opportunities.
But it’s in your hands how you will decide to act. You can take it as a threat, or you can make it as an opportunity. Some are obvious; others still need to be discovered; some are quick-fixes, others take time.
Regardless at which stage your Brand is in terms of long-term development, there must be a plan developed with a clear
focus on your future path. It is ‘work-in-progress,’ never finally done due to ‘everything changes’ fact; however, not having a long-term strategy is like sailing without a compass. You definitely don’t want to rely only on luck.
You should know today how to turn the winds of change into the power to grow.
“Without continual growth and progress, such words as improvement, achievement, and success have no meaning.” (Benjamin Franklin)
Are there any other channels or perhaps different ways to increase the availability of your product?
Are you leveraging new technologies and situations for developing new products, new methods, etc.?
Expansion to other Markets
Is your Brand built in a way to serve also in other markets or even industries?
Review all Brand Building Blocks if still relevant and appropriate to address your potential customers’ needs.
Opportunities may lay in a company’s own specific modus operandi.
Adjust over and over again
Changing external and internal circumstances require constant development, revision and adjustment of current tactics and strategies.
Together we are defining your Brand / Marketing challenge
Getting more information about your Brand and Business goals
Developing a Brand Strategy aligned with your Business goals