COMMUNICATIONS & MARKETING
FEATURE
A logical approach to building your brand
By Kevin Palmer, New Business Developer at Fluid Thinking
A brand is a company’s greatest asset. A successful brand should be unique, individual and provide an emotional shortcut to what you do and the way that you do it – and yet, many companies struggle with establishing a consistent identity. The route to building a brand is a logical process, as
much as building a house. But like any building project, there are hazards to avoid.
KEEPING IN STEP WITH YOUR BRAND Your brand may be a familiar and comfortable pair of shoes, sitting there ready for the next big business pitch. So, you’ll polish them up, slip them on and give it your best. But what if there’s more ground to cover than you anticipated? Maybe that business terrain is slightly more uneven than you expected, and you don’t feel as sure footed as you should. Maybe it’s time to take a step back and make sure you’re kitted out for the challenge.
ESTABLISH YOUR MISSION STATEMENT This doesn’t need to be a grand futuristic plan, if it is – that’s great. Be clear about what your business can offer, how it operates and where it can score over your competitors. You may have hidden or emerging talents that are not exploited by your current identity. The increasing digital landscape has created a vast array of communication channels that your brand may not be currently embracing – in short, you may be missing a trick. Many companies sit behind confused branding that demonstrates the lack of a clear, consolidated vision. You may not need to reinvent your brand but you should
take a pragmatic view of whether your existing brand design has enough resonance to carry across these new channels. A good design agency can work with you to identify your brand personality; essential information needed before the creative process begins.
business network November 2018 47
‘A good design agency can work with you to identify your brand personality’
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