five essentials of building a successful company brand_
Key Brand Strategy Concepts
Who is your main audience? Who are your main competitors? What are your ultimate brand goals? What are current industry trends?
[two] - UNIQUE VALUE PROPOSITION_
You be may familiar with the term ‘Unique Value Proposition’ or perhaps the term ‘Unique Selling Point’. They are essentially the same thing and can be thought of in simpler terms as ‘What you do’ or 'Who you are’.
Your Unique Value Proposition is what sets you apart from the competition and what makes you special. It’s also the thing your audience loves about your brand in particular. It could be the product features, the customer service, the voice and messaging your company adopts on social media and more.
When establishing your unique value proposition it’s important not to over-promise or make claims that you can’t fulfil. You should also aim to make your unique value proposition as clear and easy as possible for your customer to understand. This will ultimately build credibility for your company and garner trust from your audience.
Some questions to consider when thinking about your Unique Value Proposition are…
Key Value Proposition Concepts
What does your company offer that your competitors don’t? Why does your audience buy from/work with you? Are there any common patterns in customer feedback? How can your brand improve the customers experience?
Customer Touchpoints
Which formats are most effective for audience interaction? Which formats provide the most exposure? Which formats represent the most significant monetary value? Which format produces the best Return on Investment (ROI)?
Brand Guidelines
Company history, values & mission Colour palette combinations and usage Typography usages, sizes and formats Logo Application & Usage Design Elements & Patterns Photography selection and application Messaging principles Tone & Voice and grammar rules File types, design/media element
