Think of your brand any other business tool, one that requires a readiness to invest in the future.
Branding is a disciplined process to grow brand equity, build awareness and extend customer loyalty. It is about taking every opportunity to express why people should choose your brand over another. A desire to succeed and develop the best tools to reach customers are the reasons why companies leverage branding.
WHY INVEST IN BRANDING?
So, why should you spend money on a rebrand when that money could be allocated to other needs? For starters, rebranding shouldn’t be seen as another cost counted against your marketing budget. Rebranding is an investment—one that, if done properly, will yield exponential returns over the life of your business.
Here are 8 proven ways that branding can positively impact your bottom line for years to come:
1 Grow Your Brand Equity Invest in your company’s most valuable asset. Brand equity pays off year after year with increased market share, premium pricing, and negotiating power.
2 Solidify Your Brand Authority Identify and own your optimal niche within the marketplace. Brand authority naturally enables you to become an industry leader.
3 Deliver on Your Brand Promise Articulate a promise that is compelling, authentic, unique.
4 Build Customer Loyalty Cultivate two things that are increasingly rare in the brand/customer relationship: trust and loyalty. The practical value of these qualities can’t be overstated.
5 Attract Ideal Customers Target customers aligned with your values. These are more loyal, become brand advocates, and are willing to pay premium prices.
6 Beat the Competition Differentiate your brand by establishing it as the exclusive provider of its unique value proposition, fortifying your competitive edge.
7 Attract Top Talent Clarify your company’s core values and attract industry talent aligned with these essential principles—candidates best suited to your unique culture.
8 Command a Premium Price Capitalize on the fact that consumers are willing to pay more for quality brands. Reposition your company and command the prices you deserve.
WHAT IS INVOLVED IN THE PROCESS?
BRANDING IS A DISCIPLINED PROCESS THAT GUIDES CREATIVITY TOWARD TRANSFORMATIVE RESULTS
1 RESEARCH & ANALYSIS
Disciplined research is key to any successful branding initiative. It enables you to make informed decisions throughout the process. It’s imperative to have a solid understanding of who you are as a brand, how your audience perceives you, and where you stand in the competitive landscape.
– Market Landscape Analysis
– Audience Segmentation
– Internal Brand Research
– Customer Research
– Persona Development
– Brand Audit
2 BRAND STRATEGY
The goal is to define the psychological underpinnings of your brand and position it for future growth. In this phase you’ll build consensus around your brand’s core attributes and by defining elements like purpose, vision, mission, and values, you’ll establish the foundations for your brand.
– Brand Strategy
– Brand Positioning
– Brand Architecture
– Brand Messaging
3 VISUAL IDENTITY
Your brand’s Identity should be a visual distillation of its purpose and personality. Working with learnings from the research and strategy phases enables us to forge an authentic Identity that that will amplify differentiation and leave a lasting impression. We will explore color, typography, personality and iconography to uncover a design that perfectly conveys your brand essence and story.
– Color Palette
– Image Style
A multifaceted narrative, it includes all brand touchpoints. It is the history of the brand expressed in messages and language that chronicles your offerings and the imagery that captures your personality. It includes all touchpoints as a dynamic manifestation of your brand to make communication stand out and to maintain its relevance over time.
Begins with the development of brand guidelines. Then, as part of the brand rollout, alignment is achieved internally and externally by ensuring stakeholders understand your brand’s purpose at the deepest level. It’s an ongoing process to ensure brand authenticity.
– Brand Guidelines
– Brand Rollouts
– Brand Training
– Brand Metrics
– Brand Management
– Brand Activation