One of the first step for any digital marketer is to first understand their company’s or client’s brand identity.
What is brand identity? Simply put, your brand identity is how your brand looks, feels, and speaks to people. Many marketing campaigns have failed due to marketers having amazing ideas for campaigns which did not align with the brand itself.
So, before your mind start racing with all those amazing ideas that I’m sure you have, the first step of any marketing campaign, strategy, or advertising campaign, is to first understand the brand.
1. How does a particular brand stand out? For e.g., what key components from a particular brand can you use to make the brand easily identifiable online.
2. Who is the target audience?
3. How do you or the company want the brand to be perceived?
4. How is the brand currently being perceived by its target audience?
5. What is the brands personality? It is serious, fun, bold?
6. What is the brands value proposition?
7. What are the brands 3 major selling points?
8. What Typography is to be used?
9. What is the color pallet?
The questions above are just an example what you would need to understand about a particular brand before developing any campaign or strategy. These questions usually have different answers based on whether you are building a new brand or taking over the marketing of an existing one.
Everything you create reflects your brand. To create a memorable brand, you need to be consistent in everything that you create, from your website to your social media, print media and even your company culture attributes to your brand identity and creating an amazing brand experience for the company’s clients.
What Makes a Good Brand?
A good brand has a clear focus, strong visuals, knows its target audience and is easily recognizable.
If you would like to conduct a brand audit to get a better understanding of your company’s or your client’s brand, you can easily download a brand audit template for free from https://www.smartsheet.com/content/brand-audit-templates. These templates can help answer the right type of questions to understand a company’s brand for both new and existing brands.
The next step is to identify your target audience. We will discuss this in the next issue as well as some free tools that you can use and understanding the difference between a target market and a target audience. Remember to subscribe to my LinkedIn Newsletter.
