5 THINGS every great brand NEEDS

Building a brand

If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business. COCA-COLA EXECUTIVE

Brands are built through a set of associations that have developed in our minds over time. It takes time to build a brand, but people become loyal to brands, not so much to businesses or products.

The Pepsi Challenge marketing campaign is a great example of this. Pepsi went inside malls around the country and invited people to do a blind taste test between Coke and Pepsi. The results were remarkable; people picked Pepsi over Coke significantly. The expectation was that most people would prefer Coke. The reality was that after tasting a sip of both beverages, a majority preferred Pepsi.

5 things every great brand needs

1. MISSION

• Knowing what you stand for, what you’re about and why you do what you do, forms the basis of your brand
• What is your mission? What do you want to achieve?
• Why do you do what you do? Why are you in business?
• Why do you exist beyond making money?

Answering these questions helps to form the focus for your brand and starts to make it clear to your target audience what you’re about. It can also help to start form your brand story.

FAMOUS MISSION EXAMPLES:

2. UNIQUE VALUE PROPOSITION

• Know what makes you different.
• Why would your target audience choose you over your competition?
• What are the benefits of hiring you?
• What do you bring to the table?
• What is the one thing you want to be known for?

To get some ideas as to what this could be for you, look at your competitors and industry. Can you see any gaps? Is there something that needs addressing that no one else is doing?

FAMOUS UNIQUE VALUE PROPOSITION EXAMPLES

3. TARGET AUDIENCE

• You need to know who you’re talking to and not.
• Be clear, specific and paint a picture of that person
• Start with one ideal customer or client profile
• Go beyond the demographics and dig into their needs, wants and why they would want your brand.

FAMOUS AUDIENCE EXAMPLES

4. CONNECTION POINTS

Once you know who you’re talking to, the next step is to think about how you will connect. This is where your mission, USP and target

audience blend. This is usually done through messaging and copy.

5. BRAND PERSONALITY

How you bring all the elements of your brand together creates a brand personality. This helps you define who you are and not. It manages how you connect with your target audience. It also helps to direct your tone of voice, language, key message and visual identity.

FAMOUS BRAND PERSONALITY EXAMPLE: MAILCHIMP

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Brining these 5 elements together will help set you on the path to building a strong brand, one that is remembered, connects with your ideal audience and well defined.