When defining your message, try to own a single word or short phrase in the mind of the market. Coca-Cola owns “the real thing”. Volvo owns “safe”. Nike owns “Just do it”. Federal Express owns the word “overnight”.
The strongest brands that exist today are strong because they stay focused on that one aspect of singular distinction. Once you try to position your brand to be many different things to many different people, then your brand begins to not really mean much of anything to anyone. Positioned properly, your brand will enjoy a leadership position in your market.
Tap into Emotion – Develop accessible attributes for your brand. Your brand should readily tap into your target market’s psyche and evoke an emotional response.
A strong brand helps mold and shape that emotional reaction in people-which is a very strong influence in the purchasing decisions they make. Once they have an emotional attachment to your product or your company, then they will justify their purchase decision based upon product features and benefits.
Build the image – Visually, verbally, and through your actions you need to build the message you are trying to create about your company’s value. Choose or create a memorable name for your brand. Create a visually effective logo. Write a tag line or slogan for the brand that concisely captures the essence of your unique selling proposition. Your brand should communicate through all marketing channels with one voice, in the same tone, in the same style. In other words, your brand image must remain constant across all channels of communication.
Market the image – Projecting the image of your brand should be carried out among all contact points with your market. This means your name, logo, advertising, and all marketing communications materials should communicate your USP and consistently communicate your brand’s message. Don’t forget about your website, mailings, sponsorships, and events.
Your branding effort must permeate your entire organization. The CEO, the customer service staff, the sales force, the people who ship your product, and the people who sweep the floors at night must all know and demonstrate your brand’s singular distinction at every touch point with your market.
Live the message – You need to deliver on the promise you make to your market.
Whatever your brand image, positioning statement, or unique selling proposition, you have made promises to your market that you must deliver on. Remember, your brand is nothing more and nothing less than a promise of value and you must deliver on such promises in the mind of your market. Everyone in your organization must be trained to think from a brand perspective. All employees who have contact with prospects and customers should speak and act in a way that is consistent with your brand’s values. Many people call this process internal branding.
Measure Your Brand Equity Against the Competition and Continue to Build and Refine Your Brand. – The only way to know how well you are doing in your branding effort is to measure your brand equity against your competition at frequent intervals. This can be accomplished through a variety of market research methods such as conducting market surveys, analyzing the price premium your brand can enjoy, studying the sustainability of your brand, and conducting focus group research. Regular brand audits also will help you assess the health of your brand while uncovering its sources of equity.
Brand equity is constantly changing just as society’s values and perceptions are changing. You must understand the equity your brand has in the market and also understand how your brand’s image measures up against the identity you are putting forth and the image you are trying to create.
