Branding is the Art & the Science of Creating Perceptions

Hayk Z. A. CEO of ZAR.INK/Director of Training and Development at NMR

From your company name, slogan to your employee's business cards, marketing, sales materials to your social media pages and your website you create impressions, opinions and ultimately perceptions about your company, your products, and services. Every interaction with potential and existing customers, every point of communication, every letter, every email, every marketing event is an opportunity for you to create and reinforce your company’s image as a perception in the minds of your potential and existing customers.

It is considered a great practice to create brand identity manual for internal use, which becomes the foundation for the corporate culture manual. Brand identity manual describes the essence of the brand, meaning of the name, logo, reasons for color choices, corporate personality traits, acceptable perceptions and how to use cultural expressions to create and manage these perceptions, and much more.

This is not to be mistaken with brand identity guidelines, which is used for internal and external purposes. Brand identity guideline is part of the brand identity manual, and it focuses on technical aspects of the brand expressions. These are fonts to be used in relations with the brand, acceptable logo sizes and color specifications. It is unwise for companies to rush and develop poorly executed creative content without a clear understanding of brand positioning in the marketplace, and what the overall perception should be projected out.

This is why brand strategy is very critical, especially in the age of technology and information. The brand strategy defines what your company stands for, the personality it conveys, and the key messages it communicates directly, indirectly and most important clearly in all forms communications. Brand identity manual helps the company to create all their marketing plans, strategies and messaging for maximum emotional impact and strong connections. In reality, brand image is the "marketing master key" which helps to unlock the doors of different niche markets. 

The brand is an asset. 

Business is as strong as its brand, and nothing else offers more leverage to an organization to be the leader in their category or subcategory than a strong brand identity and recognition. On an average day, consumers are exposed to six thousand advertisements and, each year, to more than twenty-five thousand new products. Strong brand identity helps to cut through the proliferation of choices available to the consumers in every product and service category.

Brand Analyses

Brand analyses consist of complex analytical processes. Analyses of brand identity design, positioning, strategic scenarios, development, employee alignment, go to market planning, media implementation and much more.

Brand Strategic Plan

The effective brand strategy provides a central, unifying idea, which helps to drive all proper behavior and communications. It works across products, services, and programs, and is effective over longer time. The best brand strategies are so differentiated and powerful that they deflect the competition. They’re easy to talk about, whether you are the CEO, an employee or the customer.

Strategic Brand Identity

The brand is an asset. In today's reality brands are as tangible as tangible gets. Through brand identity, the name, the logo, the messages, website, and the product looks brands get to creates impressions and perceptions in consumers minds.

Strategic Brand Asset Systems

Being tangible assets especially in the digital realm, brand identity appeals to our senses. You can see it, touch it, hold it, hear it, and move it. Strategic brand assets fuel recognition, amplify differentiation, trigger emotions and thus help new, big ideas and meaning be accessible. Strategic brand asset systems take disparate elements and join them into a whole, cohesive systems.

Strategic Brand Communication Systems

Strategic brand communication systems consist of groups of strategic brand asset systemsEvery brand touch point between the brand and the consumers is an opportunity to increase brand awareness and build customer loyalty.

Thanks for reading...

Z.

Contact Hayk[hike] at ZAR.INK for customized group training programs, one-on-one executive coaching or consulting. 

 

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