How to Craft an Effective Brand
Written by Latoya Burris | Edited by Ellice Peck
My opinions and thoughts on branding are not original; they are a compilation of concepts and proven tactics by brand strategy masters. A master storyteller and idol of mine, Marty Neumeier, defines a brand as “… a person’s gut feeling about a product, service or organization.” Therefore, what I hope to offer is insight and clarity into what branding is, how it impacts every day life, and how to create an effective brand.
“A brand is a person’s gut feeling about a product, service or organization.”
What does branding mean to me? Branding is a functional organization of the cultivation of your product or organization’s reputation that is then applied to multiple touch points and experiences for the end user. Now, I’m not going to ramble on and on about the definition of branding because I think at this point you may have a pretty clear understanding of what it is. However if things are still unclear, then let’s go further.
Nothing works better than an example.
Now, let’s take a look at Nike. Many of you may be surprised to hear this, but in 1964, Nike wasn’t the global shoe juggernaut that it is today. It takes an effective strategy and unique brand positioning to dominate a market. It takes more than knowing what the consumer thinks about the brand to make it successful. Therefore, what do most people think of Nike? Nigel Ng, a student studying business in Singapore says “[Nike has great] quality, design, comfort and not to mention constant innovation to keep things fresh. Collaboration with other big brands also makes them so appealing!”
What people think and say about the Nike brand.
• Great Quality
• Great Design
• Great Comfort
• Fresh
• Innovative
Therefore, in order for Nike to build the reputation that it has today, it had to:
Create a product that competes and stands out amongst competitors.
Meet an unique need and position.
Resonate with its audience on an emotional level.
In 2019, Nike shook up Twitter with their ‘Dream Crazy’ campaign featuring the controversial Colin Kaepernick. Nike aligned themselves with an athlete who was being mistreated through displaying empathy for his cause. Altogether, this is how Nike has maintained an effective and consistent grip on how a brand can dominate a market by being real and consistent.
Image Above: ‘Dream Crazy’ billboard by Wieden & Kennedy Portland
How can you craft an effective brand?
It takes research, strategy and execution. I’m always surprised when clients come to me and don’t know anything about the market they are entering or their target audience.
Here are a few first steps that I recommend you take:
Research your audience and competitors.
Develop a personality and hone it.
Choose a business name.
Write a unique positioning statement.
Choose the look of your brand (colors and font) and the voice (words, tone, personality).
Hire a professional designer to work with you to create your brand identity.
Create a brand system that can evolve with your business.
For more information on crafting an effective brand please contact me directly or check out these articles below that inspired my post.