blueballsThe goal of the brand creation process is to build brand equity for the company. Brand equity is the set of assets linked to our brand’s name, and the symbols that add to the value of services. Brand equity is an intangible asset that creates a true company equity value many multiples greater than tangible assets or revenue streams. For successful companies, brand equity is the most valuable asset they own and yet it does not live on our balance sheet. Visit our infographic for a summary answer to the question Why Branding? {To view our infographic, click here}

It is what people see and understand about your company. In many ways, brand equity is similar to a person’s image, reputation, and what they stand for. It is built by your organization supporting its brand strategy over time, with your employees working together as ambassadors of the brand.

Here are some quick tips to assist in your brand creation process.

1. Make sure you understand what is your brand?

First, it’s important to understand that your brand is much more than your logo, merchandising or products. As I mentioned above, it is about the sum total of the experiences customers have with your business. This includes the visual elements of your business, but it also includes what you do, how you do it, what your customer interactions are like, the type of information you share in your marketing and on social media. All these elements help establish the trust and credibility of your business.

2. A logo is not a brand.

Logos are visual images or icons that represent or identify a company’s brand, but too many companies believe the logo is all they need to brand their products or services – a logo is not a brand. A logo is only a mental trigger to call to mind various aspects of your brand.

3. Be consistent.

All of your messaging and visual projections should follow a consistent theme. This communicates integrity and trust among your audience. You should have a style guide that supports your brand creation process.

Not sure what your “voice” should be? Look to other brands. What do they do that you’d like to emulate? How do they greet and interact with you? What is it that they do that makes you feel good about doing business with them?

4. Understand the Importance of Storytelling.

Storytelling is not something that modern day marketers developed. It has been a part of human communications as far back to the time our ancestors lived in caves. Storytelling is not just for kids. Corporate storytelling produces strong benefits and results for the adult business. Storytelling is a pivotal part of marketing, communications, and business. Without it, consumers find it difficult to connect and advocate for something. Storytelling can and should be used in any business because it can drive loyalty, advocacy, and trust.

whatsYourStory5. Be your Chief Storyteller.

For a small company, especially a start-up, your story may be the only thing you have to communicate. Selling takes many forms – and being a brand advocate connects them all together. If you are passionate about your business, be an advocate for it. Make sure people understand what you do, the story behind your products, what your products have done for people, your methods and mission, and all that good stuff. Invite people in! Read another blog about Storytelling.

6. Have a Brand Position

The Brand Position is the part of the brand creation process that creates your identity and value proposition. These are to be actively communicated to the target audience and that demonstrates an advantage over competing brands. It describes what the Studio does and for whom. It also includes the unique value proposition, and promotes aspects of TCDG that lend credibility.

The descriptions below are to be used in EVERY communication where your company is described. Choose the version that best meets your size and space needs, but ALWAYS use the exact language here.

  • 25-Word (Elevator) Positioning Statement
  • 50-Word Positioning Statement
  • 100+ Word Positioning Statement

maninsuit7. Have a Brand Promise and Keep it.

The Brand Promise is the single most important thing that your company promises to deliver to your clients—EVERY time. Your brand promise reflects what clients, employees, and other stakeholders should expect from every interaction with your organization. Every business decision should be weighed against this promise to be sure that a) it fully reflects the promise, or b) at the very least it does not contradict the promise.

The Brand Promise is a one-sentence description of the value that your company or organization promises to deliver to our customers/clients. Letting your customers down by failing to live up to your own promises and brand standards can be particularly harmful for small businesses that depend heavily on referrals. The foundation of brand loyalty lies in great service – a happy customer is a loyal customer. So make sure you aren’t making promises that you can’t keep.

8. Have a Vision

Mission and Vision Statements are still important. In such a rapidly changing world, they are even more important. Make sure you have a vision – make it big. This is especially true for small organizations. Just because you may be relatively small does not mean your vision should be small. Think big! Dream big! Here is a success secret. Spend 15 minutes a day da-dreaming (yes I said day-dreaming) about your vision and it will come true.

9. Stand for Something

Brand traits and values list what the company wants its brand to stand for—its core values and beliefs. Brand Traits illustrate what you wants your brand to stand for – your core values and beliefs. Think about brands you love. Those brands commonly stand for something (or against something) and connect with their customers emotionally. 

manandwoman10. Build a Community

A successful brand creation process is one that builds a brand that is trusted and respected by customers – building a strong community online and off can help you achieve this.

You don’t have to spend a lot of money to do this. In fact, many successful brands concentrate almost exclusively in online and offline community building as opposed to traditional advertising. Offline participation in community activities such as local events, fundraisers, charities, as well as hosting your own events such as workshops or loyal customer events, can all help you build community and extend the trust you’ve earned to your brand.

Small businesses have many opportunities to build online and offline communities. For example, you can build online communities on Twitter, Facebook, your small business blog, on Instagram, or on other social networks. And remember that you can’t be in all places at once. Pick one or two places where you can focus building your community, and invest your time and resources there.


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