If someone asked you what brand you associated with ‘a tick’, chances are you would respond pretty quickly with ‘Nike’! Alongside Apple, McDonald’s, Coca-Cola and so on. Nike is one of the world's most iconic and identifiable brands. It is rather remarkable to think that we draw such strong associations with these brands, but why is this? And how do brands form these strong associations for us in our minds? With the brands mentioned above, their brand identities have been built out of years of dedicated brand development in which these businesses have worked to build a unique brand mission statement and foster global customer loyalty. However, if you are a new or development company don’t panic! - this does not mean you too cannot achieve the brand identity of these iconic names. This is why we have developed this condensed Wriggle Marketing guide to developing a strong brand identity…
As defined by the Cambridge English Dictionary, Brand Development is “the process of improving a brand or improving customers’ knowledge and opinions of a brand.” Building a BRAND is essentially building a perception on a customers’ mindset. A brand can be anything from a symbol, design, name, sound, reputation, emotion, employees and much more that separates your brand from another. Therefore, brand development is about building a unique and identifiable level of quality, value, and trust that the customer finds in your company. In this sense, your brand is potentially one of the most valuable assets to your business and is what builds the foundations of your brands visibility, reputation, and ultimate popularity. Brand develop is therefore vital and involves the careful and considered process of creating and strengthening your business’s brand and building authority within your industry through a variety of channels. In today’s flooded market there are advertisements on every street corner, however, this does not necessarily indicate a measure of success. Instead, you must enable your brand to rise above the competition and create a promise to your respective customers that makes you speak to them on a more personal level and come to you for that service every time.
In order to create a brand identity, you must first have a focused brand development strategy. According to Carly Stec, a brand strategy essentially ‘encompasses specific, long-term goals that can be achieved with the evolution of a successful brand -- the combined components of your company's character that make it identifiable.’ Your brand is not just all about the visual elements of your company like your website, logo or name - it’s about far more than that, it’s the thoughts and feelings that people associate with your brand through your conveyance of attributes, values, purposes, strengths, and passions. Therefore, a well thought out brand strategy will consider the follow…
Overall your brand strategy should craft your brand extremely carefully to ensure that it is properly and authentically representing your brand as you want it to. Once you have your brand strategy BE CONSISTENT with your identity and track its progress to ensure you keep managing it as the goal posts of your audience develops and evolves. Create your identifiable purpose and keep it going! There are a number of tools through which to develop your brand strategy and if you require further advice here at Wriggle Marketing, our in-house marketing experts would be more than happy to help you! Do not hesitate to contact us today on 0191 285 6128 or email us on tickleus@wrigglemarketing.co.uk.