‘Obvious’ Branding Secrets

What comes to mind when we think about Apple, Nike, or Fedex?

I am not sure about you, but the first thing that comes to my mind is “successful brand”. These are lasting brands that have successfully etched their position in our long-term memory. How then does a business or practice get to be highly successful? Well, its easier than you think.

Lets start by understanding what we mean by a brand. A brand can be defined as a unique combination of promises (on the company’s side) and expectations that reside in the mind of stakeholders (on the client/employee’s side) about a product, service or company. Its very easy for any company to make promises (quality product, on-time delivery, streamlined process etc). The challenge is with ensuring that those promises match expectations. Successful brands have very little disparity between their promises and expectations for delivery.

Simple Steps to Getting A Brand on the Success Track

1. Understand the Base of your brand:

 What are your mission, vision and values? Do they represent you well? What kind of corporate/company culture do you have? Is that culture reflected in your product and delivery? When we consider Disney as an example, we see their corporate culture written all over their product and its delivery – their intense focus and optimism (sticktoitivity as coined by Walt Disney himself), commitment to family entertainment and passion for what they do. What about your processes for delivery and management styles? Make sure you ask yourself these questions in order to better understand the base of your brand. Projecting a false image is unethical and the best way to project the right image is to better understand it.

2. Fix any communication gaps.

Why doesn’t your brand promise match expectations? what can we do to ensure that it does? A communication gap is the disparity between leadership’s perspectives and those of its employees & customers. Understanding and fixing communication gaps is a very important component of successful brand building. The table below shows the difference between internal and external communications.

Communication Gaps

Understanding communication gaps is imperative to revitalizing a brand

3. Create, maintain, and continuously improve your brand’s face.

 A brand identity (logo and slogan) should be revisited every 5 years. You should always ensure that your organization builds consistency in the presentation of its face (brand identity, advertising (print/web/mobile), website, packaging, public relations, promotions, direct mail design and delivery etc). Consistency builds recognition.

Dimeji Onafuwa is the owner and creative director of Casajulie, Inc. He’s also a visual artist.

View Dimeji Onafuwa's profile on LinkedIn

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