Whether you own a small or large business, with ten employees or two hundred, it’s imperative to understand the nature, mission, goals, and tenets of your brand. Clarifying and understanding your brand is crucial in providing your customers with a consistent and high-quality product or service every day of the year.
There are multiple ways to understand and magnify your brand and its experience, but one of the most effective is The Brand Spectrum. This is a series of questions and methodologies to help your employees and upper brass gather information, form educated ideals, and develop a plan that works for you. There are five core steps in The Brand Spectrum.
1. Understand and Discovery
The first step within The Brand Spectrum is to discover who you are as a brand through the collection and analysis of initial data points. You can set up a “brand audit” or invest in brand labs to find out what you do best, what you can improve on in the future, and most importantly where you can strategically leverage your strengths and grow your brand.
This will emphasize great customer satisfaction, as well as your sales history process, and the touchpoints which you could be hitting harder and more consistently. You can study your industry, like the market environment and business strategies you’ll need, in addition to making site visits and reviewing with your employees.
2. Articulate and Clarify
The next step you’ll take is clarifying your brand’s identity and strategy. When you articulate the key points of your business strategy, you’ll find it easier to tell your brand’s story and develop an intimate, energized personality that customers and your community can relate to. Here, you’ll want to erect your brand’s value and core ideals, as well as begin to identify and target your primary audience and target market.
This is where you’ll find your competitive advantage in the marketplace and establish a set of goals and sales points for your marketing department.
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3. Position and Differentiate
This is one of the most important steps when understanding the brand spectrum. Now that you know what your brand is and who your audience is, you can begin to position yourself in a way which faces your core demographic, and from there strategize how to keep your audience while prioritizing growth.
In other words, this is the step where you’ll truly learn what separates yourself from your competition and why your audience should follow your brand and buy from you rather than your competition. Your unique selling points will stem from both internal and external sources; that is, you’ll ask yourself what makes you special as a company and what core attributes your audience would like to hear about.
4. Identify and Create
This is the fun part. This is where your creativity gets to run hog wild, it’s the step where you’ll create your brand materials and truly start to identify your brand as a holistic and sellable identity. You’ll create a plethora of branded assets in a fun and strategic way. Start with creating your logos, tagline, website, URL, and visual style, among other critical assets. From there you can pair key campaigns, platform specifics, and your branded assets to deploy engaging content on site and social.
These elements will be the lifeblood of your brand, appealing to your customers and setting you apart from your competition visually and creatively. This is where you test your marketing mettle, your ability to create a brand which can stand out from the crowd without a word spoken or an ad played. Following the basics you can optimize SEO capabilities and get creative with campaign strategy.
5. Apply and Extend
You’re nearly done at this point. You have your brand’s messaging, its identity, it’s visual style and unique value proposition. All you need now is the knowledge of how you’ll position your brand in the real world, how your company will run on a day-to-day basis.
This is a simple but complex step, as it includes necessary information like how your employees will behave from day to day, how you’ll wow the customer and create a great experience for them, and what your brand manifesto will look like, in addition to what will go inside it. This may also be where you create other assets, like your website and a word-of-mouth manual. Once you’ve created these items, you’re all set. After assessing your marketing budget, get professional help from a digital marketing agency that can take your brand identity, sharpen it and apply strategy and expertise to meeting your goals and benchmarks of success.
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