Most people think of a successful brand as one that has an attractive logo, is professionally designed, and has clever marketing. There is actually a lot more to consider for branding success. Here are 4 additional elements you need to have a successful brand:
1) A clear value proposition
A clear value proposition is often the foundation for any successful branding effort. What do you and your company offer customers that sets you apart from competitors? If there’s nothing unique or compelling about what you’re selling, why would anyone buy it?
We’re not going to go into some drawn-out analysis of how to figure this out because I think most people know instinctively whether they have a strong point of difference in their product offerings. The key here is just identifying and communicating those differences effectively so people will be motivated by them enough to choose one option over another. It doesn’t matter if someone else has done something similar before; all that matters is can you execute better than they did, or are you doing something different altogether?
2) Unique positioning
A successful brand needs to be positioned in the marketplace. If you’re trying to sell a product or service that is like everything else, how will customers know where your company fits? Is there something about your company’s approach (the way it operates) or what it does (what its offering is) that makes it different from other companies out there who are also selling similar things?
Start by thinking of why people should buy what you have, and then develop a positioning statement for the market. This should give others an idea about what sets you apart from competitors as well as why they would want to purchase products or services from you instead of someone else.
And don’t limit this just to businesses; even non-profit organizations need a positioning statement for their organization, which helps them decide on who they want their audience to be, how they will reach them (such as online or offline), and what message they want these customers to remember when it comes time for purchasing decisions. Your personality builds customer equity more than anything else because it becomes part of your branding image–something no one else can match!
3) Strong voice of personality
You need to have a strong voice of personality if you want to be successful. This is what will set your company apart from others and allow people to build their loyalty with your brand in a way that builds customer equity.
If you’re not sure where to start with identifying your personality, start with the who and why. Who are you? Why do you exist? Then walk through these thoughts to help identify what kind of company you want to be:
– What is our competition doing well that we’re not?
– How can we provide an experience different from anyone else–even if it’s just a small detail like free shipping or a helpful customer service person on call 24/hr.?
– Do people know about us yet and care enough to follow along for updates? Are they talking about their positive experiences in social media channels where others will see them too (ie Twitter)? If so, then how can we give even more value by churning out content consistently throughout the day instead of only once a month?
4) Consistency in messaging
A successful brand is a consistent one–it’s clear about what it stands for and where it wants to go. It doesn’t waver off course when the mood of its audience changes or when new products are introduced into the market, but rather stays on message with a steady voice that resonates deeply in people’s minds because they can trust this company as reliable.
When everything is put together in an orderly way from marketing strategy down to social media posts, customers see and experience more than just another business; they feel like they’re part of your story too.
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Innocom Agency is a full-service branding agency that can help you create a strong, unique, and impactful brand that will stand the test of time.
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