Top 4 Key Ingredients of the Successful Brand
It is normal that you may felt confused when you just started to do branding. Actually, there are key aspects that you could consider when you are defining your brand.
1. The Big Idea
The big idea is perhaps a catch-all for your company or service. It should include all the information such as what makes you different, what you offer, why you’re doing it and how you’re going to present it.
It also a concept that holds together an otherwise disparate set of activities. Ideally, it will inform everything you do, big or small, including customer service, advertising, a website order form, staff uniforms, corporate identity, perhaps right down to your answer machine message.
- How can your brand stand out?
- What is your offer?
- What makes your product or brand different?
- What is your ‘personality’?
- What do consumers want or need?
- Is there a gap in the market?
You will need to look very carefully at your own business and the marketplace around you by asking the question above in order to pin down your own big idea.
Creating a vision for your company means that you need to think about the future, where you want to be and looking at ways to challenge the market or transform a sector.
A vision may be grand and large-scale or may be as simple as offering an existing product in a completely new way or even changing the emphasis of your business from one core area to another.
Brand value does relate to important aspects of how people see your organization. The values also represent what are your brand stands for. But imbuing your company’s brand with a set of values is tricky for a number of reasons.
Firstly, most of the companies want the same kinds of values. A survey found that there same ten values that is used by most of the companies which are quality, openness, innovation, individual responsibility, fairness, respect for the individual, empowerment, passion, flexibility, teamwork, and pride.
Then, if you directly told the people the values that you stand for may seem disingenuous. But people will not be seeing what you stand for if you not communicating your values.
Lastly, any values you portray have to be genuine and upheld in the way your organization operates.
Your brand’s big ideas, vision, and values could be communicated to consumers through a range of channel. The way you decided to present it could be said to be the personality of your company. For example, the tone, language, and design that you use to communicate will show the personality of your company.
The personality that you choose to present your company must be appropriate to the type of product or services you are selling.