Creating & Maintaining your Brand

Branding is important because:

It is your reputation and how people feel about your business offering. Correct Brand positioning can give you competitive advantage. Perception is reality.

How do you create a Brand?

Here are 5 points to consider when creating or reviewing your Brand:

1. Know your Mission / Vision / Values. If you haven’t got these then develop them
2. It is your passion that makes you different
3. Identify your Unique Selling Proposition (USP)
4. Ensure design simplicity of your corporate identity/logo that reflects your corporate culture and is workable with all media and applications of use
5. Always be consistent

Maintaining your Brand

1. Keep it consistent across everything
2. Protect the design
3. Remember that part of Brand perception is the whole customer experience before, during and after the sale
4. Monitor what is being said about your Brand (particularly social media)
5. Revisit your Mission / Vision / Values statements and ensure that everyone in your company knows and understands them.
6. Maintain the culture that makes what you do special

When the Brand is right it makes us want to own it and be part of the whole experience.

Remember we are all members of the human race. We buy from those we know, like and trust so you must breed love and trust in your customer base.

Your Brand is an asset and there are tangible and intangible elements - the look and feel. The tangible is the graphic element of the logo and application in all marketing communications together with the messages. The intangibles are you and your people, the customer experience, the way they behave and the perception of your product/service.

You don’t just create and apply Branding, you and your organisation are branding. Everything you and your staff do (and the way they do it) is part of your Brand.

As business owner/founder YOU are the single most important part of your Brand

Want to make this happen? If you need help, talk to TWA and we will ask you the questions that will get you thinking. Get the thinking right and the rest will follow.

About Edward Thomas

Edward Thomas is the Creative Director of TWA