What Does Your Brand Represent?
One of my favourite exercises in branding and working with brand strategy is a kind of reality vs. desire task involving thinking on a critical level about your brand identity now and where you want it to be later down the line.
As an online business owner it can sometimes be easy to blur the distinctions between what your brand actually stands for in the eyes of your customers and what you would like it to stand for.
Grab a pen and paper and begin to jot down what your brand stands for. Are you an innovator like Apple? Are you low-cost, value like Walmart? Are you quality driven like Mercedes Benz? Of course it is seldom this clear cut and there are many shades of grey between each known classification of brand. Write down what your brand represents, and what you want conveyed as your brand message. When you’ve done that, the same thing can be done for your competition. In branding, it’s important to find a point of distinction amongst the competition – if you’re all competing for the quality market, who is servicing the value market?
You should be able to come up with a list of values that your company portrays, along with the same for your direct competition. Do you notice any trend? Is every brand gunning after the same ideal? This kind of exercise allows you to spot gaps in the market, where appropriate, to enable you to channel your marketing efforts more productively.
The next step of the exercise is to think about your product or service strengths. Again, a similar list like the previous should suffice. The point here is to bring up some common ground, which when combined with analysis of the wider market should allow you to find the right direction for your brand.
From there it’s a case of implementation, through consistency and building familiarity. It’s all as simple as that, really…
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