5 Branding Essentials
by Tanya Ganian
Tuesday, July 16, 2019
(TRANSCRIBED FROM AUDIO)
Let’s talk branding. I love this topic. I feel like branding takes a product, a service, and a company and makes it real- makes it relatable. It turns it from an inanimate thing to a living machine with traits and flaws.
Traditionally, the process of branding “involved creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme”. Today, this is a very simplistic definition.
Branding involves so much more today and for the first time in history, companies are in a unique position to have direct and immediate contact with potential buyers and prospects, and that direct contact needs to be as authentic and predictable to the prospect as possible.
Brand is now defined by a prospect’s perception of your company. Your brand is not just a logo. A logo is a mark that is part of a brand. If the extent of your branding is logo and color combinations, then your company will just be hues of blue with a mark. And that’s about it.
Story, PR, customer service, client experience, emotions evoked by your brand, your core message, your promise to clients, the way you advertise, and your reputation is your brand.
The end goal of your brand is to become
Some rules to follow to create a recognizable and memorable brand.
- Design – font, color, visualYour design should be succinct The font, the color, the visuals should come correspond to each other. If you are a high-end brand and your look and feel is minimalism, then your designs should reflect minimalism, from the logo to the font to the ads, the images to the posts, and graphics and colors. All your design materials, including your end product, need to match purposefully.
- Verbal message – business name, tag line, voice style. Your company name should reflect the tone of your product as well. Your company doesn’t have to describe your product or service if you don’t want it to. But your tagline should clear up any misconception of your primary offer. Use your tag line as the official summary of your product or your service.
Your verbal message also includes your copy. Whether it’s copy for your website or your social media posts, the tone of your writing and ad copy should also be parallel. Replicate the tone across all platforms to give your prospects the best possible chances of recognizing your brand without any other clue but your copy. This is hard to achieve but the more you understand the underlying purpose of your brand, the more authentic your message, the easier it will be to convey an analogous tone.
- Content marketing – blog, podcast, email, video. Choose 2 of your main go-to platforms. Whether it’s a blog or a podcast or email marketing or video. Choose 2 vehicles that will drive your message to your prospects. The way to choose which is the best platform is to first familiarize yourself with all of them. Use them maybe you THINK Snapchat isn’t for you. But you won't know until you try it. I was really uncomfortable when I posted my first few podcasts, but it's become my go-to platform and I’m not looking back. The second way to decide which two platforms is by focusing on which platforms is most often used by your prospects and potential clients. If all your clients are on Snapchat, then LinkedIn should not be your top two platforms. Choose your platforms according to where your prospect goes to play.
- Engagement. Don’t lose focus on your end goal. The end goal of your brand is to be recognized, memorable trustworthy, and valued. The best way to achieve that is to engage and create a loyal community around your brand.
- Give it time and consistency. Brands don’t grow overnight. Yes, some look like they do. But most don’t. Long-lasting success takes time and consistent work. Stay true to your word. If you say every Tuesday. That’s not every Wednesday or every other Monday. Or sometimes Saturdays. Show up when you say you will be there and do what you promise you will do. Remember, you never know the prospects who are following you ready to leap from the desire to purchase to the act of becoming a loyal customer.