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The business guide to developing a strong brand identity

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Your brand identity is the representation of your company's reputation through the conveyance of attributes, values, purpose, strengths, and passions.

Great brands are easy to recognise, their mission is clear, and it fosters that coveted customer loyalty all businesses crave.

Published in: Marketing
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The business guide to developing a strong brand identity

  1. 1. THE BUSINESS GUIDE TO A STRONG BRAND IDENTITY BRANDING, DESIGN & MARKETING
  2. 2. YOUR BRAND IDENTITY ISTHE REPRESENTATION OFYOUR COMPANY'S REPUTATION THROUGHTHE CONVEYANCE OF ATTRIBUTES,VALUES,PURPOSE, STRENGTHS AND PASSIONS. BRANDING, DESIGN & MARKETING
  3. 3. GREAT BRANDS ARE EASYTO RECOGNISE.THEIR MISSION IS CLEAR AND IT FOSTERSTHAT COVETED CUSTOMER LOYALTY ALL BUSINESSES CRAVE. BRANDING, DESIGN & MARKETING
  4. 4. A BRAND IS ONE OFTHE MOST VALUABLE FIXED ASSETS OF A BUSINESS AND IT MUST BE CAREFULLY CRAFTEDTO ENSURE IT PROPERLY REPRESENTSTHE BUSINESS AND RESONATES WITH THE INTENDED CUSTOMER BASE. BRANDING, DESIGN & MARKETING
  5. 5. SOTO DEVELOP A STRONG BRAND IDENTITY,HERE’S WHATYOU NEEDTO DO. > DETERMINE WHERE YOUR COMPANY SITS IN THE MARKET. BRANDING, DESIGN & MARKETING
  6. 6. BEFOREYOU ATTEMPTTO DEFINEYOUR BRAND,YOU NEED TO DO SOME EXPLORATION. TAKE A GOOD LOOK ATYOUR COMPANYTO GET A CLEAR PICTURE OF ITS PURPOSE AND PLACE. BRANDING, DESIGN & MARKETING
  7. 7. DETERMINEYOUR BRAND IDENTITY. BRANDING, DESIGN & MARKETING
  8. 8. DEVELOPING A BRAND IDENTITY IS A FIVE-STEP PROCESSTHAT AIMSTO CLEARLY DEFINE WHAT YOUR BRAND STANDS FOR. BRANDING, DESIGN & MARKETING
  9. 9. ITS GOALS,ITS PERSONALITY,THE EMOTIONSYOU WANT PEOPLETO EXPERIENCE WHENTHEY COME INTO CONTACT WITHYOUR BRAND AND A CLEAR CONVEYANCE OF THAT IDENTITYTHROUGH A POSITIONING STATEMENT. BRANDING, DESIGN & MARKETING
  10. 10. BRANDING, DESIGN & MARKETING HERE'S WHAT YOU'LL A STRONG BRAND IDENTITY.
  11. 11. BRANDING, DESIGN & MARKETING VISION STATEMENT A VISION STATEMENT DESCRIBES WHATYOU WANT YOUR COMPANYTO BECOME INTHE FUTURE.IT SHOULD BE ASPIRATIONAL AND INSPIRATIONAL. IDEALLY,THE STATEMENT SHOULD BE ONE SENTENCE IN LENGTH AND SHOULD NOT EXPLAIN HOWTHE VISION WILL BE MET. >ONE.
  12. 12. BRANDING, DESIGN & MARKETING WHEN DEVELOPINGYOUR VISION,KEEPTHESE QUESTIONS IN MIND: > WHAT AREYOUR MOST IMPORTANT PRODUCTS AND SERVICES? > WHAT PRODUCTS AND SERVICES WILLYOU NEVER OFFER? > WHAT IS UNIQUE ABOUT DOING BUSINESS WITHYOUR BRAND? > HOW WOULDYOUR CUSTOMERS DESCRIBEYOUR BRAND? > WHERE DOYOU WANTYOUR COMPANYTO BE IN FIVEYEARS? >ONE.
  13. 13. BRANDING, DESIGN & MARKETING MISSION STATEMENT A MISSION STATEMENT DEFINESTHE PURPOSE OF THE COMPANY. IT SHOULD BE SIMPLE,STRAIGHTFORWARD, ARTICULATE AND PREFERABLY BE JARGON FREE. IT SHOULD BE MOTIVATIONALTO BOTH EMPLOYEES AND CUSTOMERS. >TWO.
  14. 14. BRANDING, DESIGN & MARKETING WHEN CRAFTINGYOUR MISSION STATEMENT, KEEPTHESETIPS IN MIND: > WHAT ARETHE SPECIFIC MARKET NEEDSTHE COMPANY EXISTSTO ADDRESS? > WHAT DOESTHE COMPANY DOTO ADDRESS THESE NEEDS? > WHAT ARETHE GUIDING PRINCIPLESTHAT DEFINETHE COMPANY'S APPROACH? > WHY DO CUSTOMERS BUY FROMYOU AND NOT YOUR COMPETITION? >TWO.
  15. 15. BRANDING, DESIGN & MARKETING ESSENCE THE ESSENCE OFTHE COMPANY SPEAKSTOTHE INTANGIBLE EMOTIONSYOU WANTYOUR CUSTOMERS TO FEEL WHENTHEY EXPERIENCETHE BRAND. A BRAND'S ESSENCE ISTHE REPRESENTATION OF THE COMPANY'S HEART,SOUL AND SPIRIT AND IS BEST DESCRIBED WITH ONE WORD. >THREE.
  16. 16. BRANDING, DESIGN & MARKETING WHEN DEFININGTHE ESSENCE OFYOUR BRAND, CONSIDERTHESE POINTS: > WHENYOUR CUSTOMERS EXPERIENCEYOUR PRODUCT OR SERVICE,WHAT EMOTIONS DOES THE ENCOUNTER ELICIT? > IFYOUR BRAND WAS A PERSON,HOW WOULD YOU DESCRIBETHEIR PERSONALITY? >THREE.
  17. 17. BRANDING, DESIGN & MARKETING PERSONALITY JUST AS WITH HUMANS,A BRAND'S PERSONALITY DESCRIBESTHE WAY A BRAND SPEAKS,BEHAVES, THINKS,ACTS AND REACTS. >FOUR.
  18. 18. BRANDING, DESIGN & MARKETING IT ISTHE PERSONIFICATION OFTHE BRAND,THE APPLICATION OF HUMAN CHARACTERISTICSTO A BUSINESS; > AREYOU LIGHTHEARTED AND FUN? > AREYOU SERIOUS AND ALL-BUSINESS? > AREYOU DOWN-TO-EARTH? > AREYOU PLAYFUL OR MATTER-OF-FACT? >FOUR.
  19. 19. BRANDING, DESIGN & MARKETING POSITION OR VALUE PROPOSITION A BRAND POSITIONING STATEMENT IS A ONE ORTWO- SENTENCE STATEMENTTHAT CLEARLY ARTICULATES YOUR PRODUCT OR SERVICE'S UNIQUE VALUE AND HOW IT BENEFITS CUSTOMERS. >FIVE.
  20. 20. BRANDING, DESIGN & MARKETING THE POSITIONING STATEMENT MUST DEFINE THE AUDIENCE,DEFINETHE CATEGORY IN WHICHTHE BRAND EXISTS,CITE A CLEAR PRODUCT OR SERVICE BENEFIT,SETYOUR BRAND APART FROMYOUR COMPETITORS AND INSTILL CONFIDENCETHATTHE BRAND WILL DELIVER ON ITS PROMISE. >FIVE.
  21. 21. BRANDING, DESIGN & MARKETING WHEN CRAFTING A POSITIONING STATEMENT,CONSIDER: > TO WHOM AREYOU SPEAKING? (TARGET MARKET,DEMOGRAPHIC AND PERSONA) > WHICH MARKET SEGMENT DOESYOUR PRODUCT OR SERVICE SERVE? > WHAT ISYOUR BRAND PROMISE? (BOTH RATIONAL AND EMOTIONAL) > WHY ISYOUR PRODUCT OR SERVICE DIFFERENT FROMTHE COMPETITION AND WHY SHOULDYOUR CUSTOMERS CARE? >FIVE.
  22. 22. BRANDING, DESIGN & MARKETING Our Top Tip:
  23. 23. BRANDING, DESIGN & MARKETING THERE ARE BRAND CONSULTANTS WHO SPECIALISE IN BRANDING STRATEGIES AND POSITIONING WHO CAN GUIDEYOUTHROUGHTHE WHOLE PROCESS AND ADD A FRESH PERSPECTIVETOTHE PROJECT. >TOPTIP.
  24. 24. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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