A corporate brand isn’t just about your logo, website and Facebook fan page. Your brand is the source of a promise to your customer. It’s really all about making sure that everything you do as a company has a coordinated look and feel about it. Graphically, that means creating a logo, choosing a corporate color (or colors), a typeface, and often a photo or illustration style.
Content-wise, it means honing in on the key points of your marketing messages to clearly, concisely, and compellingly reach your target audience. Taking the steps to establish a consistent message and image will pay off with customer loyalty, vendor confidence and employee pride.
The following questions will help you define or evaluate your current brand.
1. What products and/or services do you offer?
2. What are the core values of your products and services? (fun, creative, honest, etc.)
3. What are the core values of your company?
4. What is the mission of your company?
(keep this short, succinct, and inspiring )
5. What does your company specialize in?
6. Who is your target market? (age, education, etc.)
7. Who do your products and services attract?
8. Try to use your answers to create a tagline.
(be succinct, memorable, descriptive)
In order to perfect the image and message of your brand you must do the research to determine your target audience and how you want to be seen by that audience. Upon review of your answers you will begin to see the character of your company. What qualities stand out? Is your company innovative, energetic, or classic? Which of these characteristics and qualities get the attention of your prospects? Review the answers and create a profile of your brand.
More to come:
Part 2- Create Your Visual Brand…
Part 3- Protect Your Brand…
Part 4- Monitor Your Brand…
Please contact Connie Sweet at Connection Group 517-645-4387 or firstname.lastname@example.org with re-print permission and questions.