What branding periods stimulate your employees, patrons, and fans? Do your employees know and understand your brand promise? Do you both consumers and fans adopt your brand identity? Who are your label diplomats?
Check out my top ten list of timeless labelling words that may help you and your lead crew ask these important branding questions.
BRAND AMBASSADOR: some brands pay people to promote their labels, but in the simplest form, all employees are brand envoys and represent an employer brand in the community because they speak positively or negatively about your supervisor brand
BRAND ARCHITECTURE: such structures and words of symbols within a portfolio, like a “family tree” of brands and sub-brands
BRAND AUDIT: a exhaustive exam to determine the lives of a brand
BRAND EXPERIENCE: To mention Canto, “Brand experience forces how clients am thinking about a label through a simple but meaningful meeting. Brand experience develops customer an improved awareness and often procreates brand-faithful patrons. The ultimate goal is to elicit positive ardours and feelings from consumers concerning a specific brand…If the label knowledge you render doesn’t excite publics, they’ll forget you over term and move on to other brands.”
BRAND EXTENSION: the increase of a label into a new category, sub-category, or industry( for example, when Coca-Cola sells Dasani water)
BRAND PERSONALITY: the label persona or firebrand identity expressed in terms of human characteristics( for example, the Energizer Bunny)
BRAND POSITIONING: how a company points itself within an industry to stand out; three components typically include: target audience, advantage, and differentiator
BRAND PROMISE: the experience that a brand’s buyers, customers, supporters, etc ., can expect to receive every single time they interact with a brand- the more that an organization can deliver on that promise, the stronger the brand appreciate in the mind of both the employees and customers
Consider these questions: What does the firebrand stand for? What qualities are synonymous with the symbol? What is the compelling benefit? Is there consistency each time you interact with the public?
And consider these brand promises: From FedEx: Your packet will arrive overnight- guaranteed. Or this from Amazon: Deliver the broadest selection of products and services at the lowest premiums with minimal fus. Or this from Google: Organize the world’s information materials and make it universally accessible and useful.
BRAND STANDARDS/ BRAND GUIDE: the standards by which a symbol is communicated at all consumer touchpoints: emblem habit specifications, hue palettes, fonts, writing style, intend wording, and company-wide details
BRAND VOICE: this is how a label is communicated to its public- written in formal collateral, written on corporate website, be drawn up in social media which may be less formal, and spoken on the phone- once influenced, this must be done in a consistent manner
What’s your favorite branding expression? Please chime in and share.
Image Credit: Debbie Laskey, MBA.
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