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7 Steps to a Better Brand

Standing out in a busy market can be a challenge, but it's not impossible. With the right strategy, any brand can shine and prosper. In this blog post, we share seven key insights on how to bring out the best in your brand.

1. Discover your brand purpose.

Firstly, you need to identify your brand's purpose. This should be a concise, inspiring, and unique statement that captures what your brand represents, does, and why it exists. It's more than just a slogan or tagline; it's a guiding principle that influences every aspect of your brand, including messaging, visual identity, products, and customer experience.

2. Craft a compelling brand story.

Your brand story is the glue that connects your brand experience. It explains how your brand came to be, what it stands for, and why it matters. An engaging brand story helps distinguish your brand and emotionally connects with your audience. Your brand story should be genuine, reflecting your brand's purpose and values, and should be authentic, transparent, and human centric.

3. Understand your brand positioning.

Understanding your place in the market is crucial for any brand attempting to communicate effectively with its audience. It's essential to know who you're addressing and why. Many brands find it helpful to create fictional personas to tailor their product offerings to specific individual needs. A custom approach often leads to a more persuasive product/market fit.

4. Establish a strong visual identity.

Visual identity is inseparable from your brand’s character, so it's crucial to get it right. This includes your logo, colour palette, typography, imagery, and any other visual elements representing your brand. While it's tempting to follow current design trends, remember that trends come and go. We'd suggest focusing on being true to your brand instead of worrying too much about what your competitors are doing.

5. Ensure consistent brand messaging.

Your brand messaging should be consistent across all channels and touch points. It needs to be clear, concise, and memorable. Your messaging should support your brand purpose and story while communicating the value your brand delivers to customers. Focus on addressing your customers' needs and desires with relatable and people-centric messaging.

6. Embrace the digital world.

In today's world, brands must adopt relevant technologies and platforms to connect with their audiences and stay ahead of competitors. From social media and influencer marketing to AI-driven chatbots and virtual reality, numerous opportunities exist for brands to harness digital technologies, enhance customer experiences, and foster growth. 

Digital has been a necessity for many years, but it's never too late to make changes if you still feel left behind. Brands wanting to thrive in the digital age must be agile and adaptable, ready to pivot quickly and experiment with innovative strategies and new ways of doing business.

7. Nurture brand advocacy.

One of the most effective ways to unveil a brand's finest qualities is to nurture brand advocacy. Brand advocates are those customers who adore your brand and actively promote it to others. To encourage brand advocacy, you must deliver an exceptional customer experience. Make your customers feel valued and appreciated, offer them personalised experiences, and go above and beyond to meet their needs.

In a nutshell, bringing out the best in a brand requires a mix of time-honoured branding principles and modern implementations. You must define your brand purpose, craft an engaging brand story, comprehend your brand position, create a robust visual identity, maintain consistent brand messaging, embrace digital transformation, and champion brand advocacy. 

Every brand is unique and demands a bespoke approach, but we hope these pointers will spark inspiration to help your organisation reach its full potential. 

If you're eager to build your brand, don't hesitate to reach out. We're here to help.

Author Luke Vidamour