Five Things Which Make a Great Brand

In today’s modern World, the brand is king. All successful companies rely on their brand strength and presence to ensure their public image is as effective as possible. Top blue chips pour thousands of pounds, sometimes even millions, into theirs with the desired outcome of complete brand recognition across all their target markets.

However, you don’t need millions of pounds to make sure yoursis effective, if you follow the five following points, you should ensure your brand has respect and longevity.

1. Brand identity design is paramount. Your logo is the most recognizable element of your brand. It represents your business within one mark, therefore it has to be spot on. Branding workshops and strategy can help to ascertain the core values of a brand, which should be reflected within the identity. The business’ USP’s can also be communicated through the logo, although as business’ can change, the logo needs to have flexibility to allow movement within the brand. Most of all, the logo should represent your company’s aspirational value.

2. Stay relevant. It is important for brands to remain relevant within the target audience’s eyes. Those which appear static and set in their ways are often left behind remarkably quickly by competitors which recognise the importance of constantly refreshing and looking to the future. Most successful brands employ a branding and marketing agency to manage and maintain their brand image.

3. Positioning is everything. Positioning the brand within the market place is one of the most important things for any new one. The market and its competitors need to be analysed in detail by brand experts who can then ascertain where it should be launched. Positioning includes whether the product is low, medium, or high end, the tone-of-voice and who will be its biggest competitors.

4. Consistency. The brand needs to be consistent so that all communication across various medias has the same message. Corporate branding guidelines can ensure yours maintains a high standard of aesthetic and communication.

5. Hit the right target. Identify the target audience and then aim for them. Any brand will have a specific target audience (unless they are large umbrella corporations). Yours should be focused on communicating to these people. The vehicle of communication should also be strongly considered. If the brands products are aimed at different target audiences it is advisable to utilise sub branding, which can sit underneath the main umbrella brand. These can then individually target different markets / areas.

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