Developing a brand can’t be done overnight. Many popular brands have rich histories that have contributed to how they are perceived today. However, longevity isn’t the only factor that contributes to a strong brand identity. In addition to established histories, strong brands usually provide superior products or services as well.
Brand development also extends far beyond recognizable and popular brands. Of course, everyone knows the golden arches and what they stand for. But the local coffee shop down the street can also use its brand to evoke desirable associations and attract customers.
With the current state of advertising and a little help from the internet, brands have endless ways and places to establish themselves. This is great for brand recognition, but too many outlets can become confusing, especially if the brand message across platforms is detached and contradictory.
Below are some simple rules to help you create and maintain a unified brand message:
Perform a Brand Audit
A brand audit is essential before any decisions are made about your branding strategy. Brand audits allow companies to look at internal factors such as brand values, culture and positioning as well as external factors like logos, advertising and PR/social media. It’s important for a company to define themselves while also understanding how consumers view them. Depending on your goals, a brand audit can be brief or extremely in depth. If you need more advice on how to perform a brand audit, look at some of these in-depth tips.
Create Your Brand Promise
Having a company promise or message is essential to developing a brand. Your brand represents what people expect from your product or service, so your promise should be indicative of that. Take fashion retailer Nordstrom for example. Their brand promise is to deliver the best possible shopping experience with a highly personalized commitment to service. This brand promise goes hand in hand with the store environment and return policies in place at Nordstrom. When creating a brand promise, be sure that everyone in the company agrees with it and believes in the message.
Consistent Brand Voice
A brand voice is how you communicate with your consumers. Your brand voice should be consistent across all platforms including your company website, blog and social media accounts. Brand voice refers to the general tone in which you interact with consumers. Your voice can be playful, casual, or serious. Regardless of what you choose, make sure that you are consistent throughout all forms of communication. Consistency will reflect genuine communication and will be well received.
Creating a unique and valuable brand can be a difficult task. There are many factors that contribute to brand creation and they all must be consistent and honest. If your company needs assistance rebranding, inSegment’s creative and branding team can help. We have professionals that have experience with branding projects including logo design and brand message creation.
