March 23, 2023
Brand building is not something that happens overnight. Before a product hits the shelves, and before a popular jingle is heard for the first time, comes the slow and thoughtful work of putting the puzzle pieces of a brand together. A company’s brand is its most important asset. Consumers are likely to be more familiar with a brand than they are with the company behind it.
When deciding what a brand should look like, feel like, and even sound like, there are some important points that brands should consider before introducing themselves to the world. A strong brand is a collection of well-executed elements that will set it apart from its competition.
What are Brand Elements?
The different components of a brand are comprised of various elements. These include not only visual details (image, color, text) but also the components that distinguish it from similar brands– what makes a brand truly unique. Well-crafted brand elements attract and retain loyal customers, as well as create a stronger workplace and motivate employees.
All brand elements are strategic– they contribute to building the company and its image, regardless of the demographics of the target audience. There are many elements that can be employed to create a successful brand, but there are 4 to keep in mind to stand out in the market.
The most essential part of a brand is what it represents– its values, mission, and its goals. What a brand stands for is how people will connect or not, with it. This becomes the foundation of the brand’s story and is useful for more than just the marketing strategy. It is helpful for the brand’s team to keep in mind during the decision-making process to make sure that consumer-facing efforts accurately represent the brand.
Brand positioning is comprised of all of the aspects that affect a brand’s position in the market. A brand’s status is often one of the reasons that a consumer will choose one brand over another. Brand positioning is shaped by understanding its target audience, something that can be achieved through market research.
The data collected through research can tell a brand what its target audience is already getting from a competitor, and what the brand can offer that audience that is different from what is already on the market. Once a brand has determined who its target audience is and who its competition is, it can create a brand positioning strategy. This helps set the direction for crafting the other brand elements.
Consumers expect a lot from brands. They want to connect with them on a deeper level and want to feel like a brand’s story provides something that resonates with them. Brands have learned how to appeal to their consumers as people and they have learned how to adapt to what attracts their attention. A brand’s personality includes elements like brand voice and language– they help illustrate how a brand intends to communicate with its target audience.
Regarding language, brands should be sure to adapt their language to that of their intended consumer. This is another example of where doing the proper market research is crucial, as it will tell you exactly how your audience communicates, and what kind of messaging with effectively connect with them.
Every brand has something to say to its audience. What is important is knowing the most effective way to convey that message to consumers. This is where having a strong communication strategy is essential. Effective communication is part of the marketing strategy and an important branding element. It should be established with the most important parts of your business in mind– brand name, slogan, and message.
While the fact that a brand’s name and slogan should be catchy and easy to remember is obvious, honing the message and story of a brand is not as simple. A brand’s core messaging represents what it wants to communicate to its audience. But it’s clear that a brand cannot keep repeating the same words over and over again, across all of its channels. Brands should create a set of key messages that will shape the consumers’ perception of the brand and will help light the way for the main communication strategy.
Read more about branding and marketing on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.