From this set of core ideals, seen as the organization’s promise, one big takeaway will resonate with an audience – and it must be simple and clear.
It is of paramount importance that a company understands its messaging before expecting the market to respond. By engaging in an insightful and purposeful manner, awareness and connection are increased, clearly conveying a brand’s unique benefits – resulting in an audience that actually wants to be a part of the story being told.
A visible and great brand is easy to spot – the mission statement is clear and more than likely follows a strategy to maintain consistency. This consistency is what drives the return of customers on a continual basis. The plan must be backed up with a need for the product or service, along with a cultural movement strategy to achieve compounding growth.
The construction of a brand is an integrated process and includes many aspects in establishing brand options and its relationships to competition and possible oversaturation in the market. It is clearly one of the most valuable fixed assets of a business and must be handled in an agile fashion to ensure it properly represents the organization, connecting with the intended customer base.
Creating an identity that resonates with its users reinforces the emotional relationship that is at the heart of a strongly successful brand. To truly bring home the importance of achieving loyalty, know that consumers love and trust brands they believe in. Even in an economic downturn, consumers are 60% more likely to pay more for a brand that they trust and feel a kinship with. To achieve this connection, messaging in the form of a vision and mission statement must be crafted to support and enhance this emotional relationship. Every experience (whether it’s through marketing materials or at point-of-purchase) is a touchpoint to increase this awareness and heighten loyalty. This connection is achieved through the process of positioning and the development of a value proposition.
At the onset – whether establishing a brand identity, adding a sub-brand, or going through a refresh – the practice of personifying a company is a powerful exercise. Beyond the main point of connecting to consumers, this process can increase the awareness and loyalty of the organization’s team. In unison with market analysis, research, and development – the mapping of the core values, mission statement, and differentiators will provide the groundwork for a public identity. It’s crucial to understand who the organization is and how the brand is to be perceived in the market. Building a brand identity brings a product to life and can truly affect an audience, changing perception. Once these elements are solidly in place, the work of the actual marketing of the brand can begin.
Defining the identity of a brand is much like giving a voice to an idea. Until the idea can speak for itself, it is just a light bulb over someone’s head. When the brand is given this narrative, the light turns on, and the audience is drawn to the electricity being generated.