SIX STEPS TO BRAND SUCCESS!
We’re not saying that we’ve got Colonel Sanders’ 11 Herbs and Spices secret recipe, but in the dms CREATiVE studio, we do have six impressive ingredients that if used in the right quantities and mixed together well, will give the best chance of a very strong and impressive brand…
AUTHENTIC: The only truly defendable brand position is an authentic one. Any brand that tries too hard, feels forced, or seems to be a stretch can stand out—in a bad way.
ATTRACTIVE: A brand needs to be attractive, so the target audience finds the brand to be aesthetically pleasing. Colours, shapes and typography need to work harmoniously and materials need to be or look professionally designed and accurately reflect the market position.
CONSISTENT: There needs to be absolute consistency across all elements of the brand. This meaning is two-fold – the first being that each and every time you see the brand, it looks consistent. This consistency builds recognition and this recognition then leads to trust. The other side of consistency is that everyone is singing from the same chorus book and no matter whether you are reading a website, standing in store, or dealing with aftersales support, you are having a similar experience and end up with a consistent feeling every time you see the brand.
DEPENDABLE: a customer, audience or consumer needs to be able to depend on your brand – they want to be guaranteed the same experience each and every time.
TARGET AUDIENCE CAN RELATE: the target audience need to be able to relate to the brand and see themselves using, interacting or being connected with the brand.
REFLECTS THE EXPERIENCE: it’s important that a brand is in alignment with what a customer, consumer or client will experience when actually using the service. For example, to have a brand that illustrates and creates a calm, serine environment, would not reflect the experience at a theme park.
With the perfect blend and concentration on all of these elements, you’re on your way to brand success!
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