10 TIPS FOR BRANDING SUCCESS
HOW TO CREATE VALUABLE AND FLEXIBLE BRANDS FOR THE FUTURE
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.