brand positioning is how you set yourself apart from the competition. What do you bring to the table that’s wholly distinct from other players in your market? If you don’t have a clear answer to that question, it’s going to be difficult to convince potential customers to choose your business over another one.
Your brand messaging should account for these questions and more. It defines what your company is, permeating everything from marketing materials to tag lines to product descriptions.
First impressions are important, and for many potential customers, your logo will provide the initial glimpse of your brand. A company logo is essentially the face of the organization, and it should tell prospective customers everything they need to know about your business right up front.
Many companies struggle with social media branding. On one hand, you want to have the same consistent branding across all channels. On the other hand, social media platforms like Twitter often lend themselves to more irreverent and playful content.
Style guides can lay out your brand voice, messaging, design principles and more in precise detail. They instruct your staff members and business partners on the exact language to use in different scenarios, what color schemes to incorporate into design layouts and how to most effectively communicate with your core audience.
Brands are like people: Each one has its own particular way of expressing itself. Some are friendly, some are irreverent, some are unflaggingly professional and some are aspirational. Establishing a brand voice and adhering to it across all touch points, marketing campaigns and customer interactions is extremely important. Having a strong brand voice solidifies your company’s identity, and any deviation could negatively impact the perception of your organization.
