Sequencing is essentially doing things in a specific order to get the best results. Most people jump from shiny object to shiny object without a strategic plan. When establishing your brand identity, it is important to follow the following steps:
1. Establish what your mission and purpose is
What is your vision for your company? What unique value will you bring to your customers? Think about brands you know and what they stand for. What makes you go back to them over and over? For instance, take Starbucks. For most people, the coffee is not actually the initial draw. The experience you have at Starbucks is. It is a place you can go to socialize, have meetings, work on your computer and do business.
2. Stand out from your competitors
What is the one thing that customers love about you? How do you solve their problems that gives you an edge over other companies that are similar to you? What makes you unique? In what way do your customers relate to you that will develop loyalty and referrals?
3. Serve a specific area or niche
Determine where there is a need that is being under served. Find out what the problems are in that particular area and solve them. Identify words that describes how your brand will overcome these problems. When you think of a brand, what words come to mind that helps you remember it? Keep it positive. An example would be Target.
Expect more. Pay less.
No one cares if you have the greatest product. Can you solve a pain such as poor customer service, bad technical support, or product confusion?
4. Company image
It is all in the packaging. This includes your name, logo, colors, fonts and overall package. The most famous brand of all is Coca Cola. No matter how unhealthy it is, when you think of Coke, you see a Coke bottle.
5. Connect your brand image to yourself
When people think of your brand, do they think of you? Even though Coca Cola is the most recognized brand, the second most recognized are mouse ears. Do you remember who the founder of Coca Cola is? Who is the founder of the mouse ears symbol? Everyone knows it is Walt Disney. If you are associated with another company, such as a network marketing company, a franchise, etc., do you want them to think only of the company and not of you? How do you distinguish yourself from others doing the same thing?
6. Create a memorable tag line
Create an emotional connection with a meaningful and memorable tag line. Keep it short and succinct.
In and Out – That’s what a hamburger is all about.
7. Plan your brand strategy and make it a large part of your budget. (At least 60%)
Use a variety of marketing channels to get the word out. Blogs, TV, direct mail, PR, trade shows, radio, email, podcasts, social networking, promos, print, JV Partnerships, etc. Market your product or service in areas that are relevant to your brand. Determine where your target market shops.
8. Price competitively but do not low ball
What are your customers willing to pay and what are your expenses? If your price is too low, people will get the impression that the quality is also. How do you want your company to be perceived? You can be affordable but still have high quality.
9.Be Service Driven
Make your customers feel important. Insist on integrity and high value. Reach out to the community. Give back.
What other elements go into establishing a brand identity. Your comments are welcome. Please tweet and share this post.