Brand Strategy + Verbal Identity, Visual Identity
The brand strategy plays a key role in the success of your business. It helps you to know what kind of business you want to develop and how to position yourself on the market. It is a roadmap that will help you to find your way.
Brand Strategy
Define your brand strategy and goals. Your brand strategy is the set of rules that defines how your company or product will communicate with your customers and prospects. A strategy helps you achieve the objectives of your marketing campaign or business plan. In other words, it helps you achieve a goal. You can use a strategy to set up your marketing program.
Brand Verbal Identity:
A brand’s verbal identity is most often overlooked or misworked. We often see the generic voice, tone, messaging, positioning approach that basically repeats what everyone seems to be doing. That’s not the way to do it. You must dig deeper.
Use verbal and visual elements to convey a message that’s bold and unapologetic. Alliteration and active verbs make messages all the more memorable.
No, every brand doesn’t need to be “loud,” but whatever you decide to be, commit to it.
A legit verbal identity should:
- Make you feel something
- Aligns with your visual identity
- Be consistent across all brand marketing touchpoints
- Make your brand easy to remember
So remember that it’s not about jumbling a bunch of fancy fluff words together. It’s about thinking through the brand verbal identity as the user and thinking about what they want to know about the brand. A good way to thinking about it is to shift the thought-process over to a personal question as if you were the brand “who am I”, “what do I want to be remembered for”… direct and emotional questions like these will help trigger a more authentic response.
Please drop these words and never use them ever again. They have been overused and lost total meaning.
- Warm
- Friendly
- Empathetic
- Transparent
- Innovative
- Honest
- Bold
- Authentic
Thinking farther on how you want to impact the reader. Reusing these words will make you blend with the masses, nothing more nothing less.
Brand Visual Identity:
A visual identity system is the set of visual elements that make up a company’s brand identity. It is the image a company presents to consumers. The visual identity system is a combination of a logo, color, typeface, and visuals that can be used in a variety of ways. The visual identity system should be cohesive and should be easy to understand for various stakeholders.
How to build a visual identity system that works?
First of all, it is important to identify the brand’s vision, purpose and values. With these three items, the brand’s personality can be defined. The brand’s personality defines the overall tone of voice and the visual identity. It is important to define the brand personality and visual identity in a way that they are completely integrated and create a unique visual identity. After defining the brand’s personality, it is important to define the brand’s values, attributes and goals. The brand’s values and attributes are the basic elements of the visual identity system. The values define the visual identity system and the attributes define the visual identity system. In addition, the brand’s goals and the market determine the visual identity and the tone of voice. The goals and market of the brand determine the tone of voice and the visual identity.
Brand Marketing Touchpoints
If you’ve ever wondered why some brands stand out from the crowd, it’s not just down to their marketing campaigns. It’s also because they have created a memorable brand touchpoint. But what exactly is a brand touchpoint? A brand touchpoint is any way that a brand is perceived or interacted with. Essentially, it’s how your audience experiences your brand. You can get your customers to connect with your brand at any stage in the buying cycle.
A brand touchpoint is a point of contact with a customer or potential customer. The touchpoint may occur in person, through TV or radio advertising, or through any of the many other ways a business interacts with its customers.
Brand Fluidity & Expansion
Your brand should never be static. Just like the market, the brand should evolve following certain key metrics as a guiding point. While the core of the brand architecture should remain pretty tightly conserved at all times, the graphical elements, the tonality and the photography/imagery can be more fluid.
Every brand is an experience; it’s a representation of how an organization hopes its audiences will perceive it. A brand can tell this story more effectively by being consistent, which also makes it more recognizable and marketable. However, brands must change because staying the same or being rigid stifles innovation, creativity, functionality, and personality. A brand that is consistently the same will appear to be easily recognizable BUT on the downside, it is also getting lost in the masses as the brain will subconsciously skip over it because of its familiarity. There won’t be any sense of curiosity or intrigue to trigger the brain to take action.
The golden standard is when a brand figures out a way to evolve whilst retaining its key identity recognizable factors. This is done by a consistent and fair level of change over a period of time. Abrupt changes will confuse the user. Recognizable brands come from the perfect balance of boldness and consistency.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English.
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