When we talk of branding, we instantly think of the visuals like the brand logo and website but the real essence of branding goes beyond what our eyes can see. Building a brand is a combination of a company’s reputation, service provided, and the customer’s experience with the brand.
All brands would want to establish themselves as the leader in their niche primarily because strong brands have the power to persuade customers to buy their products not just once, but multiple times. Some brands have marketed themselves well, meaning they gain the trust and loyalty of the consumers. These become their customers for life and it’s unlikely for them to switch to any of the competitors as they have already developed brand loyalty.
Have you ever wondered what famous brands have in common? We have listed 3 brand elements that successful businesses have in common.
Clarity
The first brand element is clarity. Strong brands were able to establish their business because they have a clear representation of their brand.
It includes the visual identity such as the logo, design, and taglines, core values including their mission/vision, what they can offer, and what the consumers can expect from them. To sum it up, brand clarity will help you understand how you want your business to be perceived by the consumers. Develop a compelling message to strengthen your brand and how are you different from your competitors.
Consistency
Now that you have clearly established the image you want to have for your brand, you should be able to stand up to this image. All your branding activities and marketing efforts should be consistent with your visuals, identity, and values. And whatever you say your brand can do, make sure you can deliver.
One of the biggest benefits of consistency is brand recall or recognition. Consumers have identified brands with certain colors or images and they can easily spot the brand even if they haven’t seen the brand name yet. It’s also the same when people associate taglines with specific brands. As a result, it becomes easier for customers to identify your brand.
Constancy
When does branding stop? Even after gaining band recognition, all your efforts should be constant. Your brand needs to be constantly seen, otherwise, people may totally forget about your brand. If you’ll notice, the biggest brands can be seen every day on TV commercials, as sponsors during big events, and regularly seen on different media platforms. To answer the question, branding should be a constant and continuous process.
