Branding strategies.

How to develop an effective brand identity for your business

In a world full of mixed messages and clutter, an effective brand identity can be the reason a consumer chooses one product over another, or the reason a customer chooses one company over another.

Brand strategy communicates a consistent brand message, guides purchase decisions, differentiates one product from another, makes a brand memorable, enhances the customer relationship and makes an emotional connection. In other words, building brands builds business.

Brand identity: For a brand to be successful, it needs to reach out to the marketplace with a powerful connecting experience, an emotional connection, a personality. These associations are the attributes that customers think of when they hear or see the brand name. So, a company's connection with its audience is its brand. Companies that understand this have a distinct advantage over companies that do not.

Research: Your company needs to ask itself, "Who am I and why do I exist?" You do not always find the answer by reaching a consensus in the company boardroom. You do it by going to the customer. How do they perceive the brand? What do they like or dislike about it? What is the core essence of the brand? Then you need to listen -- even if you do not like what you hear. Focus groups and other research can be very effective for companies that are trying to define themselves with a targeted brand message.

Targeted message: You want your company's brand image to be clear and concise, which translates into trust and longevity. A common mistake is trying to communicate everything about your product or service in a limited amount of time or space. You need to convey a very concise, targeted message. Otherwise you will confuse your audience. Also, a consistent theme is crucial. Typically, people on the inside of the company are sometimes the least likely to identify that crucial message.

The logo: As important as the logo identity is to a company, it really is just a part of the overall brand identity that a company projects into its marketplace. Other parts would include visual images, slogans, messages, graphic design and so on. It is particularly important to make sure the logo is not complicated and works well in a multitude of formats. The logo should ideally convey the company's personality and long-term goals. Sometimes it makes sense for companies, who have been around awhile, to update their logo or completely redesign it.

Getting started: Companies must recognize the need and then collaborate with an outside firm. The process may begin with an initial analysis of the company to determine how their brand is perceived. The next step is usually a discovery phase which defines goals and objectives, strategy and analysis. Then, the creative or design phase begins followed by implementation and deployment.

Now what? Once you have developed a brand it is wise to maintain it long term and carry it through on everything you do in order to establish your brand image in your customers' minds. In fact, once the brand strategy is defined, it should drive most corporate decisions, product innovation, marketing and advertising campaigns, and the graphic design of your product or service. You are now establishing the foundation for your company's success for years to come.

Bret McElfish is CEO of McElfish + Company, a Troy-based strategic design and branding consultancy.