10 TIPS FOR BRAND­ING SUC­CESS

HOW TO CRE­ATE VALU­ABLE AND FLEX­I­BLE BRANDS FOR THE FU­TURE

Computer Arts - - Special Report -

Em­power your client to have a clear un­der­stand­ing of ex­actly what they want from the process, so that you can tai­lor your re­sponse ac­cord­ingly. Col­lect quan­ti­ta­tive data be­fore you em­bark on a project. You can then com­pare this with data col­lected af­ter launch in or­der to mea­sure the re­sults of your work. A re­brand is point­less un­less it’s formed from thor­ough mar­ket in­sight. Try to fully un­der­stand cus­tomer be­hav­iour both in and ad­ja­cent to your cat­e­gory. Mar­kets change quickly, so act on re­search swiftly to avoid miss­ing out. Hav­ing a clear time­line and project plan will make sure you don’t spend too long plan­ning. Cre­ate a ‘fu­ture icon’ by dis­till­ing the mar­que to a bare min­i­mum. It helps clar­ify the of­fer and read­ies the brand for mer­chan­dise, spon­sor­ship and so­cial me­dia. Build flex­i­bil­ity into brand ar­chi­tec­ture to al­low for easy brand ex­ten­sion. It im­proves recog­ni­tion across lines, and low­ers the cost of sub­se­quent de­sign for the client. Avoid con­form­ing to type. Achieve seg­ment cut-through by creating some­thing that looks dif­fer­ent from other prod­ucts or ser­vices in the same area. Craft sto­ries that get to the heart of the busi­ness’ USP, tap­ping into the com­pany’s her­itage, to cre­ate a ral­ly­ing point for con­sumers. Think like a life­style brand. Give cus­tomers a rea­son to spend more on prod­ucts or ser­vices by creating an at­trac­tive brand world based on emo­tion and in­spi­ra­tion. Speak about dif­fer­ent el­e­ments of the brand story at dif­fer­ent touch­points. This will help avoid stale and repet­i­tive mes­sag­ing and max­imise im­pact.

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