One:
Determine your brand values and be sure that they accurately reflect your brand. One way to be sure is this scenario: if you took away any one of the values would your brand cease to exist as that brand? If not, then the value wasn’t a true value.
Two:
Determine or develop a positioning strategy that makes your brand a leader in your category. This is not some fluffy slogan that merely inspires but is something that potential customers can resonate with and in many cases pay more for.
Three:
Own your color palette. Look to your competition and establish color as an icon that represents your brand exclusively. Think UPS.
Four:
Talk with stakeholders to be sure that their perception of your brand accurately reflects the reality of your brand. It is a good opportunity to validate your values as well.
Five:
Is your brand logo in sync with your brand culture? Does it need updating etc? Many graphic design firms and ad agencies believe branding starts here – pity. Your brand logo should reflect your values and also help to differentiate you. Your logo is essentially the face of your brand. It’s how the public is able to identify with you visually.
Naturally there is so much more to branding. But, if you are able to build these five steps into a cohesive message you will be well on your way to strengthening your brand and make it easier for you to sell your products or services.
I love the items you wrote here and yes, branding is not something you can do over night; it takes consistency and value to become a big brand out there. Still, your logo is not your brand and it’s only one facet of your branding efforts. I think that you’re right about building a cohesive message. You can’t be all over the place promoting almost everything under the Sun – you need to be unique. Thanks!
Thank you for your views on branding Ajeva.
Thank you for the article may be useful to readers.
I just came up with my logo because it looked good. I’m really going to re-evaluate some things. I appreciate the great post. Our company’s name is what we do and who we are and our logo is in sync with that too however we didn’t go as in depth as you talked about. This is what we will do.
It takes time to build a better brand. The best way to build it is to be more original then the competition. Your five steps are good advices!
Dead on, Ed. For those who want to start with their logos when branding, it’s always interesting, I think, to take a look at some of the really successful brands and where their logos actually get their power from — and it’s from the brand.
For instance, the Nike swoosh wouldn’t mean anything as a logo if Nike hadn’t consistently and frequently associated the swoosh with the company’s brand values. The company did this by showing the logo to us over and over alongside athletes like Michael Jordan and Mia Hamm who represented their values, the words “Just Do It,” and other promotion designed to communicate the company’s philosophy and values.
The brand had to come first, in order to give the logo meaning. Thanks for the reminder, Ed.
Get explanation Marcia. To hear it from a lot of people it’s the swoosh that made Nike – reverse logic and one that makes no sense what so ever.
Thank you for your valuable comment.
Hi Ed,
I have people telling me all the time, you need to brand yourself, but they never really say how.
I really appreciate all your tips on branding.
Thank you for sharing.
Oi, thats tough! Developing a new logo and color and deployment and hiring someone to vet through the whole idea of a new logo and brand. Argh.
It’s actually very interesting Jamie. It certainly educates you as to what’s happening brand wise in your category.
I’m glad I could answer some of those questions Julianne. Maybe those who tell you – you need to brand yourself don’t really know how themselves. Many are simply talking about a new logo, and in that case I suggest running quickly in the opposite direction.
Each of these points is worthy of a post dedicated specifically to it. It would be interesting to read more about each as a series of branding articles.
Point taken Chris. Thank you for your suggestion.
branding for my shop of benzo fury has always been a problem. Are there any more tips in chemical research for my problem?
hmm, awesome tips to have a better brand! I do agree with you @ED reach. These tips will help me a lot. Thanks.
Thanks for the tips. I think I am going to print this out and leave it up in our office for all to see!
Benzo:
I would say that your positioning strategy has to be absolutely compelling. Go out on a limb and offer something that puts you in an entirely different league than your competitors. I know I make it sound simple, but there is something that you have that you’re just not embracing. It’s a forest for the trees situation.
Wendy:
I’m glad to help – it’s how I sell my brand 🙂
Scranton:
Posting will help stakeholders “GET IT!”. Sometimes that’s all it takes.
Excellent tips.. Your way of expressing about brand is nice..
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