Seven Steps To Building A Strong Brand
Marketing Tips [Infographic]
Each of the world’s great brands: Coca-Cola, McDonalds, Virgin, Sony, etc. have an in-built recognition, not only of the identity, literature or packaging but of the values, product expectation, integrity and target audience of the brand.
However, you don’t have to be a multinational company to develop a strong brand. While not all will be appropriate to your own business, and you may find some overlap or conflict, hopefully one or two of the following tips and guidelines will help when developing your brand strategy in the future.
01 – Be Noticed
- Make an impact – make people remember your brand.
- Proliferate your brand by linking to memorable phrases, images and positive brand benefits.
- Make your first impression count. Don’t let yourself down with a tatty business card, dodgy home-made literature or a poorly designed advert.
- Humour is a good ice-breaker and memory hook – but be careful not to cause offence!
02 – Be Connected
- Consider how your customers relate to your brand? Is it immediately apparent what you’re about?
- Consider style and content that is appropriate for your line of business that your audience will respond more positively to.
- Remember the cultural and sociological significance of your brand. What , for example, do the colours of your brand signify ?
- Does your brand have subliminal recognition? Are you a safe option, a safe pair of hands, a brand they can trust?
03 – Be Clear
- Don’t baffle your customer. Don’t overload with too much technical data. Speak in a language the customer understands.
- Test and measure the brand and message. Everyone has different opinions, but take a general consensus. The one who decides if your message is clear is the customer not you.
- Focus. Who are you targeting and why?
- Clear design can give room for the message to breathe and isn’t drowned out with excessive text or unrelated imagery. Don’t be scared of white space, it can work to draw attention.
04 – Be Sure Of Yourself
- Make your benefit clear and obvious.
- Don’t mix your signals. Don’t be scared of putting off 20% of your potential audience if it results in the other 80% bringing in new business.
05 – Be Consistent
- Maintain consistent messaging promotes the feeling of solidity and security with custmers, making you easier to trust.
- Does your website look like it belongs with your business card? Does your literature convey the same message as your vehicle graphics?
- Consistency is also an aid to memory.
06 – Be Different
- Assess your competitors. What are they doing wrong? How do you differ? Why are you better?
- How do you differ? Don’t be afraid to sell why you are better, and let the customer know why they should choose you.
- Use contrast in design layout to emphasise the message.
07 – Be Direct
- Give your customer an invitation for interaction.
- Make it easy for them and make the call to action obvious within your design.
… via Zeno Marketing