Here are four elements aside from the stickiness factor to keep in mind when creating (or re-thinking) your brand strategy.
If your brand can deliver all four of these items, you are well on your way to reaping the rewards of a successful brand strategy.
Without Writing or Explaining Much, Let’s Dive in on Our Points Right away
1. An Emotional Connection with Your Brand Promise
A “promise” is in itself an emotional thing.
Making a promise instills a level of trust that will be stripped away (and then some) if broken.
An effective brand promise is simple, dependable, unforgettable, inspiring, and allows you to communicate your deepest core values to your customers.
64% of people cite “shared values” as a reason why they have a relationship with a brand.
Your brand promise is essentially your way of saying “this is what you can expect from us, this is what we promise to deliver.”
People develop an emotional connection when they have repeated experiences (whether positive or negative). When people develop a positive connection with your promise and have consistent good experiences with your company, they are going to be more apt to continually purchasing from you, recommending you to their friends, and becoming your brand ambassadors.
Without this emotional cycle, a brand will fall flat and will not be able to deliver on the desired objectives, which is why developing and executing a powerful brand promise is critical.
2. A Clear Brand Vision
Where a brand promise is meant to inspire customers, a brand vision is more internally focused. The vision is the idea behind a brand that guides it toward the future. Remember when we discussed thinking about where you want your brand to be in 1, 5, and 10 years down the road?
This mental forecast helps make up your brand vision.
Having a clear brand vision not only keeps the strategy aligned over time, but it also keeps your internal stakeholders like employees and investors inspired. Your brand vision helps dictate your company culture and what you hope for the future.
And as famously quoted by Leadership guru Simon Sinek, “The goal is to do business with people who believe what you believe.”
Adopting a thoughtful brand vision can influence who will play a role in growing your company and how committed they will be to see the vision come to fruition.
3. Memorability and Uniqueness
Branding is one of the main ways you can differentiate yourself from your competitors.
Good brand identity elements are those that can be remembered quickly and associated easily with the company they represent.
It’s not just about the identity though. As Neil Patel so eloquently puts it, “what makes a brand truly memorable is what it offers.”
Your unique selling proposition is the thing that sets you apart.
Make sure your brand identity and USP speak to your customers, represents your vision and promise, and are not easily confused with any other companies – whether in your space or otherwise.
4. Brand Consistency
Familiarity doesn’t always breed contempt.
For those looking to build and establish a consistent brand, it breeds top-of-mind awareness. If the aesthetics, message, and tone are consistent and authentic, you can establish trust.
Consistency is key because there are multiple potential touchpoints your customer may experience with your brand.
Microsoft, for example, is one of the leading B2B brands and maintains consistency across all mediums. It has Been named the world’s most valuable B2B brand according to the first annual BrandZ™ ranking of the Top 20 Most Valuable B2B Brands.
Everything from digital, to print, to company signage is easily recognizable.
Maintaining consistent messages, aesthetics, tones, and values will help establish a secure level of credibility. Your copy should maintain a specific tone of voice, though it may be tailored for each platform. Your imagery and logo should have a similar aesthetic across all platforms.
These strategies will give you an air of dependability. Brand awareness is also an ancillary benefit of consistency.
From display ads to AdWords to Instagram Stories… even if someone scrolls past your content because they do not see the immediate value or they’re looking for something else, that name, that logo, that tone of voice, YOUR message, helps it all build into the top-of-the-mind awareness, increasing the likelihood of a future click, conversion, and ultimately, ongoing positive relationship.
Let’s Take a Clue of a Brand Consistency in Action
Steve Jobs, the brilliant innovator and technological pioneer, was known for being a brash and abrasive tyrant. Often bending reality and lying to his staff in order to achieve unattainable goals.
He won arguments even when all the data was against him.
Because he was Steve Jobs. He didn’t make mistakes.
However, on occasion, he would cop to one. When it came to the logo placement for one of the original Apple laptops, Steve admitted, he had made a mistake.
Steve Jobs’ creed was enhancing the user experience, which boiled down to simplicity. Originally, the logo was upright when the laptop was closed in order for the consumer to know which end to open the computer from.
As technology advanced and the trends of portable computing gained widespread adoption, Apple realized, though the owner of the laptop would see the logo occasionally, the rest of the world would see an upside-down Apple logo.
Ultimately, Apple determined the customer would quickly correct the error of opening the wrong side.
“Opening a laptop from the wrong end is a self-correcting problem that only lasts a few seconds. However, viewing the upside logo is a problem that lasts indefinitely.” – Joe Moreno, Apple Engineer