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Articles Creating a strong brandCreating a strong brand is NOT the same as having a great logo!
A brand is not a logo, it's about the whole image, ethos, feel and value of a company. If you hear the words Coca-Cola, you instantly think of everything that Coca-Cola means to you, and that probably does not mean a logo. you might think of the Christmas advertisements (after-all, Coca-Cola invented Santa Clause's suit... it was originally green)!
The point here is that strong branding is about emotion and meaning, not about a logo.
You need to get things in the right order... A logo to create a brand is the wrong way around. You need to work within your ethos, feeling and emotion to create a brand and you need to work within your brand to create your logo to act as a symbol of everything that your brand means.
You should be meaningful, emotional... don't sell the features, don't even sell the benefits, sell the emotion. What will the customer FEEL when they buy what you are offering.
Examples:
If someone goes on holiday, do they go because they want long sandy beaches and turqoise water or do they go because they want to relax? The benefit is that they can swtich off from the world around them but the emotion is that of complete calm, peaceful escapism. THAT is your brand.
If you sell adventure holidays, the features might be bungee jumping or rolercoasters or white-water rafting. The benefits might be to experience something that they do not normally experience. The emotion is one of excitement, thrill, heart-stopping fear and exhilleration, followed by the adrenaline decline that comes from a realisation of safety. THAT is your brand!
Brands are NOT anything tangable. they are not a logo, colour scheme, website, name or even the people involved. They are a way of thinking. What is in the mind of your client / potential client? What makes them tick? What is it that you can poke a fish-hook into to make sure that they do not get away? What is it that will motivate your customer to persue something?
Everyone has some motivators in life. For some people it is family, others it is money, others still it might be adventure, travel or experiencing something new. Whatever it is, you need to work it out. find a slant that will allow you to do something unique within that market place and do it.
Choosing a target market
Even if you make tooth paste, you need a target market.
Everyone uses (or should use) tooth paste, but marketers only target specific people (usually women and usually women with families). Research shows that targeting specific markets actually achieves better sales than targetting everyone. By targeting everyone, the irony is that you will be more likely to hit nobody.
Writing a catchy slogan
Writing a catchy slogan is easier than you might think. You need to ensure that it is emotional and playing to the needs of your target market. It needs to be short (three words is ideal) and full of simople, powerful communication.
For more help with branding or advise, specific to your business, please contact Myo International now.
