When thinking about branding, most people think of a logo, tagline, product, or service. All of these things can be expressions of your brand, but they are not your brand. So what is a brand? We’ll talk about developing a recognizable brand to help you understand this important piece to the success equation.
1. What Does Developing a Recognizable Brand Offer?
At NMPR, we define brand as the promise of a distinct and memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes into contact with your brand. Whether it’s the way your website functions, the placement of your product in stores, or the social interaction that your product generates. It’s how you make customers feel about themselves and their buying decisions when they are interacting with your brand.
2. “Think Local, Act Local”
A brand connects you to a time, place, or emotion by developing a 360 experience. For example, think of Coca-Cola. As described by k-international.com, “Coca-Cola introduced it’s think local, act local’ marketing strategy in 2000, with an aim to increase local sensitivity. Since then, Coca-Cola has gone from strength to strength and is still one of the world’s most recognizable brands. The key to this success has been the company’s focus on enduring and universal values such as ‘sharing’ and ‘happiness.’ It has also been product and messaging localization.” Ironically, what makes it so successful is less about the product and more about the brand promise.
3. Ask The Right Questions
To develop a brand, you first have to ask yourself a few questions. What do you offer? Who do you want to become? Who is your target market? What need can we fill? How you answer these questions are vital to your long-term success. So, answer truthfully! Upon conclusion, these answers need to be analyzed and crafted into brand messaging and visuals.
Nicklaus Marketing helps our clients to develop and nourish brands through every stage of growth. Want to learn more? Contact a Nicklaus Marketing team member today at info@nicklausmarketing.com!
