Most brands will have an outline of their mission, values, and goals – whether it’s on a piece of paper, strategic plan, or in a brand book (more on this below). These will describe what the brand stands for and wants to be known for.
But as Hugh said earlier,
it doesn’t matter what people think of you if they don’t think about you at all. This is where branding and positioning come in – and understanding algeria whatsapp number data where your brand sits will help you shape your next steps.
Hugh shares a simplified 3-step plan below:
1. Define the audience with whom you want to be positioned
Firstly, businesses should clearly define the is b2b branding more nuanced than we thought? audience with whom they want to be positioned and the categories in which they want to hold a position.
2. Research your current brand and position
You should then research
or guess if you can’t afford the research) how you antarctica business directory are currently positioned and what that audience currently believes about you. Both. This can involve formal research, or simpler steps like looking at reviews and speaking with your clients (or your team members who are in regular contact with clients).
3. Identify the steps and messages to reinforce or change these perspectives
Depending on what you’ve found in your research. T you’ll then be able to come up with messages to reinforce or change these perceptions, and a plan to get those messages to market.
Your plan can look a little like this:
We need to say these things
And show this evidence
To position in (or move into this position within) this category
And so that they believe these things and no longer believe those
Looking after and delivering your brand promise
As you forge your brand’s personality and follow your branding action plan. T you need to make sure that every touch point delivers on the promise. This is key, especially for businesses in their infancy that want to build trust with consumers.
Some of the best brands are the
ones that have been consistent throughout their existence – Shell, Apple, FedEx, and Nike, while others like Microsoft have changed their brand promise but have done so gradually. The brands that change their visual identities often or drastically only serve to confuse audiences and highlight their uncertainty.
So, to be consistent, Tony recommends appointing a brand custodian to look after your branding.
And one thing that your custodian needs to create and maintain is a style guide or brand book for your brand. More than just a collection of logos and palettes, a style guide should include a specific statement about the promise your brand wants to make together with your values, tone of voice, the imagery you use, and your brand’s professional standards.
This guide can be used by every employee at your business to help maintain consistency, drive positive experiences for the customers, and better understand the company’s values – just make sure it’s accessible to them all.
Strong brands create value for their stakeholders
We want to thank Tony for sharing his time and valuable insights with us, and the assembled leaders and advisers that shared their own time with us to listen.
Just as we’ve the importance of how our referrers describe us . To others, it’s also important for us to thank them for their referrals.
