May 10, 2013

Top 3 Tips to make your Brand Stand Out!

written by Anya Amrith

Top 3 Tips to make your Brand Stand Out!

As consumers we encounter a vast array of brands every single day, be it on the TV, in person, online and even while buying our morning coffee; yet most people aren’t actively aware of it. However, with each brand encounter, we register our thoughts, feelings and impressions of that company’s brand, which in turn shapes how we feel about the company and, often the product itself.

Prominent brands, like Apple, Nike, and Amazon etc etc. have all been very successful at communicating their brand message to consumers; but these success stories didn’t just happen overnight. They happened because of carefully planned out strategies that developed over a long time. It took hard work, attention to detail and most importantly, consistency to turn their visions into reality.

So how can you learn from the pros & better your own brand; making it more recognisable & memorable? How can you make your brand or company stand out?

Here are our ‘Top 3 Tips to make your Brand Stand Out!’

1. Know who you are! 

Before beginning any branding activities, figure out what image you are trying to portray to your consumers. Is your emphasis on customer experience/service? Are you great value? Are you offering a high end service? What do you want to be known for? What is your USP?

Once you’ve made that decision, all of your brand elements (fonts, colours, images, strap-lines) must reflect that image in order to ensure that is how customers actually perceive your brand.

2. Key Message Delivery

After figuring out what you want your brand to be known for, you need to figure out the specific key messages that you want to deliver to your various audiences. Remember people don’t want to be bombarded by mixed messages, making it harder for them to determine who you are and what you offer. All this will do is make your brand less valuable and less able to sell effectively.

Be sure to use all your marketing channels in line with your key messages; the devil is in the detail. If you champion the customer experience, ensure your social media is interactive and not just a box you are ticking! You’ll get back what you put in! Delivery is key.

3. Implementing your Brand Image

Once you have finalised the key messages and design elements of your brand, the next step is to ensure that it is implemented consistently throughout your company or organisation. Consistency is key to a successful strong brand. If your employees aren’t able to properly communicate your brand, it will be next to impossible for your customers to interpret it as you intended.

We often suggest that companies create a brand guide for their employees, which outlines a standard as to how the brand should be used and implemented. The brand guide should include the following information:

An overview of the company/brand – i.e. a 60-second description of who are and what you offer.

The key audiences that you are trying to reach through your branding – i.e. customers, employees, media, etc.

The key messages that you want delivered to each specific audience.

• Logo and branding guidelines, which specify how/where the logo should be used, a list of the fonts/pantones used, etc.

• The approval process for any initiatives that fall outside of the current brand guidelines  – i.e. who can your staff speak to if they have a question or want to try something new? 

These tips may give you a good idea of where to start but, as always, if you have any questions or would like help in creating or implementing your property’s brand, please don’t hesitate to contact us at any time.