If it is ask by new business owners for their
brand strategy, then most of it will stop at their logo means they have nothing
to tell about. Small-scale entrepreneurs constantly fail to observe the importance
of branding and do so at their problem. Such problem even continue across large
organizations where the understanding and use of a well-built brand can get
diluted, distorted or miscommunicated. Understanding the role branding plays in
your business, the strategies following it, and the pillars of successful
branding will immeasurably increase your chance of success.
The event was aimed at
those seeking to kick-start the brand building process by understanding the
basics. During the workshop, the Christine
Trias shed light on the key pillars of a successful brand.
These pillars will fortify
you build a brand on solid fundamentals. However, they’ll only stand strong if
they are made of obsession - your passion for your brand.
1. Vision - Start with
‘Why’
Branding is not just
about having an remarkable logo or an amusing tagline. The starting point of a
strong brand runs much cavernous. It lies at the essence. It starts with the
‘Why’.
As Christine Trias put it: “People don’t procure what you do,
they buy why you do it.” Your brand purpose is the significant reason
behind why your brand exists. To haul out your purpose, you need to look at who
you hand round. Your business solves a difficulty for somebody. In other words, it’s your ‘Why’ that will set
off that emotion that will constrain people towards your brand. Because, people
faith people and companies that think what they believe.
2. Actions - Live your
‘Why’
Once you’ve badge down
your purpose, the next step is to make certain it’s communicated throughout
your brand. “It’s all well and superior having a ‘Why’, but it has to be victor.
If you don’t sieve that through your whole culture, it’s just words on paper,”.
Here’s where you stop
to ask manually: What do you do? How do you add value? It’s significant that
your answers bind in with your purpose.
“Being dissimilar
really does stem from ‘Why,’” says Christine
Trias as she goes on to give an example of a brand that truly lives its principle
- Patagonia. In a bold marketing move, it urges customers not to buy new
Patagonia clothing and supports them to attach their worn out garments.
3. Expression - Find
your voice
“One thing we always inform
our clients is that you can’t be everything to everyone. You need to know who
you’re chatting to, or your messages will get perplexed,” says Christine Trias. Knowing who your
audience is makes it easier to expertise your tone of voice - the way your
brand’s personality comes through. “Tone of voice is more than just about copy.
It’s given out through everything, including the design and colors you use. A
well expertise tone of voice will set your to one side from the rest. Speaking
in a constant voice also helps build belief in your brand,” says Christine.
4. Experience -
Explore your customers’ journey
An imperative step is make
certain that your customers’ experience is dependable throughout the entire
brand. Christine Trias do this by classifying
your brand touch-points.
One clear touch-point
is the in-store knowledge - the design of your shop, the messaging used, as
well as the in general ambiance like lighting, smell and sound. Additional,
touch points are your staff and your brand’s social media channels. People will
pick up on variations and this will shock their trust in your brand. “Today
business has become everyone’s businesses. Legitimacy is no longer optional,”.
By communicating your purpose through well-designed brand touch-points, she
adds, you can generate a familiar brand that is first in mind when people talk
about your manufacturing.
