Branding is one of the most important aspects of building a successful business. It differentiates the business from its competitors and familiarises it with consumers. A great brand is much more than a business name or logo — it is a complete encapsulation of your business’ identity and how customers see your business.
The rules of branding a business successfully are continually changing, as marketing techniques and consumer preferences change. In this post I’ll be sharing the rules of brand advertising for 2019. Some of these rules will be familiar, but others will be unexpected. However, each branding rule will help your business build a brand that stands out from the crowd and guarantee the ongoing success of your enterprise.
#1 - Create a brand that is appealing
Your brand aesthetic is more important than ever due to the increasing amount of competition in online spaces. Everything from your colour choices, to your motto and the curves in your logo will impact how likely a customer is to react favourably to your brand. The aesthetic of your brand must be unique, suitable for your target audience, and representative of your business’ identity.
Spend a sufficient amount of time building your brand and testing its effectiveness on your target audience. Make sure your audience enjoys the immediate appearance of your brand, which will be important for attracting the attention of online users.
#2 - Be consistent in your branding
For your branding to have a maximum effect on consumers, it must be consistent. Brand consistency must be maintained across all assets including printed materials, websites, employee clothing, social media platforms, logos and so on. Any brand encounter that consumers have must be the same to ensure it has an impact and is memorable.
#3 - Position the brand effectively
It’s almost always a good idea to place your brand in front of your audience as much as possible. Traditionally, this could be as simple as using television, radio and print advertising that attracts the attention of your target demographic. However, the advent of the Internet has made correct brand positioning more nuanced and slightly more challenging to achieve.
Businesses can now use social media, analytical analysis, website advertising, and several other technologies to precisely position a brand in front of consumers. In some cases, influencers are brought on board to position a brand and get a specific audience to pay attention. Do your research and discover exactly where your audience goes and what kind of positioning will work best.
#4 - Brand must reflect your core beliefs
Authenticity and honesty have never been more important to consumers than they are now. People are interested in businesses that are honest, ethical, and true to their beliefs.
Your brands must accurately express the core beliefs of your business, its leadership and anyone who delivers the brand experience to consumers. If the brand suggests that customers will receive incredible customer service or incredibly well-made products — you must live up to that promise.
#5 - Brands should promote an experience
Many businesses make the mistake of only associating their brand with a specific service or product. Like a tractor company with simple goal of making people associate their brand name with tractors.
A far more effective approach is to associate your brand with an experience. This approach is more like to trigger an emotional response in a prospect which compels them to make a purchase. This is why companies like Coca Cola are selling the experience of drinking a Coke with friends instead of a beverage made from sugar and artificial flavouring.
#6 - Brand messaging must be on point
Brand messaging refers to any form of communication you have with a buyer in an attempt to influence, inspire, persuade, or inform them with the ultimate goal of making them buy your product. It will tellconsumers why your brand matters, what its value proposition is, and why it is different from yourcompetitors.
Businesses must develop brand messaging is suitable for their brand. Some brands may be better off using short attention-grabbing messages while others need to provide lengthy factual pieces that inform consumers. It must also be appropriate for the audience you are targeting and your business’ identity.
#7 - Develop a brand that consumers want to interact with
Consumers prefer to make purchases from companies that share the same ideals or aspirations. An environmentalist will always prefer to shop with a brand that is eco-friendly. Your business should use customer research to determine the kind of brand that your target audience wants to associate with and gradually develop that brand identity.
One great way to assess your brand’s relatability is to use the , which was developed by Jean-Noel Kapferer. The prism contains six aspects of brand identity: personality, culture, physique, relationship, reflection, and self-image. Kapferersuggests that strong brands are capable of weaving all six aspects together to create a clear, concise and appealing brand identity. Consider each element as you construct an appropriate brand for your audience.
Thanks for reading The Rules of Branding 2019. If you want to learn more about the ways you can improve your branding, contact us today