Back to Basics in Branding

In this article from the BACK TO BASICS series, I will discuss the 10 most important points to take into consideration in Branding.?

In a nutshell, branding is a promise, branding is an experience. In an ultra-competitive business world, every organization needs a vehicle to convey its uniqueness, its value proposition: professionally managed brands can achieve just that.

??According to a survey, in the United States, 46 percent of consumers say that they would pay more to purchase from brands they can trust (Salsify, 2022).??

1. Define your brand: it is essential to start by conducting a brand audit that examines your brand's current strengths and weaknesses. Develop a brand positioning statement that outlines your unique value proposition and key messaging points, in just a few words. Conduct stakeholder interviews to gather input from employees, customers, and other key stakeholders.

Warby Parker led by Dave Gilboa is a US-based eyewear company that has a clearly defined brand. Their brand represents affordability, style, and social responsibility. They differentiate themselves from competitors by offering high-quality, affordable eyewear and by donating a pair of glasses to someone in need for every pair purchased.

2. Understand your target audience: Develop buyer personas that describe your ideal customer, including their demographics, goals, challenges, and behavior. Conduct on-site surveys, focus groups, or interviews to gather insights about your target audience's needs, preferences, and behavior. Monitor social media conversations to gain real-time insights into what your target audience is saying about your brand.

@HOKA, originally an over-sized footware brand made by and for trail- and ultra-runners in the French Alps, has managed to stay true to its original philosophy through customer intimacy and a strong listening platform. HOKA was the fastest sneaker brand in the US in 2022 (+60% sales) and Hokas are now viewed as stylish and trendy. A testament to the original dedication of its founders, Jean-Luc Diard and Christophe Aubonnet .

3. Conduct market research: Use a variety of research techniques to gather data about your industry and competitors. But remember one thing: don't spend too much time on your competitors, spend your time on understanding your customers. Use data visualization tools to help you identify patterns and trends in your research data.

Casper is a US-based mattress company that conducts extensive market research. They use a variety of research techniques to gather insights about their customers' sleeping habits and preferences. Their in-lab bedroom is designed to simulate the perfect sleeping experience, try out new materials, and get real feedback.

?3.????Develop a brand strategy: Conduct a SWOT analysis to identify your brand's strengths, weaknesses, opportunities, and threats. Develop a brand positioning statement that outlines your unique value proposition, key messaging points, and target audience. Create a plan to consistently communicate and reinforce your brand message across all touchpoints, including advertising, social media, packaging, and customer service.

Chewy is an online retailer of pet supplies that has built a loyal customer base by offering a wide selection of products, fast and free shipping, and exceptional customer service. Chewy's brand strategy is built around the idea of being a "pet parent" and creating a personalized, emotional connection with customers and their pets. The company's brand messaging is consistent across all touchpoints, including its website, social media channels, and customer service interactions.

4. Create a brand identity: Develop a visual identity that includes your logo, typography, color palette, and imagery. Create a brand voice that reflects your brand's personality and values. Develop a messaging framework that guides your brand's communication across all touchpoints.

香奈儿 has a strong brand identity that includes their iconic logo, black-and-white color scheme, and luxurious aesthetic. Their brand voice and messaging emphasize the timeless elegance and sophistication of their products.

5. Consistency is key: Develop a brand style guide that outlines your brand's visual and verbal identity. Use a content management system that enables you to easily manage and distribute your brand's messaging and assets. Use marketing automation tools ( HubSpot is my preferred one) that enable you to deliver consistent messaging across all touchpoints. Consistent presentation of a brand has seen to increase revenue by +33% (Lucidpress, 2019).

6. Monitor your brand reputation: Use social media monitoring tools that enable you to track mentions of your brand across all social media platforms. Respond promptly to any negative feedback or complaints. Develop a crisis communication plan that outlines your response strategy in the event of a brand crisis.

7. Train employees: Your employees are your first ambassadors! Develop training materials that teach employees about your brand's values, messaging, and visual identity. Use a learning management system that enables you to easily manage and distribute training materials. Conduct regular employee surveys that help you measure the effectiveness of your training efforts.

8. Measure brand performance: Use a variety of metrics to measure your brand's performance, including brand awareness, customer satisfaction, social media engagement, and website traffic.

Burberry measures their brand performance through metrics like customer satisfaction, brand awareness, and social media engagement. They use this data to continuously improve their branding efforts.

9. Stay relevant: Stay up to date with market trends and consumer preferences and evolve your brand strategy accordingly to stay relevant and competitive.

10. INNOVATE, INNOVATE, INNOVATE

Should you want an introduction to those and other key ressources and personalities in the world of branding, send me a message! #branding

If you haven't yet, check out last week's article: Back to Basics in Industrial Design

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