What’s in a name? Letters strung together forming syllables that press their way through our lips and land upon the ears of all with in listening distance. More important than the letters and syllables forming a name is the identity attached that shapes others opinion of the name holder. Similarly, a brand is a name and in its unaltered state it is merely no more than a logo attach to a product/service, for a brand to having a deeper meaning it needs a personality to help bolster its status and separate itself from competitors.
So What’s a Brand?
Brands have been around for centuries, they are a vital part of marketing and organizational identity. From politicians, companies and academic institutions to actors and sports franchises the ability to have a unique identifier is crucial in getting the public to connect with you. They are away of standing out, of telling the world that a product or service stamped with this name is connected to a certain ethos, quality and standard.
Building your Brand
The foundation for creating a brand starts with consistent messaging and the pursuit of unwavering authenticity. In order to create a successful brand – and in turn a loyal customer base – a brand needs to build itself from the inside out. This building process starts with clear and concise brand positioning, personality and promise.
Brand positioning is a statement that articulates why your target audience should choose your brand to satisfy their needs rather than choosing one of your competitors. To successfully position your brand you need to have a comprehensive understanding of your target demographic. Using a buyer persona to find out what makes your audience tick is a proven way to gaining the insights crucial for brand positioning. Learning the desires, needs and concerns of your target audience is great, but you will also need to have a good understanding of your competitors, and how they meet and miss the mark with your shared customer-base.
A brand’s personality is its anthropomorphic representation. The personality is based on how a brand behaves, what gender, socio-economic class, psychological, emotional characteristics it conveys to the world. For example Nike’s brand personalty is “young, cool, sleek and fit” while Hush Puppies personality represents “comfort, sensibility and conservative”. A brand’s personality is vitally important because is shapes the public’s perception of them.
- Creates a initial brand equity
- Builds long-term brand equity
- Helps separate a brand from its competitors
- Serves as a powerful building relationship device
While trying to find your brand’s personality ask yourself this question “If your brand was a living breathing human what kind of characteristics would they have?” The power in cultivating a strong brand personality comes from creating a more relatable, emotionally resonate connection with your customers.
Brand promises are the intersection between a brands personality a brands a brands position in their marketplace. Brands live and die on their reputation, and nothing can sully a once beloved public image more than a failure to back up claims or keep promises made to the consumer. Think about what your brand strives to deliver to your customers both in service and product offerings. Then create marketing collateral that reiterates those promises to the public. Make sure everyone on your team understands how important it is to keep the promises you make your customers and more importantly, never make a promise your brand cannot keep. Kept promises build brand loyalty and repeat buyers, failure to live up to your word will inevitably lead to your brand losing out to your competition.