Take a step right back. Look at your business and brand from a birds-eye view. Why? Because it is so intrinsically tied to marketing – it’s imperative that it’s clear. Branding can be such a broad term, with so many facets. Let’s break down some of the top-level factors:
A value proposition is simply a promise of value in your service. It’s an internal theme that should flow through to all areas of your business. It’s different to a tagline a slogan. Think of about twenty that explain the value your business provides.
A value proposition should offer a quantifiable or tangible benefit. Ask yourself, what problem is your service solving? What are the problems typically associated with your industry, and service providers within it? What do you have to offer?
One of the biggest brands in the world, Apple has a very successful value proposition. Most people could easily identify Apples’ value proposition, because it has been so clearly communicated. Apple strives to be user friendly, ensure their designs are elegant, they are a no bloat brand, and they promote a sense of belonging and identity. Consumers don’t care if Apples’ products cost more, they mostly care that the products will do what Apple says they will.
Point/s of Difference
Your points of difference are where you show how you are distinctly different to your competition. You and your competitors will have many points of parity where your business / products are similar. Find what you do differently, that is your advantage. Is there anything you can offer that your competitors cant? Is your service faster, better or cheaper? Do you offer a particular niche or speciality? Dare to be different!
It may seem like doubling up, but by expanding on the value proposition you should be able to think of a sentence or two that describes why you’re in business, what you hope to achieve, short and long-term goals and values.
Some great examples of famous mission statements:
“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”
“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world”
General look and feel
Believe it or not, the design aspects of your business and brand are really important. Colour psychology influences a lot of decisions. Fast Food Chains Red Rooster, KFC and McDonalds all use the colour red in their branding. RED is an attention grabbing colour. It is seen as energising and is thought to stimulate hunger. A great colour for a fast food chain right?
Understanding the culture of your business, and identifying what makes you, you is super important to developing an effective branding strategy. Ensure all your employees are on the same page, and convey the same message consistently and you are on the right track to beautiful branding.