“Brand” is a rather fancy term. In fact, it refers to the different aspects (like image and name) associated with a product or service. It’s the core identity of your company.
Nowadays, this term encompasses a wide range of categories: from personal brand to corporate, with everything in the middle.
WHAT BRANDING MEANS TODAY
TYPES OF BRANDING
As a freelancer, I’m aware of the personal brand implications myself. We can’t afford to leave this matter aside as this is how the world works now.
“If you are not a brand,
you are a commodity”
Moreover, your personal brand is a practical tool that will help you to define yourself and amplify your message.
It needs some work though, you must find both the meaning and adequate resources for you.
Branding exploration is a win-win for small companies as they are in a better position for experimenting. The decision making and implementing processes are also agiler and less complicated if we compare them to their bigger counterparts.
Many smaller companies are doing a great job while designing their brands and correlated strategies. Find some creative examples here.
For more down to earth tips, take a peek at Pia Silva’s approach.
It’s the practice of promoting the brand name of a corporate entity.
The most powerful brands share some common traits like overall good reputation, substantial marketing investment and outstanding profits.
This is how the most influential brands look in 2017:
— Liliana Suleiman (@LilianaSuleiman) 8 May 2017
Big companies have well defined and strict brand standards (think of Coca-Cola and McDonald’s), but you can still follow some of their rules to achieve your branding goals:
Once you find a clear direction, make sure your standards get properly enforced and followed; in addition, use Big Data tools wisely and work to build a community around your brand.
If you wish to learn more about corporate branding, check this resource.
HOW TO IMPLEMENT A GOOD BRAND STRATEGY
Define your identity:
First, take the steps to define your product and how it’s different from what your competitors offer (good old brainstorming). Next, take into account both your professional and personal background plus your most valuable abilities and experiences. You can try the “15 words or less challenge” to put everything in perspective.
Coordinate communication and design:
Your friends and colleagues are your natural allies when it comes to evaluating your performance and how you are perceived.
Furthermore, another capital factor is your online reputation as it’s important to monitor what the web and social networks say about you on a regular basis.
Test and try before getting settled:
What is your brand about? What message are you conveying? Is your concept maximal or minimal?
Names and images are powerful. When designing your logo, find the right colours and mission statements that perfectly reflect your true nature.
Storytelling and storydoing are essential tools; take advantage of them to settle your brand identity in time.