We often revert to specific brands when thinking of a product, without giving it a second thought. For example, you use the word Coke to refer to any sweet, carbonated drink - or ask someone to pass you a Kleenex, when it’s really an off-brand tissue. That’s the concept of brand...
This is my proven 9-step brand strategy process to help you build strong brands. I filled the worksheets with dummy text, so that you know where the answers go. However, before you start working on your brand strategy, let's quickly define what brand strategy actually is. What is a bran...
Two brands may operate in a similar space (e.g., Ford vs Chevy); however, they still need specific positioning to avoid brand overlap and undifferentiated offerings. Tools like perceptual mapping could assist in visualising potential positions vis-à-vis competing brands based on what matters most...
Customers have a difficult time trusting and embracing brands that are hard to get to know. If you keep your cards close to your chest and never reveal anything about your company, like what you value and what brand experience you create, a potential customer won’t be inclined to stick ar...
Brand image refers to how the public perceives your business. Brand personality refers to the set of human-like character traits that define your company among its internal stakeholders. The two are related insofar as when your team shares a common sense of your brand personality, it can genera...
Your customers’ perceptions of your brand are invaluable in shaping an effective positioning statement. Their feedback can serve as a starting point, revealing how your brand is currently perceived in the market. Conduct surveys or interviews and ask customers to define your brand. If customer ...
All brands have a position whether they have actively tried to gain that position or not. If your brand is not actively working towards creating a position then yourcompetitors will determinewhere you are positioned. Blind spots in your brand strategy or messaging could lead to a positioning that...
One great way to get inspiration for developing your own values is to look to other brands. The following examples of brand values will get you started. 1. Sprout Social We created a microsite dedicated tosharing our brand identity and beliefs. Here, you can find our mission, positioning and...
To craft a successful branding strategy, you'll need to define a few key elements that will work together to enhance your business’s messaging. Here are four things you'll need to consider when developing your strategy: A brand narrative or story ...
Brand identityrefers to the visual and sensory elements that define a brand, such as its logo, colors, and design, reflecting its essence. Brand imageis the perception and impression customers and the public hold about the brand based on their experiences, marketing messages, and interactions. It...