How to stay on brand - tips from a brand designer

Brands are everywhere. You’re exposed to them from the moment you wake up (apps on your smartphone, toothpaste packaging etc.) and they all want your loyalty. Do you always buy the same cereal, the same make of jeans and the latest iPhone? You’re not alone – we’re all victims of brand promises. But with big brands usually comes big budgets. So how can small businesses compete? In this article we’ll discuss a few things you can do without spending any money. Done right – the basics of a good brand strategy doesn’t have to cost much (except your time) and the results, whilst not immediate, will make a difference to your bottom line over time.

1. Ask ‘why’

To build a brand you need to get to the core of the business and the quickest way is to ask ‘why’- why did you start the business? Why do you deserve your customers? Why do you solve their problems better than your competitors? You may struggle to answer these questions immediately but eventually it should lead to an exploration about what your business does that’s unique, how you take away your customers ‘pain’. This is a really important part of developing your brand. Understanding the ‘why’ will give you an edge over your competitors and a better understanding of how to position your brand. Remember - ‘what’ doesn’t sell nearly as well as ‘why’.

2 . Be authentic

If you want people to believe in your brand you have to give them a reason to do so. That reason is authenticity. Nothing is more damaging to a brand than shifting values and beliefs for instant validation. Building a strong brand starts with trust and that has to be earned. Trying to be a brand for everyone will eventually lead to a brand for no one. Not everyone is going to appreciate what your brand is about – and that’s fine. Good branding is about segmentation. Select your ideal target and customer and make sure your brand is appropriate.

3. Use emotion

When asked – most people would claim to use logic and reason when deciding what to purchase. From grocery shopping to car shopping – we are governed by our brain rather than our heart, right? Well, yes - our heart doesn’t have a say. However, the part of our brain that makes decisions on buying is not the part that’s in charge of logic. Instead, we use a part called the Limbic System which is the part that controls emotions. Which explains why advertising works - ad agencies have always known that effective advertising use emotion to sell. Strong brands can charge a premium on their products and services because they have managed to associate a particular feeling or emotion with their brand (Mercedes = ‘luxury’, Apple = ‘it just works’ etc.) that other competitors, with similar products, can’t match. The truth is - without a strong brand your product or service becomes a commodity and you have only one way to differentiate yourself from your competitors – price.

If you want to know more about branding and how you can stand out from your competitors, feel free to get in touch through our website or via email. We’re also on Facebook, Twitter and Instagram. And this is our blog! Michel Nielson, Creative Director, Monologue