12th June 2022
A brand is a unique story that consumers recall when they think of a product or service. It is indeed an amalgamation of myriad emotions that are the core reactions to your Brand. These emotions define what you want your audience to feel—happiness, confidence, hope, youthful, energetic, modern and so on—whenever they encounter your visual branding, your fonts, your colours, your logo or even just your brand name.
If you fail to define what you want your ideal audience to feel, then you are not going to have any control over how your ideal customers will interact with your products, services and marketing.
Seth Godin has put forward a great definition of a brand that addresses this point: "A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
Crafting a brand with impact can be challenging. In today’s world where markets are saturated with companies offering similar products, it has become essential to develop a favourable perception of your business in the market. And an impactful positive branding can be created by establishing the following brand elements.
Brand Voice
Brand voice is the personality and emotion that you inculcate into your business’s communications.
Brand Identity
Brand identity includes your company’s colour palette, logo, and fonts, as well as how you visually present yourself across diversified platforms.
Brand Promise
A brand promise reveals what consumers can expect from a brand across all touchpoints. It is how you articulate the unique value that your business provides. It includes your brand’s value proposition, company’s vision and mission.
Brand Values
Brand values are the guiding principles and beliefs of your company. Brand value is important because it creates competitive advantage, market leadership and profitability. As people perceive the brand as distinct and aligns with their personal values. By articulating your values and aligning your brand with something bigger and more meaningful than yourself, your customers will see that your brand is relatable and real—and that this truth extends far beyond just your product and service offerings.
Brand Targeting
Brand targeting refers to determining what segment of the market you aim to reach. This includes segmenting your target market by identifying the characteristics of your target customer.
Brand Positioning
Finally, Brand Positioning refers to where your brand stands in the market in the minds of your consumers, and how you are different from your competition. To create a positioning strategy, you must first identify your brand’s uniqueness For creating the aforementioned brand elements you require strategic planning and expert management for long term brand success.