To stand out in a crowded marketplace, attract and convert customers and build loyalty, it’s vital to have a strong brand. But what are the elements that make a brand successful? We might immediately think of a company logo, but a brand goes far beyond this basic starting point. Let’s take a closer look.
1. Brand Identity
When you think of branding, identity is probably what first springs to mind, as it’s encapsulated by the logo and all of the brand elements, such as the colours, messaging, website and promotional materials. Simply put, it’s the brand look and feel, and it’s the main thing that your customers will remember when they think of you.
2. Your values
Every brand needs a purpose, vision and values. These link together to tell a clear and compelling story about what your business is, what it does and what it stands for. These need to be developed internally by the people that make up the business, and they act as guiding principles for the business’s direction and culture.
3. Messaging and TOV
Tone of Voice is your brand ‘voice’ and your messaging is what you say to connect with your target audiences and deliver a great experience. It encapsulates the wording, tone and language that you use across your channels when communicating with different groups about your business.
4. Differentiation
Differentiating your brand is key to success, although it can be a challenge to find factors to differentiate on. Price is often a race to the bottom, so most brands will look at quality factors, such as enhanced features, customer service and sustainability. The key to effective differentiation is to work out what customers want – and then deliver it. A brand strategy agency can help to deliver this. You can find out more at: www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/.
5. Experience
The brand experience brings together all of the elements of the brand into an overarching customer experience. A great experience will bring customers back time and time again, building loyalty and engagement and translating to more conversions. Experience can be given with great service, regular communications, excellent products and strong values, including sustainability and community giving.
Brands grow over time and often need adjusting and redeveloping as they evolve. But with a clear understanding of what makes a great brand, your business can achieve success and grow its position over time.
