There were probably mentioned before, one way or another all across this blog, and not only. I just feel the need to remind them and put them in a structure. No brand can live without them, all efficient brands have them.
The most important elements of a brand should be:
- Who is addressed by company’s branded products or services. What the company does and for whom
- The company’s unique value and how customers benefit from products and/or services
- Key competitive differentiators, what makes the brand be chosen, be different from its competitors
- The ONE most important thing that the brand promises to deliver to its customers — Every time!
- What customers and partners should expect from every interaction, how should they feel as brand’s customers
Brand Personality
- What the brand is to be known for
- Personality traits that customers, partners, and employees use to describe the company. What comes to the (potential) customer’s mind when addressed about the brand
Brand Story
- The company’s history and how the history adds value and credibility to the brand
- A summary of products/services/solutions
Brand Associations
- Physical artifacts: name, logo, colors, taglines, fonts, imagery
- Ideally, it must reflect the all the above statements about the brand and the company