At evolve we know that there’s more to selling than sticking fancy logos on products and pushing it on customers in the vain hope they will, somehow, buy your product. Successful marketing is more than pushing sales. Marketing campaigns and successful organisations must carefully consider what their core principles are and develop these into a culture that will attract customers.
Before you can begin branding or developing your brand, you must define what it is about your organisation you want to trademark, and what are the best strategies to make it powerful and sustainable to develop with your business.
One of the first steps of brand development is finding out what you want to brand. Is it a person, service or product? Each of these will have a different strategy in branding, but more importantly each will have it’s own unique principles. If your company provides great services which is part of your overall ethos and promise, then ‘great service’ is the beginnings of your development.
Here are some tips
Firstly, you cannot build a brand without doing market research. Discovering who your customer is, where they are and how your company fits into their market is key.
Write down exactly what you want your brand to say, describing how your customers will benefit and what your business promise is. By defining exactly what it is you want to put across to your customer will, in turn, help you understand what you wish to brand, but also how your customer will translate your message.
Develop your brand identity:
Having this identity that is immediately translated positively by your customer is part of your branding. Have you developed the visual aspects of your brand? Having consistent logos, taglines, messages, fonts and layouts, that will be easily recognisable by customers, as part of your brand is crucial.
Brand development doesn’t end once it is launched. The care put into managing your brand that will evolve with your business and your customer is as important as creating the identity itself. Keeping your brand current while flexible will show you and your product as both reliable and interesting.