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How to Create and Develop a Brand Identity

In recent times as ours, it has become essential to develop a brand identity for one’s business, to stand out and set itself apart from rivals, as millions of firms attempt to establish themselves globally.

Even though “Brand” and “Logo” are two quite different concepts, they are frequently used synonymously.

Although a logo may be seen as the representation of a company, a brand is much more than just a logo.

Actually, developing a logo is just one of many items on the checklist for developing a distinctive brand identity.

What is a brand?

Simply said, a brand is how the general public feels about a specific company, service, or good. “Your brand is what other people say about you when you’re not in the room”, Jeff Bezos, Founder of Amazon.

What is branding?

The goal of branding is to increase the general public’s opinion of a certain company, service, or product as being distinctive. This is why brand owners develop a brand identity. But just developing any brand identity is not enough; to keep a brand running smoothly, one must indeed develop a distinct brand identity.

 

 

 

A gif with the inscription, "brand"

What is a brand? 

What is a Logo?

A logo is a visual representation that can include text, pictures, and/or artwork. It aids in giving your company a visual edge over competing brands.

Your company’s logo should be viewed as its “face,” appearing on items like letterhead, business cards, promotional banners, event backdrops, websites, app stores, social network profiles, invoices, payment forms, and mementos.

The Harnix-Tech logo

The Harnix-Tech logo

How to Differentiate Your Brand

You must follow the following recommendations if you want to build a successful and remembered brand.

An image showing different brand strategies

Some strategies for differentiating your brand from others

Understand your rivals

Knowing your rivals is an essential first step in differentiating yourself and creating a competitive edge. You would need to conduct some market research, though, in order to achieve this. For instance, reviewing customer feedback from your rivals’ consumers can point up certain chances that could help you reposition your brand, make yourself stand out, and eventually win over some of their customers.

Simple is best

Make a logo, but keep it straightforward and memorable.

Keep your logo uncomplicated and clean to make your point without going overboard with intricate styles. You can hire a designer to create a logo for you, if you cannot.

If you already have a logo, you may want to review it again yourself or you may want to post it in the comment box below and let us review it for you.

Be consistent in your communications

Maintaining a consistent design language throughout all of your communication platforms will only benefit your brand. It would show to the public how much consistency you put to develop a brand identity. It would elevate your brand and provide you some “easy” trust by making your brand appear less muddled to potential customers. Hire a pro to create your logo if you want to accomplish this. Following the advice in your Brand Guide book, stick to a color scheme and make sure to abide by other rules regarding typography and graphics.

You may have observed that at this point, it goes beyond merely your logo and extends to the manner in which you interact with your target market (colours, voice, typography etc.).

Purchase some branded items

For a reason, branded items are often known as brand collateral.

Never undervalue the power of branded items to promote your company and magnify your voice in the most unlikely of locations.

Make sure the colors complement your brand because it doesn’t cost much to have your logo printed on a t-shirt (or follows your brand guidelines). I assure you that it would be worth every penny.

Be your own brand’s spokesperson

Being your own brand ambassador is the best approach to stand out and establish a strong connection with your audience.

Your brand is you. Own it, consume it, wear it, utilize it, and display it. If you have employees, you should encourage them to use your products as often as possible, but you shouldn’t compel them.

Start by supporting your company and demonstrating to the world your confidence in your brand. This stirs feelings and gradually increases the credibility of your brand.

Clever marketing strategies

Indirect marketing is another name for subtle marketing. Your audience becomes accustomed to subtle marketing. Because it is passive, your audience gradually assimilates your message.

Marketing that is subtle is decent, exciting, and not bad.

Subtle marketing examples are;

  • Content promotion
  • Optimization for search engines
  • Involvement in social initiatives
  • Gifts made to NGOs
  • PR on social media

Your brand will have a greater impact if you use subtle persuasion in your marketing campaigns. Comparatively speaking, it is more successful than the typical aggressive and direct marketing approach.

Finally, aggressive marketing tactics like email blasting, spamming, intrusive and annoying WhatsApp broadcasts, etc., should never be employed as your primary marketing approach if your aim is to earn trust and eventually make your brand stand out. Empty promises, bulk email purchases, the use of megaphones in off-limits locations, loud music, and other illegal marketing strategies shouldn’t even be considered.

How To Boost Your Personal Branding Online

Personal branding is an essential part of businesses that should not be overlooked. It helps businesses present themselves as a leader in a particular industry. For starters, personal branding is about revealing to your audience what you want them to see or know about your business. It is about building positive and persistent thoughts about your business in their minds.

This article will teach you how to boost and improve your personal brand.

1) What should your business be known for?

Find out, as you plan to start a business, what you want your audience to know you for. Pick a niche and do everything you can to make sure people recognize you for the particular thing you have intended.

2) Be authentic

Don’t try to make yourself what you’re not. Your potential customers can tell whether you’re actually able to do what you say or not. So, don’t try to portray what you’re not. Be real, and you’ll definitely find those who will love and patronize your business.

3) Genuinely care

You need to present your business as one that totally understands your audience and their needs and cares about them.  As a matter of fact, if you don’t intend to help people with your business, you shouldn’t think about personal branding as it won’t be a successful one. To make it successful, personal branding requires that you genuinely care about your audience.

4) Know your audience

It is important you know where to find your audience and potential customers. Find out whether they are on Facebook or any other social media app. If they’re not mostly on social media, are they on forums? Make your research about them.

5) Engage with your audience

While building your personal brand, ensure you engage with your audience. It helps them to feel important, and that you value their interaction with your content. For example, you should reply people’s comments when you post. Doing this will help you gain more engagement and visibility in the long run.

6) Be consistent

If you want to make people recognize you for an exact thing, you need to be doing that thing, regularly. That is also the case with personal branding. You need to consistently tell your audience that you’re the one they should turn to, by providing content that portrays what you have in mind, and what picture you want your audience to think of you.

Conclusion

Personal branding helps your business to stand out from others, so it is necessary you include it in your business if you want to gain more visibility and sales. This article has revealed how to boost your personal brand online.

7 Reasons Why Your Brand Needs A Brand Champion?

As a brand in the industry, certain issues and complaints from your customers creeps in and to this customer start losing interest in your brand. This gives your brand tough time in getting the visioned height.

Consumer gets tougher to convince about the quality of product from the brand. Now challenged with the problem of :

  1. How to make customers believe and trust in your?
  2. How to get your employees work satisfactory with the brand strategy?

The right steps to take at this point is to have someone with a good tactics to help build consumers trust with your brand. Sure you now know the source of the problem and the solution to it. Guess yes?

All your brand needs is a “BRAND CHAMPION”. Yes you read that right.

Who Is A Brand Champion?

A brand champion is one who is responsible for creating and developing a brand and encouraging support for it, both inside and outside a company. In this article I will be sharing some vital reasons why your brand should have a brand champion.

1) As A Source Of Motivation

The brand striving to succeed and stay ahead of the business , are likely to encounter challenges that puts them on the ground . These challenges requires one with the ability to to encourage the brand.

The brand champion is the only tool with this potential to push the zeal of the brand in facing this challenges. They gives the brand, consumers, worker and the audience reasons to believe and continue dealing with the brand. He or She plays a technical role in promoting the brand, and ensures the brand and workers are working in line with laid down strategy.

2) A Protector To The Brand

The brand champion has the responsibility for securing the brands reputation . He takes the necessary steps to solving any suspected issues that might come up before the brand becomes aware of them.

He safeguards the brand from scandalous activities from its competitors , ensure no negative publicity about the brand is made.

The head of the brand are given informative detail of any foreseen problem identified so it does not take the brand surprisingly. All fundamental duties of protection are entrusted to him.

3) Advertising The Brand

Although marketers are responsible for this responsibility, brand champs also reach out to audience and make the brand known to them.

The brand champ relates with the audience and consumers to do some findings on what the wish the brands improve and reports back to the head , so as to address all complaints. With their impact in reaching out to the audience gives the brand more chances of capturing more customers for themself.

4) Assist In Brand’s Development And Innovation

They are creative and strategic in helping the brand improve and get more opportunities in the business game . Their innovativeness in identifying the best methods and resources for which the brand needs at every point is noticeable.
Their presence keeps the brand in good business record and increases the brand’s reputation. The put forward new ideas for the brand.

5) The Brand Adviser

Brand champions gives the brand tips on what should be done to improve the brand reputation, how to implement the ideas, the brand relationship with its worker, the consumers.

They are constantly consulted for advice due to their role in any brand. They ensure that the heads of the brand keep up to the brands promises to its consumers and workers.

6) Ensure Cooperation Among The Brand And Workers

He performs a duty of ensuring the workers are all in good working terms with one another and also with the brand . He educates them on the need to relate so as to work in line with the brands promises to their consumers.

7) Support The Brand

He stands in for the brand in every point, by providing all basic information, potential strategy for the brand which helps them achieve. His presence to the brand and the workers also the customers , gives everyone a sense of belonging. The support of all is needed for the brand to make its promises a success .

In Summary

Every starting business needs a brand champion for the role they play . With the support from the brand, workers , consumers and the audience their efficiency is paramount to none.Their presence guaranties certainty in the brands success.

Hope this was useful. Don’t forget to comment, suggest, ask questions in the comment section.You can also contact us for more business tips.

Difference Between a Brand Influencer And a Brand Ambassador in Marketing

Market branding uses various means to reach out to audience. Over time Market branding have engaged Influencers and Ambassador for branding. The concepts of Influencer and Ambassador branding seems quite similar that people often mistake them to be the same.

The concepts of Influencer and Ambassador branding in the marketing sector has led to several questions popping up on what could be the difference between the concepts.

Well on this article I would be giving some difference between this two concepts.
Firstly let’s look at what this concepts means.

Influencer Branding

Brand Influencer

An influencer is person , with a great number of followers on social media platform that work with a company to help share the brands’ products in their social media handle so has to get their followers get to know about the brands products.

Influencer branding is a concept of engaging influencer to promote a brands products to their numerous followers so that the brand get to reach out to a target audience.

Ambassador Branding

Brand Ambassador

An Ambassador is a person who is engaged to represent a brand ,which is because of their fame and popularity , with the objective of increasing brand awareness through the influence.
Ambassador branding is a branding concepts that contract celebrities to represent and advertise the company, support the brand and get their followers to deal with the brand.
Having clarified what the concepts means let’s get down to the main subject of this article which is on the difference between the two concepts.

Difference Between Influencer Branding And Ambassador Branding

How To Become A Brand Ambassador

1) Contract duration

This is the time frame within which an influencer and am ambassador get to work with the brand, it varies from weeks, months and years.

Ambassadors branding works with the brand of a longer period of time when compared to that of an influencer. An ambassador branding may run up to years provided they are ready to continue partnering with the brand, whereas an influencer branding takes shorter time as the contract can be terminated once the targeted audience is reached. Its period of contact ranges from hours to few days.

2) Personal Effort

Here is another slight difference between the two concepts. While an influencer just advertise the brand by posting on his social media platform and after that no much effort are been put into it again.

Whereas an ambassador are conscious of their activities when on contract with the brand , personal effort are made to ensure that the brand get the kind of support and audience they target. An Ambassador goes an extra mile of advertising the company brand; for instance they make use of the brands product on a daily base , speak positively about the brand.

3) Exclusivity

This is another clear difference between the two concepts. Influencer branding the individual can have multiple deals from the company’s competitors while still on contract with the brand. The branding does not restrict the influencer from sign deals from competitors.

Ambassador branding the deal with the company continues to exist only on the ground that their ambassador is not on other contract with competitors of the same niche. That is the ambassador can sign deals from companies not producing or not on the same kind of business.

Conclusion

In as much as this two branding methods can be very difficult in differentiating. This article reveals the difference that exists among them.

Influencer and Ambassador branding gives brand the targeted audience . Guess use find this article useful , drop comment,suggestions and questions in the comment section.

Becoming a Brand Ambassador: What it Entails

It is wise that you have ample knowledge of who a brand ambassador is, what the jobs of a brand ambassador are, and what to expect from your brand’s audience, before agreeing to being a brand ambassador for that brand that you love.  

In this article, we will talk about some things you should know before saying yes to an ambassadorial deal.  

Shall we dive in? I picture you say, “yes, we shall”.  

Who Is A Brand Ambassador?

How To Become A Brand Ambassador

A brand ambassador is one who represents a brand; one who embodies the brand or identify of an organization in positive light, in order to draw more customers to that brand or organization.  

The brand ambassador could be a celebrity, or just an everyday person who is able to bring the brand to the eyes of the public, with their influence (and of course, without much difficulties.)  

Most companies engage social media influencers and celebrities, who have large audiences, so that their products or services are easily brought to a newer audience. A few organizations however, represent their own brands by themselves. 

A brand ambassador is someone who knows the values and ethics of an organization, and who stands as a positive spokesman for what the brand represents and offers to the public. He is a mediator between a company and its customers. He is the go-to, whenever customers or even potential customers have questions surrounding the brand.  

Roles Of A Brand Ambassador

How To Become A Brand Ambassador

The roles of a brand ambassador may seem too much for someone who does not have much audience. But it is quite easy when the situation is the opposite, and when you love that brand. Let us now look at them; 

  • A brand ambassador represents a brand;
  • Promotes the brand,
  • Maintains good communication with customers of the brand,
  • Is the key salesperson for a product or service from the brand
  • Assists in creating content for the brand
  • Provides feedback on new products or services for the brand, as it relates to the customers
  • Participates in promotional events, as it relates to the brand
  • Generates sales and leads for the brand 
  • Answers queries from customers of the brand
  • Acts and models for the brand

The above, are some roles of a brand ambassador.  

Some Characteristics Of A Brand Ambassador

How To Become A Brand Ambassador

To be able to influence people to come to like a brand that you are representing, it is imperative that you have some skills, to sharpen your endeavours.  

  • Good communication skills 
  • Good leadership skills 
  • Excellent marketing skills 
  • Ability to persuade people 
  • Trustworthiness 

And some others that you can name. Being a brand ambassador requires one to communicate with different kinds of people, and the above skills are of great importance to brand representatives.  

Next, will take a look at what to expect from your brand’s audience.  

The Audience And The Brand

How To Become A Brand Ambassador

We all know that there are different types of personalities across the world; some we have come to meet, some we will never see. But as a brand ambassador, it is your duty to be able to communicate with a majority of them, if not all types of people. And this is what brings us to this subheading

What To Expect From Your Audience, As A Brand Ambassador?

  • Before you are able to win someone over, it is not strange that such person does not like your brand. Such person may be ignorant of what your brand stands for, so it is your duty to understand their ignorance and win them over.
  • Expect ridiculous queries from customers. This is where your professionalism comes to play. Do not go into a war of words with customers.
  • Expect slanders. Yes, some customers who may be hard to please may have unpleasant things to say about your brand, even if you serve them adequately. Professionalism again, should not elude you. 
  • Expect impatience from customers. Some customers are hasty, and would waste no time leaving your tent if you do not respond to their needs as soon as they relate them to you. You need communication skills, here. This also tells you to attend to customer’s queries faster.  

There are so many things to expect from your audience, as humans are quite unpredictable. But great skills towards unfavourable responses, could make for more promotion.  

Being a brand ambassador can be a great task for some people. It can also be nothing much for others. But it is only for an organization to be promoted. Here’s how you can be a brand ambassador. 

How To Become A Brand Ambassador?

  • Get the right skills.
  • Showcase your skills.
  • Sign an ambassadorial deal.
  • Implement those skills for the brand you’re working with. 

Viola, you are a brand ambassador.  

Not quite long the read, but I hope it was worth it. Have any questions? I’d be more than willing to indulge you.  

Till we meet, to read again.  

What Is Brand Architecture And How Do You Build It?

In this article, we are going to be talking about brand architecture. We will look at what you, as an entrepreneur, marketer, or brand owner should know of brand architecture, how to develop and manage a brand architecture. Let us get into it!

What Is Brand Architecture?

Brand architecture is the structure of brands within an organization. That is, the build up of different brands under a sole brand, in an organizational structure. It is the way the different brands within an organization are related to, and differentiated from one another. It is also how the sub-brands (brands under the sole brand) support each other, and reinforce the goals of the parent brand to whom they belong. In simpler terms, brand architecture is just how a bigger brand fathers other smaller brands that relate to it. For instance, how Procter and Gamble is the bigger brand, and how Pampers is under it. Now, these sub-brands have a relationship, which is to reinforce or emphasize on the goals of the master brand.

An image showing the virgin brand and its sub-brands in a logo

Virgin brand and sub-brands

The brand architecture of an organization at any time, is to a large extent, a legacy of previous management decisions, as well as the competitions present in the industry.

Some Models

Now that we have an understanding of what brand architecture is, let us look at the different brand architecture models in our present day.

  • Corporate or Umbrella Brands: In this model, it is the master brand that is known to the consumers and stakeholders(employees, shareholders, partners, etc.) These brands may also be used where product descriptions are needed, or in sub-brands. For example; Heinz Tomato Ketchup.
  • Endorsed Brands:These brands have a parent brand (which may be a corporate brand, or umbrella brand,) that endorses a sub-brand. This endorsement adds credibility to the endorsed sub-brand in the eyes of consumers.
The Nestle brand logo illustrating the endorsed brand architecture model

Endorsed brand architecture illustration: Nestle brand logo

  • Branded House: This is a model where a bigger brand has sub-brands that also carry the master brand. An example of this, is FedEx (bigger brand,) with FedEx Freight as a sub-brand. This model is normally used when companies intend to use the bigger brand’s brand equity to help the sub-brand.
An image of FedEx and its sub-brands illustrating the branded house brand architecture

Branded house brand architecture illustration: FedEx brand

  • House of Brands: In this model, there is no, visible relationship between the bigger brand and the sub-brands. Procter and Gamble is a popular example, where Procter and Gamble is the master brand with hundreds of sub-brands like Oral-B and Pampers.
Procter and Gamble brand and sub-brands illustrating the brand architecture model for house of brands

House of brands brand architecture illustration: Procter and Gamble brand

  • Hybrid Brand Architecture: This brand architecture model is a combination of the house of brands and branded house models. The goal of this structure is for the sub-brands to have similarities with the master brand, whilst maintaining their different brand identities.

How To Build A Brand Architecture?

As an organization grows, the cost of marketing multiplies twice its initial cost. It is for this reason that the development of a brand architecture, is crucial to the growth of that organization.

There are things to put into consideration before deciding on which brand architecture to develop. Some of which are;

  • The long term goals of the organization
  • The probability of excelling with chosen model
  • How chosen model will profit the organization

To develop a brand architecture, one must follow the steps below;

1) Research

This is where you make findings on who your consumers are (buyer persona,) what your consumers need, and how you can satisfy them. You are also to find out how they view your brand, their awareness of what you have to offer, and which of your services they are most interested in. This is so that you know what areas to improve on. You are to perform qualitative research, quantitative research, competitive research (to know how your competitors serve your target customers,) brand equity studies, and audits. It is also wise to make research within the brand, to know the strengths and weaknesses of the brand, and how sub-brands interact with each other.

2) Strategize

Now that you know and understand your consumers’ needs and the strengths of your organization, you are to decide what structure would benefit you the most. It is at this point that you decide how the brands and offerings should be presented, and how the organization’s resources are to be used.

3) Implementation

This is the part where you implement all you have found out, and of course, with the strategy you came up with. It is here also, that you assign responsibilities to sub-brands. For this to work out, all divisions have to be in agreement with whatever decisions you make. And this is why it is crucial that you make adequate research, and informed decisions before implementing. It is also important, so that the master brand and all its sub brands are in sync. In essence, you are to create, announce, and implement a blueprint for the organization. The blueprint is to state;

  • The role of each subsidiary (sub-brand)
  • The market of each sub brand
  • The presentation of each brand
  • The affiliation with the master brand
  • An hierarchy for decision-making within the organization

How To Manage Brand Architecture?

It is one thing to plan and implement a brand architecture, and it is another, to manage that structure. Managing a brand architecture is a continuous process. However, we would look at some ways we can manage brand architecture. Let’s go in.

To manage a brand architecture, one must maintain some factors in the structure. Some of which are;

1) Rules

The rights and limits of each sub-brand must be clearly stated and communicated. This information is to be made known to each employee and third party involved with the brand.

2) Responsibilities

The responsibilities of each subsidiary should be clearly stated. This allows for efficiency, co-operation, and absence of effort duplication. It even makes production faster, if you ask me. Every part of the structure should be able to play their roles independently.

3) Assets

The brand’s assets should be used appropriately and carefully. This is because the assets are what keep the organization going. This involves brand equity, recognition, and loyalty. It is wise also, to centralize the brand assets, as this aids accessibility and transparency.

4) Customers

One thing common with brands, is the quest to satisfy customers, and gain their trust. This is why it is very important for brands to maintain good relationships with customers. Brands are to remain sensitive to customers’ opinion about their services. This is so that they can make improvements that appeal to them. The brand architecture of a brand should be flexible(that is, easily reassessed to meet customer satisfaction.) I mean, without the customer, is there really a brand?

The main reason for creating a brand architecture is to profit the brand, whilst serving satisfaction to the market. In essence, spiraling sales to great heights and putting smiles on faces of customers. Make sure you have that on your list of goals, as you begin planning and developing your brand architecture.

That will be all for now. Did you learn something? Be free to leave your comments, and share this article if you loved it!