Brand consistency across all channels increases revenue by up to 23%, according to Forbes. Your organization can become part of this statistic by creating a great brand.
Developing a great product or service is important. However, without a strong brand it can get lost in the shuffle. Your brand is essential in helping your organization stand out and be perceived as a serious player.
1. Define your brand.
Think of your brand as a person. What is its personality, character and style? A brand is more than colors, fonts, a logo and slogan created by a designer. It’s a corporate image whose purpose is to convey the values of the business as a whole. This core idea that drives the company, what it believes in and why it exists is the foundation for the creation of a company’s brand.
2. Logo design.
Create a logo design that fits the image you have created. If you’re an edgy auto customizer you won’t want a logo with flowery embellishments and Edwardian script. The key to branding is to create a positive emotional connection with your target audience.
Next, consider developing a tagline, which is a three- to seven-word phrase that accompanies your logo. It expresses your company's most important benefits and/or what you want your customers to remember about working with you. Think of it as the words you want to linger in your target client’s mind about you and what you have to offer.
Examples of a few memorable taglines include Nike’s “Just do it” and American Express’ “Don’t leave home without it.” Some advertising executives feel that the use of taglines is slowly diminishing. If you decide to use one, make sure that it creates a positive lasting impression.
3. Use a consistent voice.
A consistent voice reinforces your company’s character. It forms clarity about what clients can expect from your product or service. A great way to ensure your distinct brand message is delivered consistently across your business is to focus on how you and your employees interact and communicate with clients in person, on the phone and on social media.
4. Be distinctive.
Try not to mimic large chains or a big brand. Be original and authentic. Be a unique stand-out.
Deliver on your promise every time. Don’t create an expectation with your branding that cannot be met.
6. Be inclusive, not exclusive.
According to a recent Microsoft article, “Inclusive Marketing considers its products, services, or experiences in ways that deeply resonate with people and make them feel seen and accurately understood.”
In an era when a poor review can tarnish your brand--and sales--you have to focus more on the customer experience. Wowing the customer will bring you brand loyalty.
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Disclaimer: Please note that this is not all-inclusive. Our guidance is designed only to give general information on the issues actually covered. It is not intended to be a comprehensive summary of all laws which may be applicable to your situation, treat exhaustively the subjects covered, provide legal advice, or render a legal opinion. Consult your own legal advisor regarding the specific application of the information to your own plan.
Editor’s Note: This post was originally published in April 2014 and has been updated for freshness, accuracy, and comprehensiveness.