You have probably thought of the various ways you can define a brand. The definition itself is often improved upon daily by various scholars and thought-leaders due to the various things that are often mixed with the term on a regular basis. An article by Heather Akeberg defines a brand as a mix of values, promises, and identifiers that are communicated both visually and textually. It further states that a brand also includes unspoken and unseen things, like emotions, desires, and self-image. So if a brand can be described in such manner, then there must be some key elements to note when trying to develop a brand. Below, I have described five key elements that should always be put into consideration.
1. Brand Identity: A brand Identity is a way people recognize the brand. What are the things that people use to recognize your brand? This often includes logos and visual identities such as colors, trademarks and so on. For example, Nike’s brand identity is its swoosh logo and the phrase that often sometimes accompanies it, “Just Do It.”
2. Brand Positioning: It often refers to the way a brand is positioned in the market. What segment of the market is your brand targeting? Is it for females or strictly a kids product? Is it targeted at men between 25 and 40 or is it for people with burns? Your brand positioning is basically the position your brand holds or want to hold in the mind of the consumer.
3. Brand Communication: The brand communication is the message that the brand delivers to her audience. The brand communication is basically expressing your core values, benefits and more to consumers. This is achieved in advertising, media relations, market relations and so on. A solid brand ought to regularly communicate with its audiences. It’s basically how a brand says what they do. For example, the Milo Brand’s communication is “Energy Drink for Future Champions.”
4. Brand Perception: A brand perception simply is how customers view the brand. What do your customers and the entire market perceive your brand? What did they think about your brand in the past? How is the brand seen now? What would you like them to think about the brand in years to come? For example, Shoprite is perceived as a departmental store that sells consumer goods at affordable prices.
5. Brand Promise: Your brand promise is that timeless thing that your customers should always expect from your brand. It is the emotional hook that is attached to a brand that draws the customers to the brand and makes them advocates on their own for the brand. It is often the aspiration of the brand; the fundamental need that the brand intends to provide in the long run. For example; Nike’s brand promise is “To bring inspiration and innovation to every athlete in the world.”