The Guiding Principles of Branding Success

For today's marketing tip, we're discussing branding with our SVP of Brand Development for Resident360—Tammy Casserly. 

Check out these gems that Tammy shared:

Slapping together a couple of ideas and a logo is not a branding strategy. Your brand is your reputation. As Jeff Bezos says, "Branding is what people say about you when you're not in the room."

The Higher Value Successful branding creates "brand equity"—the amount of money that your customers are willing to pay because it's your brand.

Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And always keep in mind that branding is strategic, whereas marketing is more tactical.

1. What Are the Key Components of a Brand?

Brand Strategy: The blueprint for how you want the universe to see your business.

Brand Identity: The way you convey your brand strategy visually.

Brand Marketing: Bringing awareness to what you're offering by connecting values and voice to the right audience through strategic communication and optimal channels.

2. What Elements Need to Be Included in the Brand Strategy Process?

• Brand Discovery

• Competitor Research

• Target Audience

• Brand Voice

• Brand Message and Story

Brand strategy boils down to one thing: great storytelling. So, to be successful in motivating consumers, you need to create the kind of message that evokes emotion and action.

It's the vision—the heart and soul—of your brand. Once you establish a brand voice, use it for every piece of content you create.

Brand strategy brings your competitive positioning to life, and more importantly, it is a long-term commitment to your audience.

3. What Defines a Brand Identity?

• Logo

• Colors and Fonts

• Patterns and Icons

• Website Design

• Content and Messaging

• Advertising

• Print or Packaging

Think: Positive imagery that is made to stand out. 

Present your identity and align it with your purpose for the most impact. Apply your brand identity across all channels consistently. It's the way that your business becomes recognizable.

4. What Does Brand Marketing Really Mean?

It's the amplification of your brand through various digital marketing activities:

• User Experience (i.e., your website)

• SEO & Content Marketing

• Social Media Marketing

• Email Marketing

• Paid Advertising (PPC)

Highlight and bring awareness to the value proposition by connecting brand values and voice to the right audience through the optimal communication channels.

Together, these channels are fundamental to gaining brand awareness and growth.

Tying It All Together...

Branding strategy is a long-term commitment to your audience, and branding should be consistent across all channels and campaigns.

Remember:

• Strong brands are unique.

• Every brand has a purpose.

• Don't define your brand against the competition.

• Engage your customers.

• Don't spotlight your company. Spotlight your customers.

• Figure out detailed behaviors and lifestyles of your consumers.

• Brand building doesn't happen overnight.

If you'd like to discuss branding with Tammy, feel free to shoot her an email—tammy@resident360.com.

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