Your brand is not a logo. It’s not an identity. It’s not a product or service. It is more than that. It is defined by public perception, it is the feeling people get deep down when they hear your brand name or see your logo. Your brand is what people say it is, not what you say it is.
What is a super brand?
Super brands are brands that resonate with their customers at the highest level. To build a super brand, you need to have the following components:
- Customer loyalty: creating desire for your products over competitors’ products so that a customer will buy your product when there is a choice.
- Market dominance: building a stronger brand and a better offering of products and services than competitors to attract a bigger market share.
- Longevity: ensuring your brand has a long life expectancy, often through a research and an innovation pipeline.
- Goodwill: driving brand recognition to create a premium and add value to your brand’s offering.
- Market acceptance: satisfying a large number of customers requiring continued or increased production or availability.
Whilst external factors can influence the above, you are ultimately in control of building your brand’s equity.
So you want to build a Brand?
First you’ll need to build brand trust to keep your customers loyal. You can achieve this by providing reliable products or services that continually delight your customers. Brand trust is what gives your brand the edge over your competitors, as over time you become your customer’s first choice, even when rivals release potentially better offerings.
To build trust, you need to understand your customers and the market space. Research and discovery is crucial as it provides information on competitors so you can figure out where you want to be in relation to them.
Crafting goodwill towards your brand can be greatly aided with the relevant use of verbal language – expressing the right message in the right way is key. Your communications both internally and externally need to reflect the core values and belief of your organisation, in effect walking the walk and talking the talk.
Across your social and communication channels you need to be consistent with your brand’s tone of voice. You need to show customers that your brand understands and cares for their needs.
Your brand’s visual language, be it online or offline, engages your audience’s emotions regarding your brand. Your logo becomes the primary trigger in the recognition of your brand’s identity.
Ensure your marketing strategy has a way to take your audience from unaware to aware, aware to want, want to got, got to love and then measure every step of the way to know you’re on the right
Finally good luck and if you want any help you’ve got our number!