If you’re looking to build a new company or refresh established branding for existing company, you need to make sure that you have the proper brand attributes in place. A brand is more than a simple representation of your company. It is multifaceted and can communicate many things either directly or indirectly through imagery, words, and assumptions. Here are several brand attributes that can help you develop a strong brand identity.
Your brand must be relevant to the marketplace. For example, if your branding campaign is around luxury products or services, you have to make sure that there is a marketplace for it. If the target market has no interest in purchasing a luxury product or service, the campaign will obviously flop. On the other hand, if you can justify the prices of what you are offering by branding it as more durable or a better service, it can work.
Your visual branding must be consistent in order for people to believe in your message. Consistent visual presentation is key element in successful branding as it helps cohesiveness in campaigns and overal marketing initiatives. Same as if you’re saying one thing one day and another thing the next day, your target market will either be confused or not believe what you’re saying to be honest. Your brand should also affect how everybody in your company works and communicates as it will reinforce your core message.
Positioning is very important because there will be companies that already have some kind of stance in the marketplace. You need to create your own foundation for what your business is about. To do this, you need to research the competition, study their angle, and find out what kind of opportunities are available for your brand.
Is your brand’s message and mission too short sighted? Is it based on a trend that may only last a few years or is it something that you can build your company around? This is a question you will need to ask yourself to ensure that the money, time, and effort you put into building your brand is something that can translate into a sustainable business model.
A brand should deliver on what it promises to the target audience. In order to do so, your brand should permeate deep into the core of your company so that everyone involved acts and communicates with the brand’s mission in mind. This will result in congruency, build trust with the public, and instill credibility in your message.
Does your brand inspire people? Is it known for continuously innovating when others are resting on their laurels? Having these attributes can result in your brand getting more exposure and having people engage you instead of the other way around.
A strong brand should be unique, rather than another copycat in the marketplace. Your industry will undoubtedly be filled with many competitors. In order to stand out from the pack, you have to make your mark by being unique in a positive way.
Is your brand appealing to customers? A good example of appeal being used is when a luxury car company indirectly mentions that their cars are for true connoisseurs that truly understands quality. It plays into the ego of the consumer and makes it rewarding to be a part of the brand.
Lilly Design Group can help you develop the visual elements that can help make every aspect of your company more attractive. We’ve worked with all aspects of branding from logos, visual branding, marketing, to corporate identity. Contact us at 410-598-8445 to see how we can help you design a brand that’s right for you.