A brand is more than just a logo or a slogan. Its an organisation’s image, its point of distinction and its promise to everyone who experiences it; clients, prospects and employees.
Brand is every aspect of the relationship a company has with its prospects & customers. It’s the sum total of everything they see, hear, feel and experience as part of their
interaction with your company every visual encounter, every telephone call, every
written word, every online exchange, every promise a you make.
This is why its important that you spend time to define your Brand attributes;
Vision, Mission, Values, Goals, Positioning, Personality and Audience.
The Brand attributes create the foundation for your Brand message and visual Identity as illustrated in the diagram below.
The six key brand indicators
Your brand should be based on reality and truth. Can’t promise and not deliver.
Your brand should be one that only you can own. Something your competitors can’t easily create.
Your brand should represent something your audience cares about and/or wants. Offer an emotional connection with customers.
Your brand should interact with your audiences on an emotional level.
Your brand should be consistent regardless of the touchpoint.
Its important that you convey the same message.
Your brand should interact with audiences in appropriate ways, times and places.