Tips to Enrich Your Brand
Does your product or service feel a little stale? Not sure how to help it compete more effectively? Here are some key tips for establishing your brand and taking it to the next level.
Know who you are.
Think of your company as if it were a human being. Building a unique brand personality is essential to every business.
Just like people, each brand is unique and has its own distinguishing characteristics. How would your audience describe the personality of your brand? Playful? Serious? Sophisticated? A well-defined persona is vital to a brand’s success because it creates an instant way for your audience to relate to you.
So how do you identify your brand’s personality? Right from the start, be clear about who you are, who you aspire to be, and how you stand out. Brainstorm your brand’s traits by creating two lists using these headings: “My brand is _______.” and “My brand is NOT _______.”
Clearly define what type of audience you would like your brand to attract. Trying to appeal to everyone is not always good idea. Distinctive brand personalities succeed because they don’t try to be all things to all people.
Focusing your efforts on brand personality creates the foundation for a well-thought-out brand strategy that will reflect who you are and give you the essentials you need to reach your audience.
Build a strong positioning statement.
Every brand needs one. Just don’t get it confused with a tagline or slogan.
A positioning statement describes what you offer and how it fills a need for your target audience. A strong positioning statement will guide your messaging and make sure that all of your communication remains consistent. Start building your positioning statement by thinking about the following:
WHAT type of business are you?
WHY do you do what you do?
HOW do you do it?
WHO do you do it for?
Let’s use the Enrich positioning statement as an example for this exercise:
(WHAT) Enrich is a branding and marketing agency (WHY) committed to changing the way people view better health and build community engagement. (HOW) We create logos, websites, social media, and marketing tools (WHO) for people and organizations who devote themselves to making the world a better place.
Once you have something down on paper, get feedback. Find out if the message you’ve crafted says enough about your brand and its benefits. Don’t be shy about revisiting your positioning statement to make sure it always reflects your objectives.
You can use your positioning statement as a starting point to develop a tagline for your brand, a slogan for an upcoming campaign, or messaging for your website.
Take a holistic view of your brand.
Don’t think about your brand in pieces, or consider just the tangible things like a logo or a website, without looking at the bigger picture.
Your brand should deliver your message with consistency. What response do you want your audience to have when they see your ad, pick up your package, or talk to a sales rep? The brand message should be organized, cohesive, and consistent — not jumbled or confusing. Taking a holistic view of your brand gives you the proper tools to keep building your brand every quarter, every year, and beyond. It provides you with a voice and persona that you’ll want to keep repeating.
You’re more than just your logo. Your brand should tell your story, and you can’t tell a story in just a few words. It requires all of the pieces coming together to form a picture of your business’ message and personality — such as logo, social media posts, website, advertising, packaging, etc. Thinking about every component of your business communication together leads to intelligent design decisions that make every piece of the system stronger. This happens by bringing together research, design strategy, business thinking and creative graphics to create and sustain a strong brand that connects to your audience.
Creating an emotional tie with your customers is also important. Meaningful design solutions should embrace your business needs and the needs of your audience. When all of the components of your brand are communicating in sync, it reaches your audience on multiple levels and helps deliver a message that they can trust. Building brand loyalty with your audience is the ultimate reward for looking at the big picture of your brand.
Pay attention to the entire brand experience.
The most successful businesses create an experience that consumers enjoy.
Your audiences’ interactions with your brand play a key role in how it is perceived. By enhancing the customer experience, you can increase brand presence and loyalty.
Stay engaged with your audience online.
Cultivate a brand that each individual consumer can trust.
Ensure in-person or customer service interactions are positive and memorable.
Go beyond the typical service experience and make your audience feel special.
Want your brand to be Enriched? Our team has the expertise and experience to make your product or service shine. Get in touch today!
