A Lesson on Branding
[tweet_box design=”default” float=”none”]Today I had the opportunity to speak with Brian Halley from Right Think, a #branding company that works with small businesses. #marketing #authors[/tweet_box]
Questions to think about
- What is branding? This is the definition given in a video he sent me after the call: “Brand is the promise, the big idea and expectations that reside in each customer’s mind about a product, service, person, or company. It’s the nucleus of sales and marketing activities which results in increased awareness and loyalty when managed strategically.”
- Are you attracting enough of the right kind of customers?
- Do you understand effective marketing principles?
- Do you know who your target customers are?
- Do you portray a consistent, effective image?
- Do you have a brand brief?
- Do you know your competitors and how to differentiate yourself from them?
- Have you tried any other branding solutions in the past?
3 Phases of Branding: Messaging, identity, and expression
Brian stated that often people and companies fail to think through the 4 pillars of messaging (purpose, position, promise, and personality) before they try to develop a brand.
One thought that piqued my interest was a discussion we had about Carl Jung’s 12 Archetypes and how they can be used in marketing. We discussed the importance of creating a relationship with potential customers by using a story tied to our specific archetype. Examples are: Captain America for the Hero archetype, and Oprah for the Sage archetype.
The messaging exercises provide the foundation for the brand brief.
Right think provides a 10-page brand brief for companies they work with. Only after the messaging is complete, can logo concepts, color palettes, and font usage be considered. This is called the identity phase, or developing the face of the company.
The final stage of branding is expression, which refers to business cards, social media, websites, copy, brochures, and other materials which present a consistent message to the customer.
Branding done correctly:
- Gives you instant credibility
- Makes you stand out from competitors
- Clarifies your marketing message
- Builds brand loyalty
- Creates a memorable emotional connection
I know I need to go back over the 4 pillars of messaging for my business. [tweet_box design=”default” float=”none”]Where are you in the process of #branding? Do you have any tips to share? [/tweet_box]
If you are an author, artist, photographer, or a creative person trying to figure out how to move ahead in your work and life, RLS Creativity Coaching can help. Contact Ruth by email or at 780-646-3068 for more information or to discuss coaching options. I look forward to hearing from you!