As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.”
A brand is one of the most valuable assets of a business, and it needs to be carefully crafted to ensure it properly and authentically represents the business. Your brand identity is the representation of your company’s reputation through the conveyance of attributes, values, purpose, strengths, and passions.
How to Start – Consider the company’s BOD
You must start by doing a Brand Audit to fully experience your brand and provide a custom plan of recommendations based on findings.
You should have a clear-cut idea about your company’s USP, which would make a perfect sense for a customer to acquire your products or services. There is good way to do that according to Hyder is to develop what she calls a “BOD”. This stands for Brand, Outcome, and Differentiator, and is a good way to answer the question “How well-positioned is your brand in the marketplace.”
If a fresh positioning needs to be done, hire a professional who walks you through the process. A brand audit will enable you to discover, position and align process, diagnose and create a clear understanding of key target customers, market, and company offerings that tells you the gaps in your brand.
Then you need to work on positioning to pull out YOUR story and articulate it in a way that is valuable for your target audience with real differentiation and ideal messaging. Last step is aligning all your brand touch points and building brand ambassadors – each step builds a critically important foundation for all your growth initiatives.
As you know, I love to speak about digital brand strategy and transformation, so I would like to share with you my latest presentation on this topic: “30 days to a New Digital Brand Identity”.
The presentation will provide you an understanding of what it takes to develop, implement and run a digital strategy. It includes what your brand says, what its values are, how you communicate its concepts, and which emotions you want your customers to feel when they interact with your business.
Hoping this guideline will assist in your quest for defining yourself in the online marketplace, remember, you need to be perceived as being always on, thus, make sure your marketing programs and platforms are kept that way as well. Think fast, be agile, be ready – you re always on!
Diana
Diana Esparza 