When you’re new to marketing, it helps to really understand the different elements that make up a brand. All too often, people assume that a brand is simply a logo, but in fact it comprises various other vital things, of which the logo – or marque – is just one. Let’s take a closer look.
What makes up a brand?
A brand is usually made up of several key elements that go beyond its visual characteristics. For many marketers, there are several of these elements. These are the main ones to know:
1. Brand Purpose
This describes the company’s very reason for existence, which will go beyond making a profit and encapsulate a desire to make things better for customers in some way. Marketing strategy consultants such as https://www.reallyhelpfulmarketing.co.uk/specialist-services/marketing-strategy-consultant/ can help to define this.
2. Brand Identity
This captures how the company presents itself to the public, including the corporate values and the recognisable elements such as the name, logo, fonts and colour palette. It needs to be evergreen to have durability and relevance into the future.
3. Brand Position
This defines where your brand is placed in the consumer landscape. Is it new, high-end, economy-end or somewhere in between, Forbes explains here the five components of a strong brand. This brand positioning is usually done as part of a broader marketing exercise.
4. Brand Voice
Tone of voice is vital for your content development. It will be used to create specific feelings and emotions that humanise the company and create a persona that customers can relate to. This creates a feeling of connection.
5. Brand Values
These explain the beliefs and principles that your company holds and they also allow your customers to connect with you and to relate to you.
6. Brand Experience
This explains the journey that the customer takes when interacting with your brand and your offer. The experience must be consistent across every touchpoint.
7. Brand Promise
This is the brand position made to your target audience. It must be unique and include long-term goals and mission statement.
Together, these elements will make up a successful, coherent and durable brand.