Building a Brand Identity - 5 key elements

Often small and medium size businesses that create a new product or service tend to go directly to the market, while skipping the important task of designing a brand identity. This is a huge mistake and that can be easily avoided.

The brand identity of your product or service is the touchstone of its global brand campaign. The identity of the brand ensures a high level of consistency in all aspects of your brand campaign, including: messaging you choose for your ad campaigns, the logo is created, and even how to decorate your office.

Considering the following 5 key elements will ensure an air tight, the identity of the winning logo:

Determine your competitive landscape: the competitive set is the industry specific niche in which you compete. In order to sharply define your brand, you should take a careful look around those with whom they will compete and define the arena in which they operate.

Create a well-defined Value Proposition: Your value proposition is 1 or 2 sentences that clearly describe why customers should buy from you. In other words, what value do you offer? Why should they choose over your competitor? A good value proposition statement shows you really know the business and customer base.

The identity of its key differentiators: Your product or service must stand out from the pack in some way to succeed in the market. How does your offer stand out? Put together 4-5 traits that differentiate the product or service from the competition.

Articulate a clear customer promise: What is the one thing that customers can expect every time you interact with your company? It's a friendly smile? Guaranteed lowest rates? Have someone available to talk with 24/7/365? If so, make sure to articulate this promise. And, absolutely sure is expressed on it, each time.

Outline the main Dimension value judgment: Finally, you must be realistic about where you will put others in your niche global market what I call your main ranking value dimension. Not all 5-star hotel offers quality of hotel service, but again every 5-star hotel rates rates: hotel: service quality and price are tradeoffs classics. Your company will be able to further define your brand when you can accurately assess where the brand is from the set's overall competitive position in your market niche in terms of these dimensions: low price, first-to-market prestige, the duration, the appeal of luxury, ergonomics / ease of use, cool factor, pre-sales service, quality shopping experience, post-sales support, and functionality / features. Position your company in terms of each of these dimensions of value as follows: Top 1%, more than 10%, Top Bottom 50% to 10%, less than 1% .......