Your core idea
What’s is your brand’s pitch? Carefully decide what is your business’s mission. You’re offering a product or service. Remember that there are probably dozens of other brands that offer the same services or products as you – so think deeply about your brand’s core mission. You should be able to deliver your business pitch in a few clear, confident, and memorable sentences. Consider your brand’s core principles and its driving mission. What sets you apart from the competition? What makes you better than every other similar brand? When your customers need the type of product you sell, you want a clear core idea that will make them think, “Oh, of course! Brand X sells that product.”
Your own logo
Your logo is often the first impression a customer has of your brand. It is a visual, immediate, and memorable representation of your business. Logos can be what make or break a customer’s impression of you. What does your logo convey? What kind of image does it literally give your brand? A logo can instantly make you seem playful, formal, serious, respectable, silly, or untrustworthy. Design your logo carefully. Does it establish trust? Would a product with that logo seem like it was of low or high quality? Does it convey your brand’s mission of playful creativity or formal respectability? Even before they learn anything else about your brand, a customer may decide whether or not they’ll explore your brand based on if your logo’s message agrees with their expectations for a product or service.
Your voice is one of the main things that will define your brand. It heavily influences a customer’s impression of your brand’s culture and mission. Be sure to create a clear brand voice that reflects your business’s unique personality. In all of your communication, from product copy to web pages to social media posts, convey a clear personality that will gain your audience’s trust and develop their loyalty to your brand. Why would they use other generic brands when they have developed a rapport with yours?
Creating an experience
Products are just physical things. Services can be performed by any number of people or companies. So what makes a brand, well, a brand? The memory of the experience is what makes a true, successful brand. There are a number of affordable, quality smartphones. Yet iPhones are ubiquitous. Apple is one of history’s most successful brands because it doesn’t just sell products; it sells an experience. People associate Apple with sleek, clean, modern stores filled with recognizable and respected gadgets that convey a certain status. They trust the brand’s quality and associate with positive feelings and image. What separate generic, overlooked brands and successful brands is that the latter sells more than just products or services – they sell a positive experience.
Consistency is the final factor of brand definition that will truly determine if you have a clear brand. Consider all the previous essentials of brand definition – if you aren’t consistent in their delivery, you don’t have a defined brand. Your tone in website copy can’t be playful and casual and then serious and formal. Your customers won’t know what your brand stands for and if you fit with their expectations for a product or service. If you are a formal business but your logo is too playful, you’re driving away potential customers that are seeking your formal product or service. Be consistent across all platforms. Create a clearly defined brand that customers will recognize and remember.