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Do you have a strong brand?
In today’s tough economic climate, it is important that your brand remains strong. If a brand is weak, it is common practice for companies to offer price reductions and promotions to generate interest as they have little value to draw upon.
In contrast, a strong brand can sustain a tough market. It is during these times that your competitors may pull back from branding and marketing from fear. This creates a great opportunity to reinforce your brand, build strength and gain more recognition. It is a chance to be seen.
What are the elements that distinguish a strong brand?
A strong brand has its own unique personality and is clearly defined. It is important to capture the core essence of your brand, in other words, how do you want your customers to feel and think when they see your brand? It may be innovative, technological, environmental, fun or educational. This personality defines how your company expresses its offer in the market. These distinctive qualities will make your brand memorable and recognisable and help connect you to your ideal customer.
Creating desire
A strong brand is about creating a connection with your target audience. What are your customer’s hopes and dreams and how can these feelings be used to increase desire for your product or brand. Branding is how companies communicate and deliver these emotional rewards and create a sense of fulfillment to the consumer.
Differentiation
A strong brand stands out from its competitor. Highlight why your brand is special and why it is different to others. This adds value to your brand.
Authentic
A strong brand is honest with the way it represents itself. It is important that your brand message is believable and does not promise anything you cannot deliver. This creates trust.
Consistency
A strong brand is consistently represented in the same way, with the same personality, brand colours, typefaces, messages and tone. They stick to a brand style, as they know that this creates recognition and builds trust. This does not mean there’s no room for creativity within the concept; it means that all marketing needs to sit within a brand framework.
Repetition
What now?
Use the above criteria to make an honest assessment of your brand and discover the areas that you may want to build on. A strong brand will enable your business to compete now and in the future. It should grow and transform as your business grows and transforms and should be constantly assessed.
Best of luck, and don’t hesitate to call me if you’d like to talk about how effective design can benefit your business!
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