A strong company's brand identity is a critical factor undermining success. It keeps consumers loyal, even if a new retention strategy appears necessary. As a result, it gives the company more time needed for translating changing consumer expectations into well-constructed business operations. In a long-term perspective, a strong brand identity allows establishing and maintaining a competitive advantage while simultaneously making the company stand out in a crowd of competitors. A simple message for the company having many years of experience on the market! A quite difficult task for a startup in its early stage of brand building!
We know where to begin. Here are six initial steps to follow when preparing for your corporate success:
Brand Up Your Core Team
The starting point of your brand identity design is the brand team development. Keep in mind that the team is the heart of your business and the face of your new brand. That is why it is critical to align recruitment with your brand message, allowing you to truly differentiate your brand from competitors from the beginning on.
Do Your Business Analysis
The second step in the brand design process is to conduct business analysis. It allows you to identify your brand needs and key success factors. The PEST and SWOT analyses are the two very helpful tools for doing that. In addition, we recommend to prepare vision and mission statements, together with a solid elevator pitch.
Determine Target Audience
The following audience analysis provides you with the crucial information on the values, interests and attitudes of your target market. It is of great help in designing your brand, which should meet, or even exceed, consumer expectations, simulta-neously being able to ensure its adaptability to changing consumer preferences.
Clarify Brand Positioning
Setting up a strong brand positioning strategy is the next critical step in the successful brand identity design. Take your time to define a unique value proposition to your audience that will separate it from its competitors, while ensuring you deliver on your brand promise consistently. Foster your credibility.
Create Your Brand Message
Now is the time to create a visual design, along with a clear and consistent message for your brand audience. This includes not only a logo, website and presentation design in line with your brand objectives, but also some verbal elements such as i.a. the name of your brand, positioning statements and taglines.
Execute Brand Strategy
In a final step of your brand identity design, simultaneously the most difficult one, you must implement your brand strategy while staying flexible for any changes needed to adapt to growing consumer expectations. Keep in mind that building your consumer loyalty is the key in getting your brand to the top.