Demystifying Branding – 6 Key Elements of a Strong Brand

What is Branding?

Strong brands represent not only products but also experiences, feelings, ideals and values. Though at its core branding involves words and images, it goes far beyond that.

Branding encompasses the “feel” at your location(s) whether brick & mortar or online, the way you greet customers, the tone of your messaging, the style of your social media posts—everything, both tangible and intangible, that shapes the experience your customers have with your business before, during, and after the purchasing process. That is why memorable brands develop a comprehensive corporate identity beyond a quick logo and color palette, combining a strong purpose with thoughtful visual and written elements.

Your brand is how your business is perceived and the components that shape that perception and drive people to choose your product or service over others.

So, let’s delve into these key elements.

1. Brand name
2. Brand positioning (purpose & targeting)
3. Brand visual identity
4. Brand voice
5. Brand promise
6. Brand values

Brand name

A brand name is a major part of branding and one of the first things consumers encounter. The words a name is comprised of identify a company and what it offers to the public, distinguishing it from your competitors.

Naming is not an easy task as it can have various connotations in different cultures. Some brand names were created to be catchy through their sound or wit, while others take a practical approach and try to simply convey the purpose or field of activity. Regardless of the which avenue you choose, the name should align with the brand character you envision.

Brand positioning

Establishing a brand positioning combines a clear vision of your brand’s purpose and targeting.

Brand Purpose – the process of defining your purpose and goals; what is the raison-être of the brand and how is it better than the competition? What is the unique value that your brand brings to your audience?

Brand Targeting is the process of determining who is your ideal customer(s) and what section of the market you want to reach. Your preferred target audience may include more than only one customer persona, which would lead you to segment your target market into sub-groups with specific characteristics including age, geographic location, gender, and income level, as well as life style, behavioral and personality traits e.g. reason for buying the product, purchasing habits, etc.

The final brand positioning will inform your strategy as you craft a logo, define a color palette, develop your voice, design a packaging, or reach out with marketing campaigns.

Brand visual identity

Brand identity – also known as corporate identity – encompasses your company’s colour palette, logo, fonts, and visual presentation on social media and your website. It also includes your physical presentation, such as packaging design, signage, displays, and other tangible aspects of your brand. A strong visual identity sets the brand apart in a consistent manner on all communication touchpoints and makes it recognizable everywhere. It is memorable and entices consumers to pick certain products out of similar product offering.

When designing a logo, the meaning of icons and images in different cultures and places is crucial for the creation of an appropriate symbol. Determining a colour scheme is another key aspect that requires understanding of colour psychology and competitors’ evaluation.

Brand voice

Brand voice is the consistent personality on that you convey with your company’s communications. It’s the part of branding which sets an unmistakable tone that educates people’s emotional perception and helps humanizing your brand. The element of brand voice contributes to the ways you distinguish yourself from competitors. Authentic brand messages are genuine, consistent, and echo the brand’s values and image.

Brand promise

Your brand promise articulates the unique value your business offers, encompassing your vision, mission, principles, and value proposition. It sets customer expectations and holds your company accountable. Aligning your actions with your brand promise builds trust and loyalty.

Brand promise examples:

• Liberty Mutual: “…Protection for the unexpected, delivered with care.”
• Geico: “15 minutes or less can save you 15% or more on car insurance.”
• Mercedes-Benz: “The best or nothing”,/li>
• Lululemon: “Elevate human potential by helping people feel their best.”
• Walmart: “Save money. Live better.”
• FedEx: “When it Absolutely, positively has to be there overnight”
• Sleep Country “Why buy a mattress anywhere else”

Make sure you make a promise you can keep!

Brand values

Brand values are important not only for B2C or B2B interaction but also for internal communication within a company. Gen Z, which is expected to account for 27% of the global workforce by 2025, is known to be motivated by a sense of purpose and knowing their work has an impact. Having a solid set of values and a strong mission statement reminds people that you share a higher common purpose and that they are part of a greater goal.

A rebrand or a brand refresh?

A rebrand and a brand refresh are essentially different. A rebrand is a brand overhaul, reinventing a business from the ground up, setting it on a new path. A brand refresh builds on elements that prove to be working and continues to harvest existing brand recognition, while discarding hindering elements that block brand growth at the current time.

Looking to embark on some brand changes? Our experienced team can help you analyze your specific situation and marketplace and decide whether it is better to start at square one or to give your brand a second wind with a rejuvenating brand refresh.