Best Brand Strategy - Building True Connections

What makes some brands so connected to the audience so well? We can learn about building a brand for an organization by asking what makes some people so connected with others. In many ways, organizations are like individuals. Each has its own specific "fingerprint" - advantages, personality and personality - making it unique and identifiable. This is how we know our friends and what we like. In a world where no one has time to carefully weigh all available brand options, this fingerprint can be used as a shorthand to help us classify the maze. This is a very real value point, and it is increasingly difficult to tell a product or service another. One. When the organization's brand fingerprints are clearly defined and expressed, customers, shareholders, distributors, employees, and partners always think that they "know" the organization and know the expectations of the organization.

This is the time for high emotional participation. This is the creation of "fanatic fans" and customer loyalty. This is the time when an organization gains a sustainable competitive advantage. Discovering and communicating this brand's fingerprints helps companies focus their strategy on the power of the brand – providing meaningful and recognizable shorthand for the brand, helping to eliminate noise and clutter.

Brand fingerprint process

By helping to organize the process of branding fingerprints, it ensures that the intangible attributes [such as completeness and innovation] assigned to the brand are translated into visual, tangible representations for reference. The process is divided into two phases, strategy and visual translation. It works as follows:

First stage strategy

step 1. from

 Find your brand value, character and personality
Step 2. from

 Understand the competitive landscape
Step 3. from

 Determine your position in the market
Step 4. from

 Develop your value proposition

second stage. Visual translation

step 1. from

 Developing brand sentiment
Step 2. from

 Identify key branding elements
Step 3. from

 Develop a brand roadmap

First stage strategy

The strategic phase can be compared to traditional brand development methods and based on core values. The difference here is that the exercises used in the convenient conversations with company decision makers are not only designed to discover brand values ​​and attributes, but also to collect information in a way that is useful for the development of brand visual translation. . Pairing creative teams with decision makers in the early stages of brand strategy development is critical to gathering opinions that are critical to visual translation.

This is important because experts say that 80% of what we learn is clearly from us, and customers are likely to see the brand long before they understand the strategy. There are many benefits to considering how to visually communicate a brand during the strategic phase. Some of these benefits include: - Turning intangible company assets and attributes into tangible statements that truly reflect the company's core values ​​- avoiding disconnection when developing logos, websites and printed materials - developing marketing materials that truly convey key messages - customer audience versus brand In-depth understanding of information and long-term memory - consistency of brand information over time

Second stage: visual translation

The visual translation phase uses all the information gathered during the strategic phase and transforms it into a visual form that people can see and reference - visible brand fingerprints. Clear and accurate brand fingerprints convey the integrity, zero defects and innovations of assets and make them obvious. visible. Understandable. The audience will know at a glance who the organization is, what they say to them, and why they should buy, react or be moved. It will be real, it will be real, it will stand the test of time - because what people see represents a synthesis of brand strategy.

The benefits of developing brand vision components directly from strategic exercises include:

- The brand atmosphere will communicate with customers on an emotional level, because the design is based on the true aspects of the brand's personality and personality - because the mood is a direct translation of the strategic joint manufacturer and creative team, there is no unpleasant surprise in the design phase - the brand The main visual components will look and feel "real" and will be the backbone of other marketing materials that will be built - no new themes, visual methods or revisions from established visual translations. Brand assets are consistent. This is a cost-effective benefit.

branding

The true brand that is loyal to the organization is how to build trust, loyalty and sustainability between the organization and the audience. Great graphics and cool animations don't work well if you don't accurately convey the company's character or brand. If the organization is unclear and consistent about how it displays itself in front of its publications, then something is wrong. If the organization's brand and its image are inconsistent, there will be "brand schizophrenia", which will seriously affect the quality and trust of the relationship with the distinguished audience [including customers and employees]. All lose When they don't know what will happen, they trust the company. Through brand strategies and visual effects that are clearly expressed in the unique brand "fingerprints", organizations can establish a true connection with their audience. Once established, this connection enables them to convey attractive value, promote long-term recall of brand information, and foster trust, loyalty, and emotional attachment to maintain relationships.

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