Your brand. It’s more than a logo.
09 September 2019
Perception is everything
So, how do you go about creating that perception?
First up, get inside the head of your target markets. What is it they want and how does your product or service satisfy that need?
Let’s use our friend Coca-Cola again as an example. They’ve built their brand around fun times and socialising. Everything they’ve done comes back to that one simple proposition. Their target markets want to relax and enjoy life. Coca-Cola is an integral part of that lifestyle – heck, they even took ownership of Christmas with their Santa design way back in 1931!
Now, start to think about your brand. What is its personality? How would someone describe your brand if it was a person? Is it fun? Responsible? Serious? Macho? Romantic? Do a brain-dump and try to refine the list down to five or six key traits.
Consider your brand’s inner driving properties as well – its Core Values. Examples here could be Honest, Innovative, Risk-Taker, or Passionate. Again, do a brain dump and refine your list. As a rule of thumb, the shorter the list, the more focused you are.
Now it’s time to write your brand essence. This single sentence statement (preferably no more than 20 words) describes your brand’s relationship with your customer.
Let’s use Coke as an example again since we’re on a roll. Their brand essence could read along the lines of: “For people who love to socialise with friends, Coke provides a refreshing drink day and night.”
Right, you’ve got your brand essence sorted and all of the key stakeholders in your business are in agreement (that’s really important by the way). This is where the fun really begins – you get to help bring that brand essence to life.