Approach your brand development by understanding that you want your brand to be, not just the product you sell, the service you offer, or the ideas that you cultivate, but you want your identity to permeate everything you do. Like a golden thread running through every structure you build, activity you engage in or space you inhabit. It will also ultimately inform all of your creative marketing solutions. Having everything you do speak the same language will help the public have a clear picture of your brand character, if your brand was a person, of who that person really is.
When communicating your brand think of a person who you want to model your vision and values after. Everything that makes a person who they are, every aspect of their personality, how they conduct themselves in certain situations can all be translated to YOUR brand personality. Just because you are a brand does not mean you cannot embody the characteristics that are admirable in any human being, as well perfectly communicate your brand message. What are your brand pesonalities? Are you a trusted confidant, or an adventurous friend? Are you crisp and clean or fluid and smooth? Is your font strong and bold, or delicate and italic? All of these characteristics must be concrete in your mind.
These attributes are not only essential to brand development, but will be the reason that people keep coming back to your brand, some consumers won’t even be able to put it into words, they’ll just know that you have that little something that they feel connected to. You, however, have to know exactly what that is. Work from the inside out and articulate your “why”, the reason you do what it is that you do, and after that build your brand and your business up from there. Always remember to keep consistent, this vision and these values must be a constant through line tying all of your communications and interactions together.
Make sure your heart is in every choice you make, as well as tapping deep into your creative well. Each campaign must be more unique than the last. No matter how pure your intentions might be, yes, your audience will always see your true message shine through, but they can lose interest if they feel that you are not making an effort to engage with them. At the end of the day we are all searching for connection, and no matter how wise your wise friend is, if they don’t pick up that phone and reach out, it is very possible that the relationship could stagnate. The service provider weFix has integrated the importance of a human touch right into their company culture and this is an invaluable part of their brand development. Customers see and feel their authenticity though interaction with the brand; this leads to the building personal relationships between themselves and their clients.
Once your customers feel truly connected to your brand and a feeling of loyalty has been established, it is important to keep that following while simultaneously increasing your reach. There are various ways of activating your brand to encourage interaction, such as using your brand integrations to tell a story and begin a journey of discovery and development. So long as you keep your consistency in mind and make sure there is true heart in all you do. By doing this you will see that no matter what creative journeys that your brain leads you on, the core values of your brand will always be honestly represented.
The journey of brand development will be a winding one. You will be picking up more and lovers of your brand along the way will be a long one, full of many obstacles and even more exciting adventures. So, flexibility is so important. Because as times change, you need to change with them. The way people communicate with each other, trends in transport and consumption, all require your vigilant attention. Being dynamic doesn’t mean losing your heart or ignoring you brain – remember our most ancient and basic survival instinct is fight or flight, no heart or brain involved in that, just run, or battle.
Of course, as a brand you don’t want to be merely surviving, strength and adaptability are traits you definitely want to cultivate. Realistically speaking competition is everywhere and in everything you do your consistency and creativity are at the forefront but carrying all that weight is the body that you have conditioned to withstand any obstacle, your ability to bob and weave past any opponent. Your brand has so much more potential to achieve great things if you keep an ear to the ground and be ready to adapt to any changes and get out in front of new and emerging platforms.
However, anticipating curveballs will always be challenging. And listening to the war-stories of those who came before may not always be relevant to your own journey. That’s why you need Super Squad of custom brand builders on your side. Whaam Concepts is a team of Brand Engagement Architects. We have unique powers and abilities that can help you reach your brand development goals. We make sure we know your brand as well as you do and are ready to take you on a journey of that place your brand, along with its ideals and values, firmly in the forefront of the minds and hearts of the public.
The process of brand development is all about searching deep and asking questions. But once you find what you are looking for, these answers do not necessarily have to be in a catchphrase at the bottom of each advertisement, thought putting who you are into words never hurts. Having a motto that you live by is important, but your image must speak louder than any words you use ever will.
Your core brand message must radiate out of everything that your brand does. From the little details like the company letterhead, to the often forgotten aspects of the business like office layout and furniture – yes, your commercial headquarters must speak to your brand as well. Everything about the environment that a business is run out of must inspire people to call themselves more than just employees, but ambassadors for the brand. And of course, this message must carry through to any activations or exhibitions you might do and of course in all your broadcast and social media. Be it in your marketing experiences, retail environments, commercial interiors, or your multiple digital channels and content production efforts, for the public to see this consistency in everything you do will cement in a consumer’s mind even more confidence in your brand and it the values at its heart.
It is truly thrilling to know exactly who you are, because then, like water, you will be able to fit into every different type of container without losing your core composition, not matter the environment your brand finds itself it, it will always remain true to its heart. As long as you have the roots of your brand firmly planted in the soil of your brand development, your branches can reach anywhere, you can try new things. For example, if you are a paint brand no one would think of an activation from you that involves food. But if your menu and your packaging corresponded to your signature colours, it would be a bold decision that surely create lots of buzz. Though not a paint brand, Pantone did exactly that, and along with other brands have seen lots of success in taking a chance on such out of the box thinking for their campaigns.
Whaam Concepts believes that when brand development is done right, engagement opportunities will arise through and the opportunity for complete brand communication must be seized with enthusiasm. Whether it is translated through a full retail revamp or a brand centred exhibition display. The Whaam Concepts SuperTeam will go out of our way to ensure that the messages you wish to convey through your brand will be communicated across all of its platforms. Whaam is ready to take your brand on a journey, first establishing a firm brand development playbook and then using that playbook to create unconventional environments where everyone involved with your brand can come to together to connect through a unique experience.
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