The goal of the branding 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.
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. Successful companies have a long-term commitment and willingness to invest in understanding customer behavior, perceptions, and needs, as well as market trends, pressures, and attitudes. It is important to maintain and grow brand equity. This requires a conscious effort to manage all aspects of the brand through all your communications and activities.
What does branding give you:
A brand provides an organization three things:
- Perceived quality
- Customer Loyalty
- Name Recognition
Notice the above states perceived quality. For a time an organization can have perceived quality without actually producing quality. However, if this continues, it will effect your brand. Poor quality directly diminishes an organization’s brand strength.
What makes up a Brand?
Many believe that your brand is your logo. The fact is that your logo is only a small part of what makes up a brand. Your brand consists of the following parts:
- Position Position
- Brand Promise
- Brand Values
- Brand Story
- Brand Associations
- Brand Plan
The Brand Position is the part of the brand identity and value proposition that is 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 the Studio 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 Posiitioning Statement
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.
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.
Your Brand Story is a brief description of the organization that describes who you are and what you do, a summarized history of the organization, along with why the history adds value and credibility to the brand, and a summary of products or services.
Brand Associations are the specific physical artifacts that make up the brand.
- Brand Name
- Secondary name
- Color Palette
- Graphic Image
The Employee’s Role In Branding
Individuals in all parts of our company can help enforce our image by following the guidelines outlined
When creating documents such as reports, proposals, letters, training materials, forms, presentations, etc., be sure to use the elements and follow the guidelines provided in this Brand Book. This will ensure that the audience (whether internal or external) immediately recognizes the brand.
Of equal importance is the image that you project to your clients through attitude in every interaction. How well did you communicate? How well does your deliverable meet your standard of quality? What image does your behavior project? These are all questions to consider in all of your communications about, and on the behalf of your organization.