Can You Articulate Your Brand Value?
Is it difficult for you to articulate your brand value in one word or statement?
Brands with Impact
Have you been struggling to effectively articulate your brand? Some of our world’s most successful brands are known by one word. These brands create a lasting impact on their markets with minimal effort. For example, Kleenex is a household name. It is simply a brand of tissue paper. However, it is common for someone to ask for a Kleenex instead of asking for a tissue because they have had such a lasting impact within their market.
Kleenex has created a lasting impression because customers perceive it to have a great reputation. A strong reputation is the cornerstone of a successful brand. The world’s great brands have earned their strong reputation through providing outstanding service and fulfilling the needs of their customers.
How can a small business be successful using branding tactics?
A small business can use branding to clearly demonstrate the value it offers its customers. First of all, this can help them separate themselves from their competition. In return, they create positive customer relationships which can lead to customer loyalty.
Using too many words for your brand can lead to getting lost in the clutter. Because of the overwhelming amount of marketing messages in today’s world, simplicity is key. Brands need to break through the clutter in order to reach the mind of consumers. One word or phrase has a higher penetration rate; it’s catchy and portrays the relationship the business wants to establish with customers. In terms of branding, less is definitely more.
One word can be powerful. Think of words like “Believe”, or even a short phrase like “Just Do It.” Most people in the world of athletics can easily attach the phrase “Just do It” with Nike. Something short can be powerful. It’s easier to resonate in the mind of the consumer, while also adding a simple way to help consumers recognize the brand. In addition, they can be very influential. One word or phrase can convey an idea, feeling, or even a solution.
Law #5 of the 22 Immutable Laws of Marketing states that “the most powerful concept in marketing is owning a word in the prospect’s mind.” This one word or phrase must be believable. It should authentically reflect the business both externally and internally. It is important to choose a word or phrase that can act as a guiding principle for everything the business stands for. Additionally, it must be followed consistently in order to build brand positioning which leads to wide recognition.
How Go West Design Group can help!
Some marketers think that a business can control a brand by controlling all the communication the company makes. While marketing communication can help establish brand value, ultimately it’s the customers that decide to adopt a word or phrase to signify a business.
Choosing the right word or phrase to symbolize your business, while establishing a branding program, is an entire process that Go West Design Group has successfully done for many clients. We tackle the challenge for our clients, and as a result, make the process of branding understandable and doable.