We often hear people talking about brands, but sometimes it is hard to tell what that really means. A brand is defined as “a sum of how a business or product is perceived by those who experience it.” This perception can come from customers, competitors, employees, and so on. Brands are more about feelings than anything else, which a lot of people do not recognize. I know you’re thinking, “well that is great and all but what is my brand?” The truth is, it can be many different things. It comes down to how you define your brand; let’s get into that.
What is your brand’s positioning?
How you decide to position your brand is what will set you apart from the competition. Are you luxury or a basic good? Are you following the status quo or have you produced a more edgy product? These are things you need to determine when figuring out how to brand yourself; this is where you start differentiating yourself from your competitors. Positioning of a brand shapes buying decisions and builds your base for customer loyalty.
What is your brand’s compass?
Your brand’s compass can also be discussed as the moral compass of your business or product; identify your mission, vision, purpose, and values. These four things should work together to strengthen the other, providing you with a solid foundation for your brand.
How does your brand bring value?
A brand’s value proposition is how it benefits those that it serves; without one, you will not have customers. These are typically a really straightforward statement about how your business or product will make the consumer’s lives easier. When determining how your brand brings value, remember to address your customer’s needs, be believable, and have a clear voice.
What kind of personality does your brand have?
This is where you figure out what your brand would look and sound like if it were a person; each brand has its own characteristics and traits that make it unique, just like people. Is your brand a rugged mountain man or a Republican housewife? Whatever you decide, it is important to ensure this brand is consistent among all channels and tells a story to your consumer.
Have you determined your visual and verbal identities?
The visual and verbal elements of a brand are what people typically think about when determining their brand. This is your logo, colors, fonts, and voice. While many people understand logos, fonts, and colors need to be consistent to help consumers identify a brand, they often forget the voice needs to be the same as well. Your voice is shown in your copywriting, name, tag line, story, and so on.
How have you defined your brand experience?
Your brand experience is determined by your consumers; they evaluate your brand based on your social feeds, websites, emails, packaging, and everything else in between. Your experience has to be in line with your brand voice, image, personality, and compass.
Defining your brand can be a lot; there is so much more that goes into it than people realize. If you are struggling to determine your brand, call Mad Marketing today. A professional from our team will be happy to help you! See what we can do for you today!
