What is the difference between Apple and Acorn Computers? Well, for one no one has heard of Acorn Computers. But apart from that Apple has managed not only to outlast Acorn, but has built up an audience of fans who would buy any and every product they release. They have built an audience who trusts them. They have built a brand.
What is Branding?
There has been a misconception around branding for quite some time. This idea that branding is a logo or a visual identity system does not capture the definition of branding very accurately. What is it then?
Branding is an idea or an accumulation of associations and meanings
In other words, brand is a person’s gut feeling about an entity. This means that it isn’t what YOU say it is, but what THEY say it is.
How do we then determine our brand? Well, it’s our job to then build and reinforce the memories and associations we want people to have about our company. In other words, what we need is:
Essentially, a brand strategy has 6 components or pillars
Simply stated: Why does your company exist? What is your vision of the future?
Closely related to Purpose, try and summarize everything your business is trying to accomplish on an aspirational level.
Values are a set of guiding principles that guide and govern every decision throughout the entire company.
Also known as your Brand Story, this is how you communicate and convey your business/product in a way that is meaningful to the audience. In short, what makes you different?
5. Voice and Tone
If your business were a person, this would be his/her personality. It is how you talk to your audience, what language you use, what mood you convey and ultimately, how you sound to others.
6. Look and Feel
This is all of the company’s visual assets. This is where that logo fits in along with color pallet, Style-guide, Fonts, Layout Rules, etc…
Once you have established our brand strategy, you need to ensure that this strategy is executed properly. How do we do that? Simply by what and how we communicate. However, a common pitfall is simply looking at external communications, but successful brands are very focused on both internal and external communications.
Brand Management = MARKETING (external comm.) + Culture (internal comm.)
Now that you have a basic understanding of Branding and the pillars that build your brand strategy, the challenge now is how to gain attention and remain consistent.
At DigitalCroow we pride ourselves on Building Beloved Brands. We do this through using the very process you read about here. By establishing and understanding your brand strategy, and marketing with that perspective, we are able to build your brand equity and find the audience that is passionate about your business.