- Establish exactly what your company or product supplies to the market. Doesn’t matter whether it’s a product or service, you need to define the exact function first.
- Do a simple analysis to discover who the competition are and what space they occupy in the market. When you begin to understand what makes them special and how they portray themselves to consumers, its possible to develop your own unique competitive edge. Too often products mimic one another and get lost amongst the clutter, leaving little choice for consumers.
- Make a decision on which consumers you want to target. Don’t think too big. Do the research. Start where the fish are biting and not where the locals are fishing.
- Find out what affects consumers’ decisions to purchase. What are their needs that have to be met? Discovering insights create opportunities that, if explored, can lead to favourable outcomes.
- Do your research. Look for favourable conditions in which your business can capitalise on changing trends or on increasing demands for a product that has not yet been recognised by competitors.
- Create no more than 5 values that define the principles that hold your business together. These values must be practiced at every level within your company and used to measure employee morale/equity.
This symbol was developed for Ensemble — a call center that supports debtor and creditor participants in the South African credit industry. Their brand values are remarkable, smart, supportive and trustworthy — the right mix to stay positive and maintain growth in a tough industry.
- Create context (tone and manner) for each brand value. This simplifies their understanding and creates consistency across your brand’s network.
- A well thought out proposition statement speaks directly to the target market. Use it to communicate exactly why they should buy your product or service.
- A positioning statement must clearly and simply express how your product or service fulfills consumer needs. What differentiates the way in which your business provides solutions to consumers’ requirements from what everyone else in the market is doing?
- Say what you mean. Your slogan must be a simple phrase that encapsulates your brand’s appeal and that makes it more memorable.
Points 6 to 8 are the sum of points 1 to 5. Use points 6 to 8 to guide growth and creativity consistently across your company’s network. Communication is the glue that holds good business practices together but without a clear cohesive statements focus is often the first causality.
Once the ingredients are ready and the prep work completed, finding a talented artist is the next step. Experienced graphic design companies focus on quality, delivery and cost. They consider factors such as application, consistency, proposition and positioning statements and use them to guide their creativity to ensure clients’ return on investment.
Making an impression is not achieved by doing the obvious. It is done by taking the time to understand consumers and connecting with them in a way that clearly delivers a consistent promise of quality, delivery and fair price. Doing so will set your brand apart from stereotypes, increase your brand’s potential to lead and create a brand culture that leaves its mark on the world.