A strong cohesive and consistent brand experience builds values of loyalty and trust. The more compelling the experience, the quicker this is built. These values create a strong base for an accountable reputation as a brand, and provide a platform for getting your message across in a clear manner. This in turn will attract attention from the market you are targeting.
From within. Make sure your brand’s goals and values are clearly defined. If you don’t know what your brand represents, then neither will anyone else!
A consistent brand message should clearly define your positioning and tie in with your values. Your brand exists because your target market exists, so don’t forget to focus on their needs when creating your message.
This is the spirit of your brand experience, the element that creates emotional connection. It’s an important element that is often overlooked; if tones are inconsistent or conflicting, you will only create confusion and mixed messages. Find your brand personality by defining your archetype. Are you a Hero brand like Duracell, or an Outlaw brand like Harley Davidson? Here’s a helpful article from Sparkol that outlines The 12 brand archetypes all successful businesses are built on.
This is where your brand experience becomes the visual representation of your goals, values, message and tone. All channels both online and offline (digital, website, social media, email and printed applications) should to be considered. Your logo, brand colors, tagline, mission statement, bio/profile, visuals and contact information should be the same on each platform you use. Having brand guidelines will ensure you and all who work with your brand maintain your identity in a consistent manner. Read more on How to Build a Brand Bible & Visual Style Guide from Code My Views.
Choose your channel outputs, decide how frequently you will utilise them, and stick to the schedule! This will create a rhythm of communication that will become more and more effective as you build on it. You will then find out what channels are working best for you and what your target market is most responsive to.
Find out what people think of your brand! It’s easy to assume you know how your brand is perceived, but you may be surprised at the perception of others who aren’t directly involved.
Your brand should be flexible to remain relevant, so keep in mind that as your brand builds and evolves over time, your message should be adjusted or redefined.