[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-branding-guide":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",19923,{"id":24,"name":25},"author-0301142015","Canto","2020-08-12T14:01:47","2026-09-14T10:33:00","A modern approach to unique and compelling branding from Canto","branding-guide","A comprehensive guide to branding in 2020","Branding is the strategy used to promote and define a brand to a specific audience. Follow this modern branding guide to ensure you're on the right track.","The following is a complete guide to branding in 2020. If you’re looking for some exciting, fresh ideas, you’re in the right place. Chapter 1 – The basics of branding In order to understand branding fundamentals, you first need to understand what a brand is. What’s a brand? A brand is a trait or unique […]","The following is a complete guide to branding in 2020. If you’re looking for some exciting, fresh ideas, you’re in...","\u003Cp class=\"wp-block-paragraph\">The following is a complete guide to branding in 2020. If you’re looking for some exciting, fresh ideas, you’re in the right place.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--chapter-1-the-basics-of-branding\">Chapter 1 – The basics of branding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">In order to understand branding fundamentals, you first need to understand what a brand is.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What’s a brand?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A brand is a trait or unique feature that establishes a differentiation between different organizations. A brand is the feeling and quality of experience customers have when dealing with a company in any capacity. It is usually made up of elements such as logos, visual designs, tone, voice, taglines and more.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What is branding?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Branding is a marketing process that develops a brand by using different elements like logos, color schemes, values and more to positively influence customers. Branding helps audiences distinguish a brand and gives them good reason to use their services over the competition’s.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191604\u002Fbranding-guide-57.jpg\" alt=\"A modern billboard.\" class=\"wp-image-46168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191604\u002Fbranding-guide-57.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191604\u002Fbranding-guide-57-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Why is branding important?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Branding draws clear differences between your company and competitors. A recognizable, trustworthy brand is an important catalyst for strong campaigns, customer loyalty and showing authority.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand is an asset in and of itself. It drives your marketing, creates passionate customers and boosts recognition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The following is a list of some of the key ways branding empowers organizations:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Supercharges marketing campaigns\u003C\u002Fstrong>. Branding is one of the main driving forces behind every new marketing campaign and project. As branding improves, so does each new initiative.\u003C\u002Fli>\u003Cli>\u003Cstrong>Increases team member involvement\u003C\u002Fstrong>. Powerful branding attracts quality job applicants and strengthens team harmony. Give your teams something to be a part of and proud of and they’ll respond positively.\u003C\u002Fli>\u003Cli>\u003Cstrong>Guides consumer spending\u003C\u002Fstrong>. People often disregard things like quality and price in favor of brands. There’s a reason you see so many Macbooks despite a higher price tag than similar laptops from competitors.\u003C\u002Fli>\u003Cli>\u003Cstrong>Creates or builds upon a company persona\u003C\u002Fstrong>. Branding is a way to mold the face of your company. This gives consumers a personalized connection that they can trust.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Now that you have the basics of branding down, and you understand why it’s so important, let’s dive into the different ways you can improve your branding.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--chapter-2-brand-management\">Chapter 2 – Brand management\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Once we have a brand in place, we need to make adjustments and maintain it. That’s where \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa> comes into the equation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand management is a way to improve a company’s unique products and services, as well as their brand perception. It can affect pricing practices, improve customer loyalty and further overall brand awareness.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Effective brand management increases brand awareness, creates customer loyalty and boosts customer advocacy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand management is a marathon, not a sprint. It requires extensive evaluation and constant evolution in order to be successful. Here are some ideas to improve your brand management.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Create, evaluate and use a unique selling proposition\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Your unique selling proposition (USP) is one of the biggest chances you’ll get to stand out from your competition. Chances are your product or service is similar in many ways to most competitors. A USP informs consumers that it’s completely different.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of my favorite examples of a USP is Tivo’s ‘TV Your Way’ slogan. This simple USP let consumers know that watching TV around a schedule was a thing of the past, since Tivo allowed recording of live television digitally.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To create your own USP, determine the ways in which your product or service is different. Then, come up with a catchy way to express this differentiation.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Take inventory of your brand assets\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Brand assets are highly important and require specific attention. Make sure you have a firm grasp of how your brand assets are currently performing. The following are some crucial assets to consider:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Visual elements\u003C\u002Fstrong>. Your specific visuals, such as logos, color schemes, layouts and images are assets. In fact, they’re quite powerful when used correctly. Consider how valuable it can be to slap a popular logo onto a product – sales typically follow. Keep this in mind when crafting and making changes to your visual elements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Messaging\u003C\u002Fstrong>. Brand messaging is how you describe the unique features of your brand. It focuses on the brand’s core values.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Messaging is such an important asset because of how it affects consumers. As your tone and messaging become familiar to your target audience, each new campaign will be that much more effective.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Put a plan into place\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Planning is a crucial component of brand management. Make sure you’ve put together a detailed layout of how you want to tackle things like evaluation, organization and technology. A plan may also outline the decision to outsource brand management tasks.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191604\u002Fbranding-guide-44.jpg\" alt=\"Workers creating a plan on a whiteboard.\" class=\"wp-image-46172\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191604\u002Fbranding-guide-44.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191604\u002Fbranding-guide-44-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Whatever your ideal process is, make sure it’s laid out clearly for all to see. When it comes to evaluation, keep a running list of brand elements and change it when necessary.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When considering technology, look for tools that supplement your most important brand management processes. For example, a \u003Ca href=\"\u002Fblog\u002Fbrand-style-guide\u002F\">brand style guide\u003C\u002Fa> is an effective way to keep your organization’s standards in place.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">An underrated aspect of planning is the communication and re-evaluation involved. Be sure to inform necessary team members throughout the process. Schedule future evaluations of your plans to adjust for all potential changes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have some ideas for how to manage your brand, let’s take a look at a way to stand out – brand identity.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--chapter-3-brand-identity\">Chapter 3 – Brand identity\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Let’s consider for a moment how we want our audience to view our brand. If our company had its own personality, what would it be?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa> is the way we present ourselves, as a business, to consumers. This is done through brand values and messaging. Brand identity is created through visual elements such as logos and fonts, which help present a personality to consumers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191603\u002Fbranding-guide-46.jpg\" alt=\"A person with a bag over their head.\" class=\"wp-image-46174\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191603\u002Fbranding-guide-46.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191603\u002Fbranding-guide-46-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A strong brand identity gives our target market the right ideas about our brand. It helps demonstrate that we are unique and exciting with a personality they can relate to.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So how do we create our own successful brand identity? Here are a few key hints to get you started.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Review competitors\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If Pepsi presented itself as a healthy choice for cola consumption, and its sales skyrocketed, Coca-Cola would likely follow suit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Researching the competition to see how others succeeded is a necessity to stay relevant and get ahead.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That isn’t to say that you should be copying successful brands and molding your identity to mimic theirs. Rather, it’s a way to see the ways in which they’ve built a solid brand and come up with your own path to that end result.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When researching competing brands, some key factors to consider are how did they influence brand perception, what kind of visual elements did they use and what were the circumstances surrounding their decisions?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Answer these questions and you’ll be able to pinpoint a way to create your own successful identity.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Maintain tone\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Part of brand identity is portraying your brand as something, whether it be with certain personality or character traits.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Dodge trucks are presented with a hard, tough tone. Apple products are advertised using modern, creative language. In what way does your tone determine your identity?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever it may be, it has to be maintained throughout each new project and campaign. There is always room for changes and innovative new ideas that result in a new tone. However, this is rare and should be carefully examined before implementing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Ultimately, you don’t want to confuse your target market. If your tone is one of fierce, extreme demeanor in one advertisement, the following ad shouldn’t be a soft, fluffy tone.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Make necessary changes\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s difficult to present the exact same brand identity over extended periods of time. The reality is the world we live in changes quickly. Words, concepts and images lose their meaning and become completely different.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The only way for our identity to be successful throughout these changes is through calculated adaptations.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Phillips ran a noticeable campaign in the late 90s that used a Beatles song ‘Getting Better’ as their brief jingle to coincide with their slogan. Just as disco died, so did rock music, in favor of electronic or rap. Similarly, Phillips no longer used a rock song as their jingle.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your brand identity is working flawlessly and sending the right message, that’s great, but remember that tomorrow, it could be ‘dead’ or have a completely new meaning, so be prepared to adapt.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Behind all the fancy logos and catchy jingles is the identity you put forth. If it doesn’t reach its intended audience and make a real connection, it’s all for naught. Make sure you do your research to make sure it does.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you’re putting forth an identity that represents your brand, let’s focus on staying consistent.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--chapter-4-brand-consistency\">Chapter 4 – Brand consistency\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Once you’ve built the foundations of your brand, it’s time to focus on the importance of being brand consistent.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">Brand consistency\u003C\u002Fa> is the methodology and structure in place to guarantee messaging and other elements stay true to original brand values and ideals. Brand consistency gives your target market a chance to familiarize and connect to your brand, since it’s constantly delivering the right message to them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-46772 size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191257\u002Fbranding-guide-72.jpg\" alt=\"A digital revenue chart.\" class=\"wp-image-46772\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191257\u002Fbranding-guide-72.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191257\u002Fbranding-guide-72-450x240.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">A visual graph of the success consistent brands enjoy.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Staying consistent increases overall credibility, satisfies customer expectations, builds loyalty and simplifies marketing tasks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some key ways to maintain consistency:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Make sure all teams are involved\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Your brand will only be as consistent as the teams who build projects and campaigns using branded materials and assets.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s one thing to make sure all authorized parties are granted access to important branded materials. It’s another to ensure they’re used correctly and by everyone who represents the brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One way to accomplish this is by adding a system of tests or quick audits. For example, each campaign should be reviewed explicitly for any brand inconsistencies.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Develop and maintain brand guidelines\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s a lot easier for teams to stay consistent throughout each project if they’ve been given solid brand guidelines that get updated from time-to-time.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191257\u002Fbranding-guide-71.jpg\" alt=\"A graph of modern brands.\" class=\"wp-image-46770\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191257\u002Fbranding-guide-71.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191257\u002Fbranding-guide-71-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A strong guideline should cover voice, tone, logo usage, fonts, layouts, color schemes and more. Ensure each department has access to the right brand information at all times.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These efforts help brand ideals and values stay on display through thick and thin.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Stick to your ideals during tough situations\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you’ve made a habit of something, and this habit has been an overall positive for your customers, don’t abandon it when it’s convenient or when things get difficult.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think about a time when a brand offered you something important, be it an altruistic commitment, extra service or support. Now, imagine if this brand immediately pulled this service because it was easier for them to do so in a tough situation. How would you feel?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There will be times when your ideals and unique brand features are challenged. When this happens, consumers will expect you to stick with your initial values. If you don’t, they’ll change their opinion of your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">After you’ve satisfied the requirements for a consistent brand, you can begin creating wonderful experiences for consumers.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--chapter-5-brand-experience\">Chapter 5 – Brand experience\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A magical life moment can change our outlook forever. Similarly, an experience we cherish might be linked to a brand, connecting us with that brand for the rest of our lives.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-experience\u002F\">Brand experience\u003C\u002Fa> shapes the way customers think and feel about a brand based on an important past encounter. It creates loyal customers by attaching a positive emotional connection between them and the brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If the brand experience you offer doesn’t excite audiences, they’ll forget you over time and move on to other brands.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191601\u002Fbranding-guide-48.jpg\" alt=\"A person using a VR headset.\" class=\"wp-image-46181\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191601\u002Fbranding-guide-48.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191601\u002Fbranding-guide-48-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">One example that I find represents a fantastic brand experience is HBO’s escape rooms. Clearly, linking HBO and experience together might be difficult, considering it simply airs a TV show or movie. There’s no real event or interaction.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, HBO capitalized on a real-life phenomena, the escape room. These were a team-building game in which human participants used clues to get out of a locked room together. HBO took it a step further by recreating rooms from their popular TV shows. This created a brand experience that people would remember forever and link with the HBO brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s start building our own brand experience. Here are some helpful strategies.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Personalize when possible\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The modern user expects personalization on almost all their platforms. If we have the chance to personalize an experience, it’s an absolute must.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Personalizing the experience will make the event more memorable and create a deeper bond between consumers and brand. In contrast, if we don’t meet consumer expectations, they’ll surely seek out brand experiences from brands who will.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Imagine you went to a play every month for five years. The employees at the theater got to know your preferences, and understood that you couldn’t see the stage well if seated too far to the right. As such, every month when you went to the show, they ushered you to a great spot on the left that was perfect for your eyesight.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now imagine that you visit and no one guides you to the normal seat. In fact, they completely disregard you and you’re left to fend for yourself, eventually sitting on the right side of the theater.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This example shows a direct difference between a personalized experience and not. Make sure your brand uses all tools and technology necessary to cater to consumer needs.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Make emotions a goal\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you’ve cried at a movie, chances are you remember the name of it and the scene that brought on the waterworks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, if you’ve been terrified at a movie, you probably remember the movie and the scenes that scared you.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191601\u002Fbranding-guide-49.jpg\" alt=\"Two women watching a scary film.\" class=\"wp-image-46183\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191601\u002Fbranding-guide-49.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191601\u002Fbranding-guide-49-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Brand experience is bolstered by an emotional response. If the moment is powerful enough to elicit some type of emotion, chances are that person will create a positive connection between a specific feeling (or in this case, emotion) and that brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Set the right tone\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Remember that consumers expect a certain tone from brands, based on their history with them. A popular yoga chain hosting an event likely wouldn’t want to play Metallica during it, as this would send the wrong message and not give consumers the experience they were expecting.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are many different ways to set the right tone with brand experience. The layout of a physical store, for example, should align with your brand ideals and values. Think of the different ways your brand presents itself, and determine whether it’s sending the right message.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--chapter-6-brand-positioning\">Chapter 6 – Brand positioning\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Upon seeing different brand logos or hearing brand jingles, most people think of the types of values, features and positive attributes that specific brand offers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Is this because the logo design or jingle-tone directly relay a brand’s core values and ideals? Of course not. It’s instead because of how they’ve utilized \u003Ca href=\"\u002Fblog\u002Fbrand-positioning-guide\u002F\">brand positioning\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand positioning is a way to influence a target audience to understand the types of features and values you offer each time they think of your brand. Brand positioning is a strategic approach to present your brand as a superior option.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191600\u002Fbranding-guide-47.jpg\" alt=\"A pink flamingo next to white swans.\" class=\"wp-image-46185\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191600\u002Fbranding-guide-47.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191600\u002Fbranding-guide-47-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Brand positioning is essentially how a brand demonstrates its positive attributes in regard to the types of things their target market finds valuable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s get started on creating your own unique brand positioning. Here are some key strategies.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Craft a meaningful brand positioning statement\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A thoughtful brand positioning statement is one of the most basic, powerful ways to create effective brand positioning.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand positioning statement is a way to define your brand – what it does, who it helps, how it helps them and more. This gives team members a clear outline of how to behave throughout projects.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Make sure the statement is direct and clear. A typical mistake is creating a statement that is too vague. “We work hard to be great.” is an example of a much-too-broad statement. All brands try to be great. Be more unique and specific.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another misunderstood concept with the brand positioning statement is it’s not a slogan or statement to the public. The brand positioning statement is for internal use only.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Create a brand positioning map\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Brand positioning is impossible without a firm grasp of your target audience’s perception (concerning your products\u002Fservices vs. competitors).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Therefore, it’s crucial to find a way to zero in on how your audience thinks of your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Luckily, there’s an effective way to do this: build a brand positioning map. This gives us a visual blueprint of where our brand lies in relation to competitors when it comes to different attributes and features.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By creating a map, we give ourselves a better understanding of how consumers perceive us.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191301\u002Fbranding-guide-70.jpg\" alt=\"A brand positioning map.\" class=\"wp-image-46744\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191301\u002Fbranding-guide-70.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191301\u002Fbranding-guide-70-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The above picture is a brand positioning map I made using my best judgment concerning different peanut butter brands. Note that there are separate quadrants, organizing brands by their benefits and features.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">My example shows that PB2 is calorie-dense and expensive, Skippy is expensive and has fewer calories, JIf is a great value and Peter Pan is as well.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When building your own map, include features that are important to your intended audience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Consider the competition and follow paved paths\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s a lot easier to position your brand once you have an understanding of its direct competition. This implies that you’ll need to research the current market and find potential competitors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, consider the ways in which these brands are positioning themselves. Does what they’re doing seem to be working? If so, how are they accomplishing it? Get a strong understanding of how it’s going for them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, take this newfound information from your research and apply it to your own positioning. The great thing about this method is you can learn from and avoid other brand’s failures.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--chapter-7-brand-image\">Chapter 7 – Brand image\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">When you have a good understanding of your \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa>, everything else seems to fall right into place. Furthermore, this understanding allows you to work toward improving and bettering your image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand image is how a target market feels about a brand. This feeling and perception is influenced by the brand values, ideals and identity. Brand image is largely crafted by customer interactions with brands.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191600\u002Fbranding-guide-45.jpg\" alt=\"An elderly gentleman dancing.\" class=\"wp-image-46189\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191600\u002Fbranding-guide-45.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191600\u002Fbranding-guide-45-450x300.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Remember that brand image isn’t something we have direct, total control over. For example, if an automobile brand changes its slogan to, ‘The safest cars available’, it doesn’t mean their audience will agree.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand image isn’t how we see ourselves; it’s how our customers see us.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That being said, we can attempt to influence our brand image. In fact, we need to put our best efforts into this process in order to succeed. A good brand image helps with sales, customer loyalty and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are a few of the most important strategies to positively influence your brand image.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Transform your persona\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">However successful something is, there’s always room for improvement. This is definitely true with brand personas.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand persona is the way brands highlight specific features, values and ideals that are important to them. Personifying a brand makes it easier for consumers to connect with and understand its values.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even if you have a persona that is working quite well, look for ways to improve it. If you can’t find any, that’s fine. Instead, set up a schedule to evaluate it. This ensures any societal changes don’t throw you off-guard.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Create and unify brand visuals\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s important that every brand find the right visual elements to match their personal ideals. Just as camouflage matches its surrounding, so do visual layouts and color schemes match a brand’s values.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your brand wants to promote a environment-friendly lifestyle, colors like blue and green likely work better for it (since the Earth has a lot of blue and green).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you’ve come up with the layout schemes, colors, fonts and other visual elements for your brand, it’s important to keep them consistent across all platforms. This requires a unified effort from each department.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One way to ensure visual conformity is to put into place a system that verifies each project meets the requirements.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Consider your brand voice\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Similar to a persona, the brand voice is a way to express a certain aura to a target market. Brand voice, like visual elements, needs to stay consistent from campaign to campaign.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Voice reminds people of audible elements, but it extends further to things such as emails, social media and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are a lot of factors that go into voice, which vary from vocabulary to tone and more. Consider how customers will perceive your voice – the attitude and tone it relays.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of the different ways your brand could be more human and develop your brand voice accordingly.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-8--chapter-8-brand-association\">Chapter 8 – Brand association\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s easy to see why brands want to be associated with certain attributes, like Facebook to social togetherness or YouTube to individuality and creativity. This connection essentially transforms how people think of a brand. It’s created through \u003Ca href=\"\u002Fblog\u002Fbrand-association\u002F\">brand association\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand association happens when certain brand traits are entrenched in a customer’s mind. The ideal situation is for these traits to be positive rather than negative. Brand association creates value and equity by making consumers aware of their quality.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-55.jpg\" alt=\"A woman thinking about gears.\" class=\"wp-image-46191\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-55.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-55-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As important as creating positive brand association is, it’s crucial you remember that this is a delicate process that takes planning and effort. Putting a tank next to a dozen eggs in an advertisement won’t make people associate your eggs with the strength of a tank.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s take a look at some ways to create your own brand associations.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Understand when and where to use visuals\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Just as a skull and crossbones doesn’t belong on breakfast cereal boxes, neither do your brand visuals belong on incompatible locations and campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of ways that your brand elements could influence your target market to create positive associations. Sometimes, your color schemes and layouts do most of the work for you. Other times you need to get creative.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-56.jpg\" alt=\"A brand chart.\" class=\"wp-image-46193\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-56.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-56-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">For example, if you have brand colors like orange and black, creating some type of Halloween campaign would be effective.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The last thing to remember when it comes to branded visuals and creating brand associations through them is to respect and understand your limitations.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Introduce the right language and vocabulary\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">An advertisement that uses the wrong language is usually a disaster, even if it’s unnoticeable to the creators. For example, an ad for an MMA fighting event wouldn’t want ‘weak’ language in the promotion, using words such as ‘fun’, ‘happy’, etc.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This type of mistake can create a negative association that fails to accomplish what a brand proposes itself to stand for or value.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Part of creating the right brand association is using the right tone as well. It’s not enough to use consistent vocabulary – you also need a consistent vibe. Think of the way your wording sounds when reading it. Does it relay the values and goals of the brand? Will it get people to create the right type of associations?\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Introduce personification\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Personification brings inanimate objects to life, giving human traits and tendencies to something that does not have them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Why is this so important? People love connecting with things on an emotional level, but that’s difficult when not everything is humanistic.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even if a lamp is reliable, chances are you won’t have strong feelings toward it one way or the other if it breaks. However, if you give that lamp a name, attach some fake legs and draw a face onto it, some feelings might arise.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The same goes with your brand. Look for ways to personify things that might influence positive brand associations. Chances are there are a lot of different ways to use this powerful idea immediately.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Use these ideas to create brand associations that bring more customers and followers to your brand. Even the smallest associations can make waves.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you understand brand associations, let’s take a look at the brand awareness concept.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-9--chapter-9-brand-awareness\">Chapter 9 – Brand awareness\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">When people see the Coca-Cola logo, they feel comforted, nostalgic, happy and calm. This is definitely not unusual. In fact, most everyone has some type of brand that brings out certain powerful emotions.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, it would seem that Coca-Cola would have wanted their logo to make people thirsty, and maybe they originally did. However, their extensive branding heightened their \u003Ca href=\"\u002Fblog\u002Fbrand-awareness\u002F\">brand awareness\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand awareness is when someone recognizes specific brand traits and unique qualities. It is more than just seeing a logo and knowing which brand it belongs to. Brand awareness is a positive quality that indicates success.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-52.jpg\" alt=\"A man drawing on a whiteboard.\" class=\"wp-image-46196\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-52.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191559\u002Fbranding-guide-52-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">So, why is brand awareness so important? For one, it’s a main driver of brand equity. As customers grow accustomed to a certain brand’s quality, they’re willing to pay more for their products over competitor’s.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another reason it’s so valuable is it helps companies introduce new products and services or enter new markets.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s break down some of the key ways to boost your brand awareness:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Spell out your brand in detail\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One of the biggest problems many brands have is that their target market doesn’t understand who they are or what they do. To overcome this, work on making it clear what the brand is all about.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think about the different ways your brand is presented to audiences. Would they be able to describe it in detail? Could they explain its characteristics?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191558\u002Fbranding-guide-53.jpg\" alt=\"A film clip.\" class=\"wp-image-46198\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191558\u002Fbranding-guide-53.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191558\u002Fbranding-guide-53-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">These types of questions need to be answered in order for a brand to gain true awareness. Put your best features forward and make it clear what your brand stands for at all times.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Focus on content\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s pretty tough to further our branding efforts without a serious focus on creating amazing content. Remember that people are accustomed to receiving all types of advertisements and clickbait each and every day.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We need to completely disconnect from the mundane and instead overhaul the way our content is delivered and the level of quality it contains.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Don’t put a cap on your creativity! Remember that most people will enjoy something if the overall content is quality. It doesn’t matter if it’s an ad trying to sell something or a random story – the quality is key.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Give audiences a reason to listen\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">You’re trying to reach out and connect with customers in so many different ways. Take a step back and decide whether your approach is working. Put yourself in the shoes of your recipients and see if these methods would please you or be off-putting.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In what ways are you connecting with audiences? Does this connection feel like an attempt at a sale or a friendly check-in?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This doesn’t mean you have to personalize everything or avoid conversations about sales. Instead, it’s simply a reminder that brand awareness isn’t built by bludgeoning our customers with boring newsletters that offer no personal connection.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-10--chapter-10-brand-authenticity\">Chapter 10 – Brand authenticity\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">When most people picture a brand that they want to connect with, it is always, at the very least, sincere. The brand is truthful, honest, genuine and real.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I’m not alone in these requirements, either. It’s common for brands to be evaluated first and foremost on \u003Ca href=\"\u002Fblog\u002Fbrand-authenticity\u002F\">brand authenticity\u003C\u002Fa> by their audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, what is brand authenticity? It’s the result of a brand that sticks to its values and is honest with its customers. An authentic brand goes out of its way to keep lines of communication open to customers while showing that it really cares.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191558\u002Fbranding-guide-54.jpg\" alt=\"A note that reads 'be honest'.\" class=\"wp-image-46200\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191558\u002Fbranding-guide-54.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191558\u002Fbranding-guide-54-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Brand authenticity allows companies to thrive in situations where others may struggle. Customers continue to purchase products and services from brands who are authentic.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some ways to build up your own brand authenticity:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Transparency is king – strive for it\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s pretty tough to be authentic without full transparency. Even if everything you say is true, if you hide anything or fail to answer certain questions, it all falls apart.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is where things can get tricky: giving a non-answer is unacceptable. A true commitment to transparency requires an all-or-nothing approach. Everything has to be out in the open, otherwise your audience will assume the worst.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A common example of transparency is when McDonald’s began placing the nutritional content of their food onto the packaging.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whether this decision came from outside pressures or within, it showed true transparency and opened up the possibility of making their brand appear authentic.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Remember what’s truly important throughout each campaign and interaction\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s easy to lose sight of our goals, values and visions from time-to-time. However, it’s important we realign with them immediately to maintain brand authenticity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Each time we have communication with our audiences, it’s crucial to, on top of being sincere, uphold our brand ideals.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When people think of authentic brands, they generally picture the values brands have and the larger goals they pursue for the greater good.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Every brand campaign, project and communication should reflect this, in some way or the other. Stay honest and true to our ultimate goals to be genuine in the eyes of our target audience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Follow through on everything\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you give customers a special reason to believe in your brand, don’t fail to meet this expectation. This goes for claims, values and product or service specials.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your brand stands for something, see it through in all situations. Your target audience will absolutely notice if you fail to do so.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When releasing a new line of products, make sure all claims made about them can be met. It’s easy to slip up, but it’s not so easy to gain back customer trust.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The result of your consistency and commitment will be a true customer loyalty and an audience base who believes that you are truly brand authentic.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-11--chapter-11-co-branding\">Chapter 11 – Co-branding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you’ve ever been on a road trip with someone, you’re probably aware of the idea behind teamwork. On a road trip, it seems like one person drives while the other navigates the map or GPS.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you and your companion are both great drivers but bad navigators, you don’t make the best team. Similarly, if you both are great navigators but bad drivers, the trip might not go so well. Clearly, the best result is if one is a good driver and the other a good navigator.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191543\u002Fbranding-guide-60.jpg\" alt=\"Fists colliding.\" class=\"wp-image-46356\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191543\u002Fbranding-guide-60.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191543\u002Fbranding-guide-60-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The same can be said about brands. Teaming up with another brand has potential to be great or terrible, depending on if you find a good match. This is called \u003Ca href=\"\u002Fblog\u002Fco-branding\u002F\">co-branding\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Co-branding is an agreement that joins two (sometimes more) companies to create a new product or offer a new service. The reason this works is because they share each other’s brand names, logos and other brand elements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Co-branding can help brands in many ways, including:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Entering new markets\u003C\u002Fli>\u003Cli>Overcoming potential weaknesses\u003C\u002Fli>\u003Cli>Reducing risks\u003C\u002Fli>\u003Cli>Maximizing publicity\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">As you can see, co-branding has some serious potential to help a new product or service succeed. However, it’s not always beneficial. Just like in the ‘drivers and navigators’ scenario above, things can go awry.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Co-branding has a few negative possibilities, such as:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Bringing in a bad reputation from a different brand\u003C\u002Fli>\u003Cli>Financial issues\u002Fnegotiations\u003C\u002Fli>\u003Cli>Opposing cultures\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">With this in mind, let’s look at some strategies and guidelines sure to put you on the right co-branding path:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Make sure you can justify the new product\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The idea to co-brand and release a new product has to be backed up by solid reasoning. This is not meant to be some type of stunt or ill-planned strategy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In order for the co-branding to be successful, you need to ask yourself whether the product or service you’re creating will actually please customers. Keep in mind, adding a new logo to the product doesn’t really add anything for the customer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There needs to be a concrete reason why the new (or improved) product adds value, otherwise the co-branding will fail.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Remember, you’re working with another brand – draw up a concrete proposal\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you’ve ever been in some type of partnership, even if it was brief, you certainly know how quickly a disagreement can send things off the rails. The same goes for co-branding. No matter how well things might be working with our products, there is bound to be some disconnect at some point.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When this happens, you’ll want to be sure that you don’t get taken advantage of. That’s why it’s so valuable to, before the co-branding partnership, create some type of agreement. This should specify key details of future potential incidents.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The most important part of this phase is making the agreement as clear as possible, so that if something goes wrong, there’s no uncertainty over the next steps to take.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Consider what each side might bring to the table\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Two wrongs don’t make a right. With co-branding, two rights don’t always make a right either! What I mean by this is, having two parties that are experts at one thing doesn’t mean the resulting projects they complete will be expert-level.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Oftentimes, two brands that excel at the same thing can’t really work together. It seems strange, but the differences in strategy and theory will likely result in a completely worse result than if the brands had completed a product on their own.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To combat this, you’ll want to select a co-branding partner that is in a similar field but doesn’t do exactly what you do. For example, if you make footballs, don’t team up with another brand that does too. Instead, team up with a paint brand that can paint your footballs.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-12--chapter-12-rebranding\">Chapter 12 – Rebranding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The need for serious change comes and goes, leaving a window of opportunity to create something new or improve on something that already exists.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When it comes to your brand, minor changes do happen every so often. However, a \u003Ca href=\"\u002Fblog\u002Frebranding\u002F\">rebranding\u003C\u002Fa> pushes everything forward and attempts to build a powerful, unique brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Rebranding is the way brands evolve their identity, pushing forward new visual elements and positioning while also showing their audience that the brand is completely different. A rebranding is a comprehensive change that creates a completely different outlook on a brand’s values and goals.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A rebranding is important for many reasons. Here are some of the main benefits:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Boosts creative workflows\u003C\u002Fli>\u003Cli>Brings in new customers\u003C\u002Fli>\u003Cli>Expands uniqueness\u003C\u002Fli>\u003Cli>Shows why you’re a better choice than the competition\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Now that you see why rebranding is so important, here are some keys to getting it right:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Go the extra mile\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Part of rebranding is the idea that you’ll come away with something better. This only takes place if your process is comprehensive and coordinated.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that you’re not just changing a logo haphazardly; but instead are syncing all branding elements together with a new core concept.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The deeper you explore and more coordinated your process becomes, the better the chance of a successful rebrand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Deepen your understanding of the competition\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Rebranding isn’t always just about our brand alone. Sometimes, we need to maneuver based on what the competition is doing.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191529\u002Fbranding-guide-63.jpg\" alt=\"A businessperson wearing boxing gloves.\" class=\"wp-image-46534\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191529\u002Fbranding-guide-63.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191529\u002Fbranding-guide-63-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This makes it very important to research and analyze our competition in order to figure out the ways in which they’re succeeding or not.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once we have some solid information about our competitors, we can then use this information to inject ideas and creativity into our own rebrand, increasing the chance of success.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Coordinate everything for consistency\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">An extensive collaboration is a must from all teams for a rebranding to work. Without it, there will be areas where consistency is lacking.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This often goes beyond during the planning phase of the process, too. It’s important to gather feedback in an effective manner from all types of impacted departments. This will give better insight into if everything is fitting together nicely.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, make sure that all potential changes are thoroughly understood and there is a detailed plan that provides structure to all the work about to be done.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Evaluate your brand elements\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Part of rebranding involves changing different brand elements, such as a logo, slogan, jingle, etc. In order to do the rebranding correctly, these elements will sometimes have to be adjusted in order to fit the new core values.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As such, take some time to evaluate these elements and decide whether or not they are still relevant within the new values and mission.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, if your brand decides to create a new tone that represents dark, heavy, aggressiveness, a color scheme of pink, white and yellow might not make a whole lot of sense anymore. This goes the same for all logos and other brand elements.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-13--chapter-13-brand-value-proposition\">Chapter 13 – Brand value proposition\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">There’s a lot to be said about first impressions. One of the most common ideas about first impressions is they are very brief! You get a quick chance to make a good one.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A \u003Ca href=\"\u002Fblog\u002Fbrand-value-proposition\u002F\">brand value proposition\u003C\u002Fa> is similar. It is a message placed on the entry points of a company webpage, designed to inform specific details about the brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191529\u002Fbranding-guide-64.jpg\" alt=\"A brand value proposition model.\" class=\"wp-image-46537\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191529\u002Fbranding-guide-64.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191529\u002Fbranding-guide-64-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This message details why a customer should select your product or service instead of your competitors. It does this by offering what types of problems you’ll solve for the customer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are quite a few benefits of creating a successful brand value proposition, including:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Increases leads and sales\u003C\u002Fli>\u003Cli>Boosts overall focus\u003C\u002Fli>\u003Cli>Creates separation between you and the competition\u003C\u002Fli>\u003Cli>Makes things easier on marketers\u003C\u002Fli>\u003Cli>Structures future projects\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">With so many benefits, it’s clear you should put serious effort into this task. Here are some tips to writing a powerful brand value proposition:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Wording is crucial\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Included in this idea is the length and structure of the wording. Just like with any other time you write, certain lengths are too long or short. Generally, the brand value proposition should be brief yet long enough to include a lot of details.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As far as the content, it should be catchy and creative but simple at the same time. You don’t want to confuse the readers in the slightest, but you don’t want them to be unimpressed – find a happy medium.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, stick to the facts and what you’re truly able to offer. Don’t make it sound like you’re trying too hard to convince the customers. This will turn them off.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Include the most important benefits\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Just because the value proposition is shorter in length, doesn’t mean it can’t be loaded with information.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Jam as many of the benefits and solutions you offer into the proposition, as this is your best shot of getting customers to stick around.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It should be pointed out that there’s not really anything wrong with going a bit longer in the text if you need to. As long as you structure everything correctly so it’s appealing aesthetically, readers shouldn’t have a problem.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Consider your presentation\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The presentation of your statement absolutely matters, and should sync with the rest of the page overall. For example, it should be within the correct color schemes, use the same font, etc.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also take note of the images used in the background or near the value proposition. Even though they’re not technically a part of it, they do add to it (or take away from it). Keep all images as demonstrations of the services.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider adding things like bullet points and other paragraph-shortening methods to make things a bit more snappy and easier to read. This will give the overall feel of the page a much better touch.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-14--chapter-14-brand-equity\">Chapter 14 – Brand equity\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Do you ever wonder why certain brands charge a higher price for similar products? Seems like a strange concept when you think about it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even stranger is the fact that customers willingly pay these higher prices despite knowing full well that the product is essentially the same.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This concept is driven by \u003Ca href=\"\u002Fblog\u002Fbrand-equity\u002F\">brand equity\u003C\u002Fa>, and it’s not going away any time soon, so make sure you’re doing everything you can to increase yours.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand equity in a nutshell is how strongly customers trust a particular brand. This adds measurable value to a company and allows them to price goods and services higher because of the brand name attached to them. The better the consumer perception of a brand, the higher the price can be without losing sales.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"367\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191528\u002Fbranding-guide-65.jpg\" alt=\"People forming a human arrow.\" class=\"wp-image-46540\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191528\u002Fbranding-guide-65.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191528\u002Fbranding-guide-65-450x275.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Brand equity is responsible for numerous positive benefits, some of which are lesser-known. These typically include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>The power to increase prices\u003C\u002Fli>\u003Cli>The potential to keep customers longer\u003C\u002Fli>\u003Cli>Aids expansion into new markets\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">So how do we obtain stronger brand equity to reap these rewards? Here are some key methods:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Uphold brand values\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Brand values give customers a reason to believe in your company, showing them that you truly stand for something. To boost brand equity, we need to maintain these values and show our customers that they extend further than a sale, product or service.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One way to uphold our values is by creating marketing campaigns that showcase our commitment to them. For example, if our brand stands for helping the hungry, we could create slogans that shed light onto this fact.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, you can connect your brand values to the products and services you sell. For example, to show you’re committed to helping the hungry, you could create a new product that isn’t at all wasteful. This helps promote your true values at all times.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Connect with customers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A powerful way to get customers to connect to our brand is by building an authentic relationship with them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We can do this by striking up conversations when possible, through all different mediums. Also, if we’re able to get creative, there’s a good chance we’ll find unique ways to stay connected.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, seeking out ways to increase engagement on things like social media is helpful. Also, adding a personalized touch to a purchase encourages repeat sales.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that customers have different emotions and feelings when they make a purchase from your brand. It’s up to you to guide these feelings toward a positive emotion.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Stand out among competitors\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A large part of brand equity comes from our ability to show why we’re a better fit for the customer than the competition. To best do this, it’s important to evaluate how well our products and services stand out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s also crucial that we handle this process comprehensively, considering the quality and character that our brand and product represent, then adjusting if necessary.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Continually look for new and exciting ways to create separation from the competition while aiming your brand to meet customer requirements.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-15--chapter-15-brand-advocate\">Chapter 15 – Brand advocate\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Imagine a random movie executive you’d never heard of published an article in the newspaper exclaiming that the new superhero movie was the best film of all time and an absolute must-see. It’s possible that this encourages you to go out and watch the movie.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, imagine your best friend tells you that the new superhero movie is the greatest film of all time. Even though your friend might not be a film expert, chances are their recommendation is much more powerful than the newspaper’s.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The above scenario exemplifies how important a \u003Ca href=\"\u002Fblog\u002Fbrand-advocate\u002F\">brand advocate\u003C\u002Fa> can be. They promote an idea without incentives, making their opinion seen as much more valuable to their peers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand advocate spreads the word about a brand through different social media platforms, word-of-mouth and more. They are customers who loved a product and experience so much that they felt obligated to recommend it to others.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"315\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191522\u002Fbranding-guide-68.jpg\" alt=\"A graph of different marketing methods.\" class=\"wp-image-46631\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191522\u002Fbranding-guide-68.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191522\u002Fbranding-guide-68-450x236.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Why are brand advocates so important?\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>They have unlimited marketing potential\u003C\u002Fli>\u003Cli>Their outreach is wide and continues to grow\u003C\u002Fli>\u003Cli>They create more value than most marketing initiatives\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">So how do we find and encourage brand advocates? Here are some helpful methods:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Focus on storytelling\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s easy for customers to connect when they see your brand through a creative lens. This is why storytelling is such an effective way to encourage advocacy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not only does storytelling shift the angle on a brand, it also gives unique insight into what they stand for and how they care about their customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Look for ways to build your own brand story through successful examples, research and data. The more you know about what types of storytelling help a brand, the more in-tune your story will be with customers.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Maintain product quality\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Too often when seeking to create brand advocates we forget some fundamentals about what makes them tick. It’s great to deliver a fantastic experience to customers, but if the product is lagging behind, there’s zero chance they will recommend it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">And it’s not just about the quality, functionality and durability of the product either, though this is obviously important. It extends to how the product connects to specific customer needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, you might have a product that is durable over a long period of time. However, if it is lacking a single specific feature that customers want, the durability won’t matter much. Do your research to make sure you’re offering customers a chance to meet all their needs.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Find your advocates\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One misconception about brand advocates is that their promotion allows brands to reap rewards passively and without any effort or engagement.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Though there is some truth to this, it disregards the potential for amazing growth. By finding out who our advocates are, we’re able to put them to work, so to speak.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, if we find customers willing to rate us highly, share our values and promote our newest products, we can give them the latest information to help them promote us.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So how do we actually find an advocate? One way is through surveys and other communicative connections that reach out to customers. Another way is by using tools such as \u003Ca href=\"https:\u002F\u002Fsparktoro.com\u002F\" target=\"_blank\" rel=\"noopener\">SparkToro\u003C\u002Fa> that comb social media for us to seek out potential advocates.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-16--chapter-16-product-branding\">Chapter 16 – Product branding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Product branding is, first and foremost, helpful and informative. In order to give customers quick insight into a product, it’s branded accordingly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So what is \u003Ca href=\"\u002Fblog\u002Fproduct-branding\u002F\">product branding\u003C\u002Fa>? It’s a type of branding that promotes a product through things like colors, packaging and more. Product branding helps customers understand key factors about the purchase they’re about to make.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Before I break down some of the best ways to brand a product, here are a few reasons why product branding is so valuable:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Guides the customer through a purchase\u003C\u002Fli>\u003Cli>Creates a buffer between brand and company\u003C\u002Fli>\u003Cli>Captures nuanced markets\u003C\u002Fli>\u003Cli>Reduces risks\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">How do we go about achieving these benefits? Here are some strategies:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Study the target market in-depth\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If the main consumers of your product are within a certain age range, you’ll want to adapt branding efforts to target their group specifically.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, other factors such as their ideals are important to be aware of, as it will also dictate how we brand our product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, our research should span both current and potential customers, potentially covering direct competitors and their product branding. Remember that there are times to differentiate and times to follow suit. You’ll make this determination quite a bit as you study competing products.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Create and maintain strong visual components\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The way you present a product to a customer matters. It signals the potential features, utility and quality of a product. This ultimately influences purchases.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of the way products are packaged. You wouldn’t expect a luxury pen to come in a yellow cardboard box. Instead, it would probably be packaged in a rich, wooden box. The manner you’ve packaged the product as well as the color of the packaging is important and helpful to the customer.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190828\u002Fbranding-guide-69.jpg\" alt=\"An infographic on color.\" class=\"wp-image-48761\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190828\u002Fbranding-guide-69.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190828\u002Fbranding-guide-69-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Consider also the font used on the product labels and packaging. What does it relay? Does it signify extremeness? Adventure? Safety? Answer these questions for your customers with an effective visual preparation.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Clarify the product’s justification for existing\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Utility is crucial when branding a product, and just because you know that the product is beneficial and useful, doesn’t mean the customer does.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Determine what it does, what needs it meets and how all of this stands out among similar products. If this information isn’t obvious, try highlighting it in some way or the other.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For some products, justifying it with branding is almost done for the company. Take for example Diet Coke. It’s existence is to provide an alternative cola with no sugar. Remember that not all products will be so straightforward, so be prepared to get creative.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-17--chapter-17-brand-loyalty\">Chapter 17 – Brand loyalty\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Can you imagine how nice it would be if customers favored your brand over competitors, even after the competition did everything in their power to steal the customer away from you?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This scenario is a reality for brands who build their brand loyalty correctly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">Brand loyalty\u003C\u002Fa> is when customers use a specific brand’s service, even as situations change. Brand loyalty creates all types of other branding positives, such as brand advocates.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As mentioned above, brand loyalty creates avid brand advocates. What else does it do? Here’s a list of some potential positives:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Creates separation between your brand and competitors\u003C\u002Fli>\u003Cli>Directly boosts sales and revenue\u003C\u002Fli>\u003Cli>Results in many lifelong customers\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Considering the above advantages, it makes sense to do everything in your power to build brand loyalty. So, how do we go about doing that? Here are some unique methods:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Provide elite customer service\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Usually, a combination of a quality product and good customer service are required to fully build brand loyalty. Chances are that even if a product is perfect, a bad service experience can still have customers running for the hills.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191147\u002Fbranding-guide-70-1.jpg\" alt=\"A chart of customer service.\" class=\"wp-image-46854\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191147\u002Fbranding-guide-70-1.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191147\u002Fbranding-guide-70-1-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Part of understanding how to better serve customers is learning their needs, which change from time to time. Interestingly enough, a lot of customer service is now an interaction between human and machine.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However the formula, ensure that the way you tackle serving the customer will align with their values and keep them happy.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Maintain product quality\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The first thing that likely created some semblance of loyalty for customers to your brand was the quality of your product or services.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Accordingly, it’s going to take a solid effort for this loyalty to both continue and grow. There is some truth to the idea that an inferior product doesn’t matter if enough brand loyalty has already been established. However, this only goes so far.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your services aren’t keeping up with what the customer wants, and on top of this your competitors are, a potential switch to another brand may happen. Go the extra mile to ensure your product delivers the same powerful results it originally did.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Test out different rewards programs\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Believe it or not, once a rewards or loyalty program is put into place, it’s not set in stone. In fact, many successful brands end up dumping their popular programs without much notice.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That isn’t to say you should abuse your loyal customers. However, it does give you the opportunity to try out other programs to see if they would better serve everyone.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When creating these rewards, consider the layout and structure that would keep customers engaged and feeling like they’re involved fully in some type of game or progress. The more they want to ‘play’, the more loyal they become.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Examine consumer trends occasionally\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">What initially created brand loyalty won’t stay the same forever. Consumer habits are dynamic and should be researched as such.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Anyone old enough to remember the video store craze also remembers when the internet made it easier to stream and download films. The higher the quality the streams, the lesser need customers had to spend money at a physical location.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Some brands were able to capitalize on this and adapt, others did not. No matter how much loyalty someone might have had to Blockbuster, they just didn’t deliver the services the customer no wanted, so that was that.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Keep this example in mind as a reminder that no matter how great your service once was, there’s always a possibility it won’t be in the future.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-18--chapter-18-brand-recognition\">Chapter 18 – Brand recognition\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you’ve paid attention to the recent ‘\u003Ca href=\"https:\u002F\u002Fwww.thedrum.com\u002Fopinion\u002F2020\u002F02\u002F18\u002Fthe-best-marketers-will-win-the-streaming-war\" target=\"_blank\" rel=\"noopener\">streaming wars\u003C\u002Fa>’, it is pretty apparent to you that the once-vacant market has exploded and brands are lining up to compete for customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Streaming options are nearly endless now, and it begs the question: which streaming service will be the last one standing?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are a lot of factors that enter into it, but one that stands out in my mind is this: whichever one has the best brand recognition strategies and structures.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-recognition\u002F\">Brand recognition\u003C\u002Fa> occurs if someone is able to identify a particular brand using elements like colors, sounds, logos and packaging. Most importantly, it is truly only brand recognition if the person can recognize the brand without seeing or hearing its name.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So what kind of rewards come along with powerful brand recognition? Here are a few to consider:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Makes your brand stand out in a competitive market\u003C\u002Fli>\u003Cli>Gives brands power of pricing\u003C\u002Fli>\u003Cli>Ensures your brand is tough to ignore\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">It makes sense, then, that you’d want to work towards building a brand recognition that sticks. Fortunately, all it takes is adherence to some basic principles.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Build unique brand visuals\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It goes without saying that it’s hard to stand out when you aren’t unique or different in some way. Aim your brand visuals to adhere to this concept.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, all branded visuals are different. The key here is to be different in a noticeable way. For example, even though Coca-Cola and Pepsi are essentially the same product, their visual elements are extremely different. Just look at their logos:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"582\" height=\"197\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191128\u002Fbranding-guide-73.png\" alt=\"The Pepsi and Coke logos.\" class=\"wp-image-47005\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191128\u002Fbranding-guide-73.png 582w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191128\u002Fbranding-guide-73-450x152.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Also remember that it’s not simply about being different from the competition. There needs to be creative thought into your designs to represent the brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of why certain aspects should be included and why some should not. For example, a square-shaped logo works great for a boxing\u002Fpackaging company. It doesn’t work so well for a pudding company.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When it comes to logos specifically, they need to coincide with your main brand values and ideals in order to be effective.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, logos aren’t the only visual element that aids the increase of brand recognition. Other visible things such as colors, layout structures and fonts are important in this area too.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"385\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191127\u002Fbranding-guide-75.jpg\" alt=\"A color scheme visual graph.\" class=\"wp-image-47009\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191127\u002Fbranding-guide-75.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191127\u002Fbranding-guide-75-450x289.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Color schemes stand out bigtime, sparking brand recognition for nine out of ten customers when used repetitively.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider the ways your colors and visuals make target audiences feel and adjust accordingly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Don’t forget the importance of audio\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There’s a lesser-known concept called audio logos, which are essentially jingles. Though not as memorable or recognizable as visuals, audio has a strong tie to recognition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s also a quickly-growing aspect in technology, being used now in all types of smartphone and other tech devices.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In terms of brands, recognizable audio is everywhere, creating effective links in the minds of customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s easy to get creative with audio, especially thanks to all the new musical developments that came with new technology. Use the many tools available to build a jingle that sticks.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Focus on communication through social media\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s not enough to simply show up to the social media ‘party’ in order to make waves. After creating profiles on sites you feel are essential, take the next step: communication.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"385\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190953\u002Fbranding-guide-74.jpg\" alt=\"Social media brand visual graph.\" class=\"wp-image-47910\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190953\u002Fbranding-guide-74.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190953\u002Fbranding-guide-74-450x289.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The fact of the matter is your brand should be on social media platforms not to get talked to or to talk at people. Instead, it should be there to talk with people. Promote more than a few sales or services with your communications.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This works wonders for your recognition, especially when you’ve been consistent creating profiles, putting branded materials in place.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Build a creative email newsletter\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Part of recognition is repetition, and a consistently-sent email newsletter creates that repetition. This is the case only if the newsletter is creative and worth the customer’s time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are two main factors when it comes to this: headlines and content. If the headline is weak, the customers won’t want to open the email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The next thing to consider is the content. It’s okay to send out mass emails and offer sales, but if the content isn’t somewhat personalized and interesting, it will prevent customers from opening your newsletters in the future.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-19--chapter-19-brand-transparency\">Chapter 19 – Brand transparency\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The concept or brand transparency in the modern landscape seems paradoxical: since it’s so easy to find information these days, every brand is transparent, so how can a brand strive for transparency?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To clear things up, think of it more like this: all brands are transparent by default now. However, some aim to be more available and open, while others attempt to keep their customers in the dark. It’s not so much about what you reveal, it’s about how you reveal it and how often.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-transparency\u002F\">Brand transparency\u003C\u002Fa> is the attempt a brand makes to be genuine and available. It is often a direct result of honesty in the public spotlight.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brands can work to be open and honest about things like their values, services, products, errors and pricing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The following are key ways transparency helps a brand:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Motivates employees\u003C\u002Fli>\u003Cli>Builds customer base\u003C\u002Fli>\u003Cli>Encourages advocacy\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"604\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191119\u002Fbranding-guide-75-1.jpg\" alt=\"A brand transparency chart.\" class=\"wp-image-47121\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191119\u002Fbranding-guide-75-1.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191119\u002Fbranding-guide-75-1-450x265.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191119\u002Fbranding-guide-75-1-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Building transparency is a process that requires a lot of maintenance, evaluation and strategy. Here are some strategies that will put you on the right path:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Widen your communicative reach\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A large part of transparency is the extent of communication a brand participates in. In order to meet this requirement, it’s important to branch out the different ways in which you talk to audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">First, evaluate where you’re mostly coming into contact with target audiences. Then check to see if you’re missing a trendy new spot, website or social media site.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"649\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191118\u002Fbranding-guide-76.jpg\" alt=\"A consumer reactions social media graph.\" class=\"wp-image-47124\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191118\u002Fbranding-guide-76.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191118\u002Fbranding-guide-76-450x285.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191118\u002Fbranding-guide-76-768x487.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Next, make sure the conversations you’re having are honest, genuine and personal. No one is going to see you as authentic if you respond using an automated, cookie-cutter message.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Enhance your feedback systems\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Improving on your current feedback systems has two benefits: it allows you to stay in-tune with customer needs and complaints, and it helps customers feel more heard, which boosts your overall transparency.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So how do we go about accomplishing this? One way is to examine the structure we have in place for feedback. Are we available on a bunch of different platforms?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, consider how we’re responding to feedback, both positive and negative. Customers want to be heard and acknowledged. If we ignore negative comments, chances are others will see this and believe we only want to hear positive remarks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of the ways to be genuine and honest in all of our feedback mediums. It will certainly make the brand appear to be much more transparent.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Admit faults when needed\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>It’s okay to make mistakes\u003C\u002Fstrong> – every brand does. What matters is the response afterward. If it’s covered up, things get worse, especially today with all the access to information available.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We can’t necessarily try to fix everything, but the honesty we show when necessary gives our target audience a reason to believe that we’re unsatisfied with an error and are doing everything possible to make it right.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This doesn’t mean that you have to address every little minor error, but you should consider what types of things require a public announcement to correct and make sure you make one.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Adjust your brand persona\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Finally, consider the ways in which customers see our brand in all types of situations. If we were human, how would they interact with us?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This has a lot to do with trust. The more \u003Cem>human characteristics\u003C\u002Fem> our brand shows, the more we’ll be \u003Cem>trusted\u003C\u002Fem>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So what kind of persona should we try to build? It really comes down to what we expect the target market to want. For example, a skateboarding brand would likely build a youthful persona that isn’t too serious.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-20--chapter-20-brand-compliance\">Chapter 20 – Brand compliance\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If you’re an avid TV show fan, chances are you were one of the 19.3 million people who watched the series finale of Game of Thrones.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of those 19.3 million viewers, zero of them knew the ending beforehand. In today’s age of connectedness and instantaneous information, that may seem difficult to believe.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, it is because the production teams went to great lengths, working together to ensure the details were well-protected.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-compliance\u002F\">Brand compliance\u003C\u002Fa> is a similar concept. Different departments have to come together and all be on board to ensure the branding doesn’t get ‘spoiled’.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand compliance is one of the key elements in the pursuit of brand consistency. In fact, if upheld at all times, there are many benefits which comes as a result, including:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Increased revenue\u003C\u002Fli>\u003Cli>Reduced branding mishaps\u003C\u002Fli>\u003Cli>Strengthened communication\u003C\u002Fli>\u003Cli>Brand consistency\u003C\u002Fli>\u003Cli>Heightened brand loyalty\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">So, how do we go about being compliant? Typically, it involves staying on-point with messaging, upholding brand values at all times and maintaining visual elements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With that in mind, you’ll want to follow a structure and strategy designed to uphold compliance at all times. Here are some unique methods to help you reach these goals.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Evaluate your current branding guidelines\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First things first: you’ll want to build a set of branding guidelines that aims to keep everything consistent.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you’ve already created branding guidelines, that’s great, but they should still be evaluated every now and then to keep up with potential value changes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider if your guidelines are bringing consistency across all channels. If not, locate the places where there is disconnect and brainstorm creative ways to fix it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191059\u002Fbranding-guide-77.jpg\" alt=\"A compliance graph.\" class=\"wp-image-47331\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191059\u002Fbranding-guide-77.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19191059\u002Fbranding-guide-77-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Seek out materials from the latest projects and campaigns to see if everything is meeting branding standards. If it’s not, update the guidelines accordingly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Assign a team to lead compliance efforts\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">For whatever reason, companies see the value of having managers and overseers for numerous different tasks and goals, but when it comes to brand compliance, they often don’t see the need.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Don’t fall victim to this misstep. Make sure that there is a dedicated team or department that is in charge of compliance standards.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This may take a little bit of time and effort to get set up, since you want this team to be well-versed in all the values and other elements of your brand. You’ll also need to instruct them of their overall goals and tasks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, make sure they have at least a little bit of oversight. This will ensure everything runs smoothly for all involved.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Examine branding in products and services\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Our values, ideals and mission generally stays the same for long periods of time. This is because when we set these values, they’re important to us and unlikely to change on a whim.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, the products and services we produce change quite a bit. Even if the change is a slight adjustment, it still runs the risk of going a bit off brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Because of how small of changes the products face, it’s easy to miss a compliance error. That’s why a periodic check ensures consistency.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With every new update, consider if the service still represents the brand values that customers have grown to love.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-21--chapter-21-brand-differentiation\">Chapter 21 – Brand differentiation\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Since the late 1800s, automobiles have pushed the boundaries of transportation. Car companies, as a result, have seeked ways to stand out from the pack.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Despite this, none really do. The average customer, in fact, doesn’t find a whole lot of differences from Brand A to Brand B when it comes to automobiles.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, Tesla changed all that. They not only committed to creating high-performance electric vehicles, but they also have redefined what car companies do.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, in 2018, they sent one of their Tesla cars into space. It even orbited Mars!\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">brand differentiation\u003C\u002Fa> in action. Many believe that if they just alter a product or marketing campaign slightly, they’ll stand out. It just doesn’t work that way too often.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Chances are, the ones who truly stand out took a big chance, and this chance was driven by an understanding of brand differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are a few main elements that help differentiation along:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Storytelling\u003C\u002Fli>\u003Cli>Values\u003C\u002Fli>\u003Cli>Luxury\u003C\u002Fli>\u003Cli>Personas\u003C\u002Fli>\u003Cli>Experiences\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">In order to achieve genuine differentiation, you’ll need some concrete strategies. Here are a few that will drive home the differences you desire:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Thrive to make great stories\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">People overwhelmingly love stories in all mediums. Even popular songs come in the form of stories.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, brands are finding that a good way to show they’re unique is to tell the tales of how they came to exist. In these stories, they outline the amazing issues they faced and the ways they took it upon themselves to overcome all odds to succeed.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A good brand story also humanizes a brand and makes it easier for customers to connect to it. This in turn produces loyalty that would usually be reserved for other methods.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Ultimately, you want the story to reach out and touch the audience in some way, emotionally, and let them see that there is more to their relationship with the brand than simply buying and selling.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Focus on a unique market section\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Sometimes, focusing on a smaller section of the market is something brands choose to do. Other times, it’s out of necessity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Why is it a necessity? If you’re unable to compete with bigger brands in the current market, switching to a smaller market isn’t really a choice – it’s mandatory to survive.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also keep in mind that this change can expand your customer demographics beyond what you originally intended or thought was even possible.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The point is, even if you don’t have as many customers, you want a certain few who are advocates and who will remain loyal.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Provide exciting experiences\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">When there are two brands with nearly identical products, services and values, the only way for one of them to differentiate from the other is by creating amazing brand experiences.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190930\u002Fbranding-guide-102.jpg\" alt=\"A brand experience graph.\" class=\"wp-image-48165\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190930\u002Fbranding-guide-102.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190930\u002Fbranding-guide-102-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A common misconception about experiences is that they have to be a groundbreaking ordeal. That’s not the case, as many brand experiences that are memorable tend to be quite subtle and simple.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Coca-Cola’s ‘Share a Coke’ campaign is a good example of this. Coke didn’t have to hold an extravagant event or launch one of their beverages into space with a rocket to create a memorable experience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, they simply personalized and humanized the idea of buying their product by including different names on bottles so that customers could buy drinks for their friends and family in a personal, thoughtful way.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Get creative with your marketing\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">All too often, marketers try to get creative but end up making something that is essentially the same as what competing brands came up with. It may be different, but it elicits the same emotional feel from the audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Furthermore, marketing campaigns sometimes go too far in their attempt to differentiate, leaving them with something too extreme or unusual for audiences to enjoy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The key then is finding a good balance between the same old stuff and the extreme. This requires a combination of research, creativity and good judgment.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You’ll have to shake up the norms of marketing, but do so in a way that engages audiences and sustains this engagement. Don’t just shock them and expect them to be impressed.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Relay your authority when possible\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One thing that truly helps a brand stand out among competitors is expertise. Showing a strong authority on subjects makes it easier for a customer to choose your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, there are a lot of ways to show authority. Remember, of course, that in order to show it, you need to have it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">PR is an effective method to get the word out that you know what you’re doing. Consider the different outlets you could utilize to show audiences what you’re made of.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another thing that brands often try is guest-blogging. When you find a notable blog, consider writing a piece for them to build your audience and show expertise.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-22--chapter-22-brand-dilution\">Chapter 22 – Brand dilution\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Trying to do too many things at one time gives you firsthand insight into the problem with spreading yourself too thin.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even if done successfully (shaving in the car while driving, homework while watching television, etc.), it’s still possible that you’ve watered down the quality of the task completed.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When it comes to brands, dilution is a legitimate issue that all too often they’re unprepared for.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-dilution\u002F\">Brand dilution\u003C\u002Fa> is when a brand attempts to corner a new market or release a product that doesn’t fit what they’ve done in the past. Even if it’s a success financially, it can water down the brand and change its image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand dilution occurs whenever a company makes a new product that doesn’t fit their expertise or values. Think of it like a mistake that makes someone look inexperienced, or a phrase that makes a person seem uninformed, despite having shown themselves knowledgeable in the past.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best thing you can do to avoid brand dilution is stick with what you’re good at. If a brand makes great technology gear, it would be strange if they attempted to launch a new food product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are two contrasting examples, one of a brand who fell victim to dilution, the other of a brand who did it right.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Brands who did it wrong\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The following brands changed things up for the worse, watering down their brand. Don’t forget that it’s possible for a new product, service or decision to be successful while still diluting the brand.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">1. Harley Davidson\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Harley Davidson has been great at sticking to what they do best, keeping their loyal customers happy and staying true to their values. Unfortunately, this briefly faltered when they attempted to enter the cologne\u002Fperfume market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Harley Davidson Perfume, which came in a rough and tumble type of packaging, was so far off of what the Harley brand is about.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They sell an idea as well as motorcycles, and this idea wasn’t really bolstered at all by perfume.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">2. Michael Jordan\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Michael Jordan has become a worldwide phenomena, with his logo appearing on just about every piece of basketball gear worn still today.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190930\u002Fbranding-guide-103.jpg\" alt=\"Michael Jordan in a baseball jersey.\" class=\"wp-image-48167\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190930\u002Fbranding-guide-103.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19190930\u002Fbranding-guide-103-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">However, there was a brief time that he made a costly error to his brand. When he left the sport of basketball, which he dominated at, to play baseball, his brand took a serious hit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There was some initial buzz about the decision, but the performance level wasn’t nearly the same as when he was in his true calling – basketball.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Brands who did it right\u003C\u002Fh3>\u003Ch4 class=\"wp-block-heading\">1. Apple\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">As we see time and time again, the best way to avoid spreading yourself too thin is sticking to what you’re good at. Even if it’s different, it can still be similar.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With Apple, their iPod was similar to what they already did, only different. That’s why it was so successful – Apple used their talents to create something magnificent.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not only was the iPod a success, but it also built upon Apple’s brand image as a technology juggernaut who was capable of versatility.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">2. Taco Bell\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Taco Bell has shown they’re willing to mix things up in terms of products and store renovations. To avoid brand dilution, they’ve generally partnered up with other brands to get new products right.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, the Doritos Locos Taco and the Mountain Dew Baja Blast are both huge successes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They’ve had successful brand extensions, as well, including the Taco Bell Taco Sauce, a bottle made for retail consumption. The reason it worked is it didn’t stray too far from their talents.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-23--conclusion\">Conclusion\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Your brand is unique in many ways, but no one will really appreciate that fact if you aren’t effectively branding.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The above concepts provide a solid foundation to the all-important branding processes you’ll engage in. Remember that the more you familiarize with each of these strategies, the more effective your branding efforts will become.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, remain focused on branding as much as possible for sustained success.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_branding_guide\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",60,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F11\u002F19194726\u002Fbranding-guide-5.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F11\u002F19194726\u002Fbranding-guide-5-450x300.jpg","A hand placing blocks about brand on top of each other.",533,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190027\u002Fbrand-extensions-15-450x263.jpg",52374,"brand-extensions","Brand extension strategy: 7 examples of what works (and what doesn’t)","Explore successful and failed brand extensions from top brands like Harley-Davidson and Tide. Learn the keys to expanding your brand effectively with these real-world examples!","\u002Fblog\u002Fbrand-extensions\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F11\u002F19194918\u002Fbranding-strategy-2-450x300.jpg",9773,"branding-strategy","Branding strategy: Definition, process, and elements","When was the last time you evaluated your branding strategy? Did it meet expectations? Chances are, you need to rework it. This guide will help.","\u002Fblog\u002Fbranding-strategy\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190612\u002Fmillennial-branding-9-450x263.jpg",41982,"millennial-branding","Adapting to change: Secrets of millennial branding","When it comes to millennial branding, you cannot fake it ‘til you make it. Your efforts have to adapt to an aging group. Here’s how to get it right.","\u002Fblog\u002Fmillennial-branding\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789448500374]