Every well-known organization has a clear marketing plan for their branding. What are the key characteristics of branding? How can your company clearly define your brand? Where do you start?
Branding Basics
Your brand is bigger than just a logo. Branding involves a philosophy or a story. It involves a commitment to consistency and customer loyalty. Your mission should speak through your brand. It’s how you let new customers know who you are.
Companies like Burt’s Bees and GoPro have a very clear marketing strategy about who they are and what they can do for their customers. When you think of GoPro, you don’t think of all natural skin care products (did somebody say beeswax?), you think of adventurous action and recording every minute of it in high resolution with a tough little camera that has taken its licks! Those companies have gone to great lengths to answer the important questions about their brand. If you take the time to write out the answers to those simple questions, you’ll be able to get a firm grip on your brand identity.
4 Important Questions
In this excerpt from an Entrepeneur.com article by John Williams, we take a look at 4 questions that need to be answered:
“Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
• What is your company’s mission?
• What are the benefits and features of your products or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.”https://www.entrepreneur.com/article/77408
As you consider a marketing plan for your brand, be sure to answer those questions. If your customer is unclear about who you are or what you intend to provide, how can you set yourself apart from the other providers?
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