BRANDING
Your brand has a value proposition to those who identify with its values and benefits. It expresses what the client can expect and differentiates your product or service from your competitors.
A strong brand equity is a result of consistent strategic branding. The added intrinsic value to brand equity, frequently comes in the form of perceived quality or emotional attachment.
STRATEGY
In its simplistic form, Brand Identity to many is a Logo, Corporate Stationery, Signage and a Website. Those who identify with your brand have a much deeper connection; physically and emotionally. Due to needs, desires, geographic position and activities, potential clients have very different ways of connecting with the brand. This is where the importance of a Brand Strategy comes into play.
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When developing Brand Identity it is critical to first conduct a strategic analysis of 3 key areas: Customer / Competitor / Self - a summary of these can be seen in the brand identity planning model
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This analysis then forms or shapes the Brand Identity, which can be expressed as; PRODUCT / ORGANISATION /
PERSON / SYMBOL - see
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A Value Proposition based on Functional, Emotional and Self-expressive benefits will come to light along with Credibility for supporting other brands.
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You will now see a Brand-Customer relationship developing from the Value proposition and Credibility.
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At this point an implementation system positions the brand at a target audience. This will need to be actively communicated and be seen to provide a competitive advantage.
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Execution of the strategy can be through a variety of media that fits a budget or KPI's. It is important to understand that consistency of messaging and testing is required to tweak the performance.
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The final step in the process is to Track the performance of the execution strategy.
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