What is a brand? It’s more than a logo. It’s every element that touches your audience: Logo. Tagline. Colors. Fonts and typefaces. Advertising. Collateral. Social media. Web. Tone. Environmental. Customer service. Dress or uniforms.
Chris Jones, president of the creative services firm the Popcorn Initiative, offered the following steps for brand success during a session called “Branding: The Big Brand Wolf” at the 2015 FPRA Annual Conference.
1. Develop a brand positioning statement.
Define your target audience. Who are your core customers who most represent your services offered?
Define your category. This allows you to see who your competitors are.
Define your benefit. Why would your target audience choose you over another brand?
Reasons to believe. What reasons does your audience have to believe your brand delivers on its promises?
2. Define your brand.
What is your mission?
What are the benefits of your services?
What impressions do your customers already have about you?
What qualities do you want your customers to associate with your brand?
This is a self-discovery phase that every organization should go through. It will involve a little research, but in the end you will discover the needs and desires of your customers.
3. Take a brand inventory.
Examine your logo.
Have a concise brand positioning statement.
Evaluate every touch point of your brand to your audience.
Develop a clear voice.
Create a tagline.
Develop templates and a brand standards guide.
Deliver your brand promise.
Editor’s note: This is a summary of a post written by Chris Gent for the FPRA Annual Conference blog team. Read the full post here.