A strong brand identity can position a company above its competition all by itself. But having a brand that's strong takes time, money and effort to develop. It's not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition.
How to rework your brand identity
Successful re-branding involves "evolution," not "revolution." You must impress upon your existing customers that your new brand is just a new and improved version of the same you. It's important to not get too crazy with a re-branding effort because you could end up destroying fragile emotional ties and customer loyalty.
Brand identity is much more than marketing
Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. They need to not only get it, but also be your brand's most fervent ambassadors. Do your employees believe in your company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, here's some things you can do:
1.Get every aspect of your company on the same page: Easier said than done, right? Well, that doesn't mean it's not necessary. Get all your departments talking to each other and understanding each other.
2.Promote everyone to the position of brand ambassador: Give everyone a common understanding of the company, its mission and their part in it. They should feel like they have ownership-even if they don't.
3.Reinforce brand values and behaviors: To do this, use the tools you have, such as internal communications...and like a good basketball coach, consistently promote these fundamentals until they're second nature.
Your employees will ultimately determine your success or failure. That's why it's so important to have them buy into your company's brand identity. However, that's not something that can be forced. You, as leadership, must earn it. But once you do, you'll have a company that is full of happy, motivated successful brand ambassadors.
Showing posts with label Brand Identity. Show all posts
Showing posts with label Brand Identity. Show all posts
Brand Identity Marketing
The outward expression of a brand, including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.
Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.
Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics.
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