Branding 101: 8 Step Process to Develop a Lasting Brand Identity - PowerPoint PPT Presentation

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Branding 101: 8 Step Process to Develop a Lasting Brand Identity

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Your brand is your brainchild, your years of hard work, something you have given your flesh & blood to. Portraying your brand in the right light ethically and as honest as possible sets you apart from the competitors and improves your customer base. In order to develop a lasting brand identity, one should understand the basics of branding and its face value in the market. Only then, you’d be able to develop your brand identity. – PowerPoint PPT presentation

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Title: Branding 101: 8 Step Process to Develop a Lasting Brand Identity


1
Branding 101 8 Step Process to Develop a Lasting
Brand Identity
Your brand is your brainchild, your years of hard
work, something you have given your flesh
blood to. Portraying your brand in the right
light ethically and as honest as possible sets
you apart from the competitors and improves your
customer base. In order to develop a lasting
brand identity, one should understand the basics
of branding and its face value in the
market. Only then, youd be able to develop your
brand identity. Brand Identity Defines Your
Business The impression that your brand makes,
at first sight, is your Brand Identity. In
literal terms, brand identity is defined as the
name, design, symbol, tagline or any other
elements that distinguish your brand from
others. But what makes brand identity crucial is
the fact that it brings the basic yet
indispensable asset to your business
2
  • Loyal Customers - the key to the success of any
    business.
  • So, without further ado, lets get into
    establishing your brand identity. It can be
    achieved in 8 steps
  • Establish Your Brands Core Attributes
  • Brand attributes are the representation of the
    physical and mental characteristics of a company
    in the market.
  • They represent the unique values that give you a
    competitive edge over other brands.
  • Before you establish a brand it already has its
    own natural attributes. You need to enhance these
    further all the while creating new ones. There
    are 2 steps you need to follow to build a good
    brand attribute.
  • For establishing, you need to identify some
    elementary but key points
  • Understanding the Brands Philosophy Before
    building the brand attributes, understand what
    your brand stands for and all its characteristics.

3
  • Understanding Targeted Customers Understanding
    what a customer expects from a particular
    product, what are the changes they want to see,
    their emotions with a product, etc can make a
    great impact on the progress of your brand.
  • Voice of the Brand While the customers emotions
    play a huge role, a brands voice and
    communication are also important. It is necessary
    that the brand is always positive, happy, and
    approachable.
  • The need for making a mark in the market arises
    when your brand is very new. But once your brand
    becomes well known, the brand attribute can be
    easily maintained with reliability, customer
    loyalty and quality of the product.
  • So to promote your brand in the market, you can
    adopt simple techniques like RFIs and Brand
    Workshops.
  • The crucial reason for doing a brand workshop is
    getting all the people working in a company
    together and gathering ideas on how to make
    positive progress in your business. It is also
    conducted to enhance your brands vision,
    purpose, and values.
  • RFIs - Overview of the company, details of the
    service (just basic information), how to respond
    and points of clarification.
  • Identify Key Differentiators from the
    competitors
  • When it comes to key differentiators, your
    company should follow the famous poem, The Road
    Less Travelled. That is, take warranted risks to
    achieve the utmost success.
  • Your key differentiator should be true. It could
    jeopardize your whole company if it's not true.
  • You should be able to prove your key
    differentiator. What is the point of stating it
    if you cant prove it? In fact, you risk the
    wrath of your potential and existing customers.
  • Relevancy of your key differentiator is also
    important. If it is not relevant to your audience
    why will they care?
  • Narrow down on your Target Audience
  • In order to narrow down the target audience, you
    need to know what excites the customer and what
    ticks off the customer.
  • - Understanding the Product

4
Determining the key benefits of your product and
how they help your brand gain profits while
outwitting your competition helps you narrow down
your target groups. - Understanding the
Audience We, humans, are fickle beings.
Understanding us takes quite the time and
patience. But doing it helps a brand tailor all
their efforts on what the customer wants.
In digital marketing, using SEO helps a brand to
find and target the right audience.
4) Create an Elevator Pitch - Positioning / Core
Messaging Elevator Pitch is a brief description
of your company-curated in such a way that itll
create a spark of interest in the audience and
takes only a few minutes to explain. A simple
elevator pitch consists of brand positioning
This includes, what your company does, your
unique selling point, reasons why any customer
likes your product and finally your goal for the
future. Core Messaging further strengthens the
companys brand value and customer base. But it
is important that the brands core motto or
message should be creative, positive and strong.
5
  • The final thing that makes elevator pitching much
    easier is Practice. This helps you to talk
    confidently and naturally, making your brand look
    good in the market as word of mouth is the
    best kind of marketing.
  • Craft a niche identity that resonates with your
    target audience
  • To understand brand identity, you need to get
    into the shoes of your customers. As a customer,
    you search the market for the best product to
    meet your requirements. Moreover, you would
    expect good customer support once you bought it.
  • This expectation of being treated well is the
    same in your customers. You need to provide your
    customers with such an experience and give them a
    reason to come back.
  • Finally, your product or service identity should
    become synonymous with the brand. Remember the
    last time you called a photostat copy a photostat
    copy? You dont. You call it Xerox - thats a
    powerful brand identity.
  • Expression - across media
  • Expressing your brand across multiple media is
    very important. But how you showcase your brand
    and what customers think of it matters a lot
    more.
  • For example, lets say you run a restaurant and
    you want to boost the sales of your vegetarian
    dishes. You showcase the quality of vegetables
    that you get in and the hygiene you maintain in
    keeping them. Your quality becomes your unique
    selling point - your brand expression and you
    maintain that across all marketing media.
  • Brand Rollout
  • Consider a brand launch - the first impression
    that will set out a niche identity for your brand
    across many customer groups.

6
  • Increases your repeat customer base as they will
    experience what your core values are.
  • Most importantly, it gets you sustainable growth.
  • Not only above there are many other benefits like
    prioritizing you for any new product your brand
    brings, referrals and so on.
  • If youre a business owner who wants help on
    branding or rebranding, then developing a lasting
    brand identity is key to your success. We at The
    Go-To Guy! are here to help you. Contact us
    today and know all about marketing from our
    experts.
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