Your score shows that your brand has some good building blocks but you need to inject more life.
Take a look at our 5 Top Tips to get you started.
Whether your business is B2B or B2C, you need to make your brand stand out from your competition and create a difference. But how do you create a memorable brand and stay top of mind?
Follow the tips below:
Brands that work well usually express a value. This could be quality, value for money, a green or ethical approach, or fun. Your brand needs to stand out from your competition and create impact. There are many elements to creating a successful brand. We start with the visual language.
Your visual language includes your logo’s design, colour scheme and imagery. The better your visual language corresponds to your values as a business, the stronger your brand will be. A logo shouldn’t just be a pretty picture, it needs thorough thought, strategy and a strong proposition behind it.
Remember that brands aren’t build over night – while first impressions count, brands take a while to develop. Building brand recognition takes times over multiple touchpoints. You should aim to reach 80% of your target market at least three times before they will recall your brand. The success of this can be measured for example by an increase in your organic searches on your website analytics.
People make judgements on, and emotional connections with brands. Brands are a gut feeling and a short cut to many sentiments.
Your brand must work to differentiate you from your competition. Imagine car brands, all offer a mode of transport but a BMW conveys different emotions to a Skoda. Or consider food brands, McDonalds is very different to a Michelin Star restaurant.
The ultimate goal is a single overarching positioning statement. Your brand will have many positive values, but brands often do their best work by focusing on a single-minded proposition.
Great brands are unique in what they state and represent, which means they become memorable. Create a thought-provoking single-minded proposition, a simple colour palette and contemporary visual elements using a super graphic as a short cut to your brand. Use this again and again whenever, and wherever possible to ensure your brand is exposed and build on the reach and frequency. Being consistent is essential.
The best brands connect with their target audience and become an integral part of their lives. Through reaching out to your target market, you will create tribes whom will act as advocates and ambassadors for your brand. To do this, offer an ‘open door policy’ through social media engagement, creating content that your followers can share on their social media channels. Be fun and interactive, but be on point, stick to your brand values and key messages.
Great brands evolve over time and have a natural lifecyle. Once your brand has become well-established and in its maturity stage, don’t sit back and let your competition take the lead. Now is the time to review and reflect on how your brand is positioned. Have you reached market saturation, do you need a refresh to communicate new services or products? It is important to be fluid in today’s market place, especially with social media audience participation. Decide what else can you do to stay top of mind and stand out.
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