Example Articles
Creating Value for Your Brand
Branding is an evolving process; it is not a linear path that can be mapped from start to finish. A strong brand is created and defined over time through trial and error. The best place to look for your inspiration for your brand is within yourself.
There are three steps that you should consider when evaluating your branding techniques.
First, define your message. If you don't know what you stand for it will be hard for others to determine as well. When you are evaluating your message, keep these questions in mind:
1. What are our company’s values?
2. What's different about your products or services?
3. Why should your customers care about your company?
These will form the basis of your message. The answers will define the most basic element of your brand definition, and they will determine the most effective method of marketing your brand.
Secondly, build and market the image you have defined. You know what the key features of your campaign will be, so now it is a matter of creating that image and marketing it with the most appropriate methods. It takes time to build a brand, so your message should be consistent and aggressive. Both visually and verbally, you should be communicating the company's values and creating a foundation for your brand.
Third, and most important, live your message. As long as your message is real and honest, it should be no problem at all to support and maintain it. If you are pushing false image, it won't take long for your customers to figure it out and move on to more honest and reliable company. Your customer's experience must emulate the message, if it doesn't, your brand will face the consequences.
Customer feedback is a valuable asset to your company. If you create a proper venue for them, your customers will provide effortless market research. Putting power in their hands, your customers will let you know if you are following your brand message. As your brand grows, you will be able to add more services or products and meet a broader audience. The more you live and share your message the easier it will be to reinforce your values, and the values of your customers.
When starting out, you should always remember that you are your brand, and everything that you do in the name of your company either creates a positive or negative message. Branding activities should start at the beginning of your process, not at the end. You should always keep your core values in mind and reevaluate them when you feel that you may be getting off track.
Effective branding gives the impression that you are the biggest and best in your industry, if your market has any doubt about this then you will not succeed. People want to buy products and services from trustworthy companies that they believe will still be around in the future. If you stand by your values, create a solid product or service and make an effective plan for the future, your potential and existing customers will be loyal to your vision and want to stand by your company, as you grow and evolve with them.
Pamela Weir
Copyright (c) 2008 Market to the Moment (March 2008)
