I HAVE A NEW BRAND. NOW WHAT?
A few months ago Titan introduced the notion of branding, and while most people know what a brand is, they may not fully understand how a brand comes into being, or how it continuously evolves.
A brand is not static. While it needs to retain its fundamental essence to inspire brand recognition and equity, the branding process continues long after a brand is established.
REINFORCE, REINFORCE, REINFORCE
Branding is about consistently reinforcing the essence behind those key values and messages, which were agreed upon when the brand was developed. Repetition builds recognition. Recognition builds reputation. Reputation builds a brand.
So, you’ve gone through the whole branding – or rebranding – process and you’ve got yourself a fancy new logo. Fabulous. Now what?
Well, firstly, introduce it to the world. Launch it and use it at every given opportunity to promote your brand whether it be at social gatherings, networking conferences or when getting a cup of coffee. Every time you step out the door you have an opportunity to market your logo, and your brand.
Remember the key messages you identified throughout the branding process? Be sure to refer to them and communicate them (directly or indirectly) in every message you create – whether it’s a public statement, a new campaign, a product launch, or internal communication.
Every time you communicate to your stakeholders, you are representing your brand, so the message should consistently reinforce those key messages and values. Even the tone – or company voice – should reflect in communication. Is your company tone friendly, formal, corporate, vibrant or quirky? Is your tone of voice and messaging consistent throughout all communication?
As we spoke about the last time, there’s more to your brand than just your logo. While your visual identity guide helps build a comprehensive print and digital footprint, it’s critical that your employees understand your brand, and how to communicate it.
Branding is as much about internal engagement as it is about how you engage with your clients. Every staff member should know and understand your brand and its message. It permeates every department from how staff answer the phone, what they wear, how they present or explain the company’s business, to everything in between.
Remember, every time your customer experiences your brand it should be compelling experience. And it must be consistent, for your brand recognition and equity.
Given the pace with which the world moves – especially in the digital space – it is imperative to stay on top of it – and that includes keeping your brand relevant. Again, this doesn’t mean overhauling your brand strategy every time the world, your competitors, or industry trends change. Adapting the brand just means tailoring campaigns, modifying your engagement strategies or tweaking your internal communications to suit your brand and voice, without diluting your core qualities.
Engage your stakeholders in fresh, well-conceived ways. Consider new ways to develop partnerships through your brand or, in some instances, get old customers back on board. Research. Learn. Understand what your stakeholders want, need or enjoy. Don’t rely on what you assume they think. Know what they think.
It is critical to create and implement your brand and key messages via the right mediums and contexts. Just because everyone else is flooding their social media pages with images or memes doesn’t mean you have to – especially if it is not aligned with your brand. This can be confusing – or worse, make loyal customers disengage. Furthermore, you can’t be all things to all people. Staying true to your company qualities and your stakeholders reinforces your brand and your points of difference. Don’t be a sheep. Be your brand. Live its values.
Is your brand aligned with your values? Is it communicating the messages you want it to? Contact Titan Brand for a free brand review or to discuss a brand strategy.