Your brand tells the entire story of your company, and involves your logo, name, images, marketing campaigns, product design and any content you have on your website or social media accounts.
Whether a client purchased one of your products or saw an ad online, every interaction they have with or about your business will either support the understanding they have of your brand or go against it.
An entrepreneur.com article by Adam Kleinberg states that each business should tell a concise story to their customers about the one thing that makes them unique; not two, not three.
The author explains that “if you say you are three things to your customer, you are saying you are nothing.
If you say you are three things that your competitors already say they are, you are saying you are less than nothing.”
Examples of offering clients a single consistent message is Nike’s “just do it” campaign and BMW’s “the ultimate driving machine” tagline. How do you create a consistent brand image?
Start with Kleinberg’s four-point litmus test to determine if your message is powerful enough.
Is it rational and does it play on emotions?
Your message has to be rational so that it makes sense to a wide customer base, but it also has to grab people’s attention by appealing to their emotions.
Nike’s “just do it” message is logical; sports gear and shoes to help you play sports; yet it has an emotional pitch – if you purchase our products you will perform better.
Is it believable?
When crafting a brand message, you want it to sound good, but you also need to consider if your clients will believe it.
Making outrageous claims will just make your company look foolish (and can lead to a lawsuit.)
Is it relevant?
Assess whether the image your brand puts out is relevant, i.e., does anyone care?
You must determine if there is a need for your business, otherwise, you will not have customers purchasing your products.
Is it easy to understand?
You can create a humorous slogan or a witty tagline, but you need to make sure your customers will understand it.
If the meaning is lost on them, they will simply be confused.
Once you answer all four questions with a yes, and decide that the message you have crafted is going to represent your brand, you must make sure that everything you do, make, write, or put out, conveys that message.
If you don’t, your clients will start to be confused about what you really represent, your values and core mission, which is never good for business.
Head of Training and Development
Originally published: 27 July, 2016
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