Branding reflects the values, sentiments and aspirations of people offering a service or product and those motivated to receive a service or product. If a brand is the emotional connection between person and entity, then as times change, it is bound to as well. As the backdrop modernises, branding takes on a pivotal role in making a statement towards betterment; by way of sustainability, equality, empathy, inclusion, kindness and more. Sometimes it’s worth looking at a brand checklist to ensure that your brand is achieving its goals.
What makes a successful brand?
Successful brands actively articulate their purpose and are increasingly transparent when defining their values and points of reference. There are many fine examples often cited such as Nike, Telsa and Air New Zealand.
Just as important as larger brands, there are many just as great examples of smaller organisations, such the The Hollies Care Centre, who provide genuine care with a pivotal role within their community or Rise and Lead who aim to challenge boundaries in mentoring and coaching.
We know that with less ambiguity and greater specificity, a niche audience will be more far more engaged than a general call to the masses. Keeping loyal customers and real advocates means defining all aspects of your brand with precision.
Below is a brand checklist, a compilation of 10 key brand elements that should be defined and kept in check over time as the landscape changes.
10 Key Elements of Branding:
- Purpose – clarity in terms of why your brand exists and who for.
- Role – what does your brand need to stand for within the purchase decision and experience.
- Authenticity – tell your brand story with honestly defined brand values.
- Proposition – a brand proposition and brand ethos that can reach out uniting those with a shared belief to take action.
- Differentiation – a brand proposition and unique experience that will set you apart from the competition.
- Relevance – the importance and significance of your brand in the lives of your target audience.
- Engagement – the level of target audience awareness, understanding, active participation, and positive identification with your brand and their promoted influence.
- On-brand – consistency across all touch points to reinforce the brand and build value.
- Agility – to actively seek insights into target audiences and the market place in order to constantly adapt to change, refine and surprise.
- Transparency – brand management throughout the entire organisation in order to optimise brand value.
There is no doubt our customers’ aspirations, needs and risks will continue to change and we must keep up – and often, branding is the key.
At IM London, we love branding. As companies modernise, we like to maintain adherence to our key brand checklist – one that evolves right along with our clients. We pride ourselves on being experts in maximising our clients’ brand value with strategic execution and tailored creative solutions.
If you need to assess your performance or are looking to refine elements of your brand, we’d love to speak to you about your goals. Drop us a line!