7 Elements to keep in mind before designing your brand

Your brand is your most important asset for positioning and it must be looked at with absolute sincerity. Below are 7 main elements for a good brand:

#1. Brand Positioning

What makes a brand? Why does Coca Cola basically outperform any rival in every corner of the earth? Why are we spending over $1,000 on the new and biggest iPhone when there are cheaper alternatives that are practically doing the same? Why do people buy a Rolex when the need to wear a wristwatch is practically non-existent in this technological era?

By positioning a brand effectively, it shows that it stands for something – something we want or need, and can not accept any alternative. A brand is low and muddled without positioning, because of its very foundation-less traction. Brand positioning is the key to getting a business , product or service into rarified air that catches the attention of everyone. Brand positioning provides the company with a black and white contrast to its competitors, giving it a virtually unfair benefit.

A brand must demonstrate clearly that it is important, centered and special in order to create that positioning. Ignoring these qualities means risk, and possibly bankruptcy.

#2. Brand Tagline

Speak softly and carry a big stick with you. The tagline is the pitch of your elevator condensed to one floor. If properly designed, the purpose of the brand is conveyed in a small, bite-sized piece. An effective tagline communicates with its audiences with the simplicity that its competitors may try to imitate, but rarely duplicate.

When developing a tagline, it is imperative that it is successful and rooted in effectively positioning the brand, demonstrating the importance of the brand and providing something noteworthy that customers will understand about the brand. A successful tagline will support the positioning of the brand, and vice versa.

#3. Brand Personality

A brand simply has to have a personality. It must be recognizable, identifiable and have a positive association on the market. Personality must last for a period of time and must not be radically influenced by current trends and tastes. It generates goodwill and a powerful, personal connection to the target audience. Personality continues to move beyond slogans and provides a genuine experience that customers come back to again and again, expect consistency and receive it without fail.

When developing and maintaining a brand personality, it 's important to be genuine. Consumers can always smell something fishy sooner or later, and it is best practice to remain true to your values, your marketplace, your positioning and, most importantly, your customers.

#4. Brand Promise

A brand is a promise to give your audience a set of expectations about your organization and its offerings. It's a belief – it can be positive or negative, powerful or weak, stable or diminishing.

The promise of a brand is the invisible embodiment of its brand positioning. This guarantees the value and experience provided to its customers by its services or goods at 100% money-back without any exception. Making such a promise is sacred in the eyes of the marketplace, and it must be kept by all means necessary.

The entire reputation of a company is bound up with its brand promise. A company ought not to make a promise that it can not keep.

#5. Brand Name

What about a name? A fair amount of it. The brand name should actually be regarded as its most valuable asset. The industries of Disney, Mercedes, Ritz-Carlton and Microsoft are managed by a company. A given name has its own meaning. The advantages of strong recognition of its name help the brand stand out and achieve loyalty to its competitors.

The choice of name is of residual importance for your company. The name you settle on will inevitably be identified by the marketplace. Your name is potential and your customers' commitment to the brand is rising. The organization, its principles, goods or services, and its target audience are conveyed by an effective name.

#6. Brand Logo

The logo is a coat of arms. Hold it proudly when you're going to battle. Dating back to Henry V of England, the logo is a family tribe. The logo is a visual embodiment of the brand and must effectively convey all the attributes of the brand, including its positioning, personality and brand promise. An effective logo will immediately identify the brand, distinguish the brand, and give people a reason to remember the brand.

The design of the logo is both creative and technical. The logo defines the color palette, the font conventions and the brand's personality. The logo must be multi-media, working in all situations and shapes and sizes. A well-designed logo will come with a comprehensive style guide, which is a set of rules and standards that must be strictly adhered to in order to ensure the consistency of the brand. An effective logo should be immediately recognizable and produce goodwill on the market. Click here to learn more about our logo and identity services.

#7. Brand Message

An emerging brand is looking to find a voice. This voice must convey messages that demonstrate its core value to the marketplace. The message needs to comply with the brand pledge, and hopefully go hand in hand. Messaging creates demand and provides a solution to your problem for the marketplace. Brand messaging is storytelling, and the brand Universe uses all of the power to make sure the story is important, special and essential.

Your tagline is part of the message. Your ads are part of the message. Your elevator pitch is part of the message. Your website is part of your message. Your collateral is part of your message. Your message conveys the difference between you and your competitors. Your message is simple, but it's engaging. Your message connects you to your target audience.

Conclusion

A brand design encapsulates the core brand strategy elements, which include a company's brand positioning, brand tagline, brand promise, brand personality, brand name , brand logo and brand message. To be successful each element needs careful consideration and implementation.