When defining your brand, you’re ultimately defining your identity. Your brand is your story, your first point of contact with your audiences and the single biggest factor in audience perception. No successful brand stops on the surface; it’s a well thought-out strategic expression of inner values and external attributes, blended into clear, unified communication.
So, does your brand stack up? It’s a difficult question, examining how those on the outside might view your branding efforts and how well they understand what you’re attempting to convey. When looking to examine your own brand, here are some questions to consider:
What is my brand’s primary focus?
When you examine your brand at a glance, what is the most intense, apparent message you first take in? If that message doesn’t exactly fit with your strategy, a re-adjustment is needed. By maintaining a clear view on the most intense focus of your brand, you be able to assess the rest of your brand with a clear view.
Does my view of the brand match our communications?
Both internally and externally, your communications efforts are also branding efforts. Every time you communicate, your message goes beyond the subject at hand, a consistent tone is a reflection of your brand. With this in mind, it might be helpful to re-examine your communications and consider how to make brand elements more present across multiple channels.
How does my brand visually and verbally portray my values?
For any brand, all elements point toward one centralized goal: portraying your values in the most real possible sense. If you look at your brand and don’t immediately get the core essence of what you want to convey, your brand does not have the focus it needs to succeed as much as you want it to. Consider the elements that you deem essential for audiences to understand your company, and you will have a firm launching point for shifting your branding elements for the better.
Do I know what consumers are saying about my brand?
As clear as branding might be to those on the inside who created it, the true test is if it resonates with audiences. Unless you’ve heard feedback from individuals with no prior knowledge of your brand objectives, it’s possible to run into miscommunications that could hamper your ability to grow and be perceived in your most desired manner. Branding is communication, which involves listening as well as speaking.
At Matchbook, we view branding through an individualized perspective. Discovering the intrinsic values of an organization, and working to ensure that messaging can create that reality both internally and externally, is a different challenge in each client. Our passion lies in realizing brand potential, and we place an emphasis on partnering with clients in order to take brands to the next level. If after asking these questions you realize that your brand could improve, contact us to find how your presence in the marketplace can further evolve.