“Whether you’re a business looking for more success or tasked with developing brands, having a clear focus will save you time, money and tears.” The team at TEN Creative has designed a handy infographic and guide to share.
1. CREATE A BRAND PROMISE
The art to creating a solid brand identity is in having a clear brand promise. This is the perceived tangible benefit that your product or service provides. It can be expressed as an ironclad guarantee – view the classic Remington Micro Screen “Shaves as close as a blade or your money back”? Or a less measureable but more emotive promise e.g – Nike’s “JUST DO IT”. These early adverts are now a little crude but the brands are still delivering on their promise today. Ensure that what you’re promising is achievable for your brand.
2. REPETITION, REPETITION, REPETITION
We’re creatures of habit and whether we like to admit it or not, we often like to stick to what we know. That’s why it’s so important for brands to reinforce themselves over and over. Make sure it’s clear who you are, wherever you are, consistently.
3. DELIVER WHAT YOU ARE BEST AT
When it comes to business it’s important to deliver what you’re best at. Make sure you know your stuff and consistently deliver quality. Bear in mind your brand promise and be sure that what you’re offering is in line with that promise.
4. MAKE AN EMOTIONAL CONNECTION
Some of the most successful brands make emotional connections with their customers, increasing buy in and resulting in repeat business and a longer term commitment. Forget the hard sell and take time to build rapport with your customers. It’s great for brands to show a bit of humanity. Do this well and your customers will do the selling for you.
5. GET SOCIAL
Nowadays we have access to the most sophisticated and high tech marketing methods. Billions of people are connected on social media platforms, use this to your advantage. Different brands will find certain platforms more suited to them but don’t be shy, get your brand out into the ever-growing digital world and try out social marketing tools you’ve missed – you might be surprised at the effect. Remember to keep your content updated. If it isn’t current it’s likely you will lose your audience and reverse the desired effect.
6. ASK THE AUDIENCE
Don’t be afraid to ask your audience for feedback. Getting a different perspective on your brand can push things in an unexpected but positive direction. Remember you can get all the feedback in the world but it’s only any good if you listen to it, learn from it and use it. Be sure to ask for feedback in a variety of ways. The response from posting questionnaires online compared to the response you might get from sending a mail out will ultimately reach different audiences. It’s important to get opinions from a wide variety of customers so that feedback can be assessed across a broad spectrum.
7. BE RESPONSIVE
Being responsive is a high priority when it comes to customers. The quicker you respond and the more helpful and friendly you are, the more likely you are to be remembered. In this instance social media can be a huge advantage, but don’t forget a phone call or a letter can go a long way too. A good policy is to respond in the form that the communication originated from.
8. BE MULTIPLATFORM
Make sure you can be found anywhere, anytime. This isn’t as ambitious as you might think when you consider that nearly 3 quarters of the population own a smartphone or tablet. Make sure you’re optimised for different platforms. If your site isn’t suitable for use on a smartphone, chances are, customers will find a competitor’s site that is easier to navigate on the go. The digital world is becoming increasingly more mobile and if your brand can’t keep up you’re likely to be left behind.
9. BE UNIQUE
Be unique, innovative and creative. Dare to be different. The late Apple CEO Steve Jobs’ said “the people who are crazy enough to think they can change the world, are the ones who do.” Make sure your brand stands out and is remembered above your competitors. It could be a particular service you offer, a memorable way in which you market yourself or that your branding has strong recognition for being unique.
10. OFFER BETTER VALUE
Better value doesn’t necessarily mean cheaper. Depending where your brand positioning is cheaper may not work at all. Better value needn’t be a complex equation – how is your brand product or service better value than the rest? Take the classic Duracell Bunny approach – It costs more initially, but the product lasts much longer than it’s rivals. Highlight clearly how you offer customers great value.
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Original Article Featured on TEN Creative Blog
