Is your brand image worn out? Are you just beginning to launch your brand? Or have you recently realized that your current brand (or lack thereof) is ineffective? It’s not just an adage that image is everything — in today’s marketing economy, it is. It’s important to use a critical eye when examining your brand. Instead of viewing your brand from your perspective, take the view of a potential customer looking at it alongside a competitor and be honest: how do you stack up?
Remember, your brand is what you stand for, the authority figure you are and how the public perceives the value of your content and your core offer(s). Below, we outline a few strategies for creating a relevant brand.
Decide what you stand for and stick to it
Establish the core values of your brand. Often this is similar to a mission statement that outlines how your business runs and what is most important to you. This applies to your staff, too — your expectations of them will be clear and easy to manage from the start. It is important to stay consistent with these values and execute them in even the smallest ways, such as how your staff dress and interact with clients. Give your consumer a reliable experience so they know what to expect.
Your Aesthetics – Own them!
Looking good physically is incredibly important. What’s even more important is looking good at delivering a quality product or service. Determine what your customer desires most from you, and build on that. Your image should mirror your customer in many aspects. It should speak to what they are seeking. For example, someone seeking a new car isn’t just looking for a vehicle, they are seeking reliability and style.
Figure out how to emulate these feelings in your brand image so that everything aligns. Do certain colors, logos, fonts evoke the aesthetic you are going for? Pay attention to those elements and then commit. Shifting between drastically different branding (fonts, logos, colors) can come across as instability, so stick to a brand once you’ve established it.
Have a clear message
Be economical with your words. Remember that speaking in jargon can alienate customers, so be careful with your word choice. This message should align with the aesthetic you’ve built in the previous section, so make a statement that summarizes those ideas. A good strategy is to come up with a single line that captures the result your product or service has for the customer. For example, selling cars isn’t just about selling a vehicle — it’s more about selling freedom and luxury. This kind of message leaves a memorable brand image with your customer.
Work with Viral Solutions to maintain a high-quality brand image and send the right messages to your customers!
by Christine Kelly
CEO and Queen Bee | Viral Solutions LLC
Copyright 2015 Viral Solutions LLC