Make Your Brand Shine... Without Getting Soaked by the Cost

In today’s chaotic marketplace climate, a powerful brand presence is simply nonnegotiable. Without a brand that can break through the densely competitive atmosphere – particularly in stormy economic times – you run the risk of being left high and dry. But contrary to what you might think, creating a brand capable of unleashing torrents of customers, members and new business opportunities doesn’t have to cost an arm and a leg. By planning well and acting smart, you can build on your existing brand to amplify your impact while conserving your resources.

High pressure to deliver results

The more challenging the economy, the more important it is to ensure your brand stands out and works hard to help you achieve the results you’re looking for. While we can all agree that brand matters to the smallest organizations as well as the largest, it may be tougher to achieve consensus on what the term actually means. In the broadest sense, it’s a multi-faceted approach to supporting your organization’s goals. More specifically, it encompasses:

• Brand. The meaning and desired attributes associated with your product, service, programs and organization that extend beyond actual function to reflect your mission and values.
• Brand identity. The outward expression of your brand including your name, trademark, communications and visual appearance.
• Brand qualities. The thoughts, feelings, associations and expectations created by your brand identity – how your clients and members perceive your organization and the inherent value they place on it.
• Product qualities. The functional characteristics of your product, which significantly influence your brand qualities.
• Branding. An integrated approach utilizing every customer-related activity to support the brand. All communication to your key audiences – from current and potential clients to stakeholders to employees – should consistently express your brand.
• Marketing. Motivating your target audiences through product design, pricing, distribution channels, advertising and other strategies to take desired action.
• Brand marketing. Pushing beyond tangible product benefits to fulfill a strategic core promise. It involves accommodating the practical needs of customers or members while also resonating with their deeper emotions.

Brand-new thinking creates a climate for success

Although by nature no two brands are alike, the most successful ones do share common characteristics: They’re unique, memorable and deliver a clear, simple message. So before you create or refine your brand, you need to be crystal-clear about what you want to achieve.

First and foremost, define your objectives – as specifically as you can. Do you want to increase sales? Build membership? Attract a new demographic? Break into a different market? While measurable objectives are important, less tangible goals may also influence your brand. For example, your brand can play a crucial role in heightening awareness of your products, services and organization. While this can be challenging to measure short-term, it is a smart investment that translates into improved sales or increased membership over the longer term.

Second, assess your current brand landscape. Take a close, honest look at your current brand. Think about how, where and when you use it, and examine how effectively it conveys the unique qualities of your company. Next, analyze which elements and applications are working well and which ones could be improved on. Compare your brand to your competition as objectively as possible. Finally, be sure to identify where gaps and overlooked opportunities exist.

Involve as many managers and staff as feasible early in this process in order to gather a broad range of insight and feedback, as well as to promote buy-in for future changes to your brand and branding strategy. An outside branding and design consultant can also provide valuable perspective and guidance during this initial phase. To stretch your limited budget, utilize research you’ve already invested in and internally handle the bulk of any new research you determine necessary, such as online surveys, a mini-audit of competitor materials or external feedback from clients or membership.