A brand identity goes beyond a logo or slogan, pretty colors and interesting font. Something underlying all that makes branding compelling. Branding can make your product or service stand apart from and above the others.
Branding defines you; your values and strengths. It makes you different from your competitors. That’s very important in this fast-paced, competitive economy. And it’s becoming more so. Especially by using social media to get your company out there.
Find a unique benefit or niche
Perhaps you’re more affordable or more convenient than your competitors. Maybe your product has features the others don't. Maybe you’re faster. Find that something. And build a brand around it:
Early advertisements for FedEx have always branded the company as the faster delivery service.
After shaping the perception of your brand within a niche market, different features and improvements can follow. These can then serve to enlarge your market:
Nike started as a company just selling athletic shoes. It was no different from any other. Then ‘Just Do It’ hit. That slogan is easily translated to environments that have nothing to do with sports. This very translation made it easy for ordinary people to take up sports.
This branding then created a market for athletic equipment as a consumer good.
What makes you better? Or different? Are you the first? Or the first to stake a claim?
Written by Marie Nelson for Mijo! Brands of Mexico.
Click here to read more about current trends.
