Key Elements of Successful Branding
By team member|
Branding is often misunderstood with merely having a logo, tagline and visiting cards. But in reality, it is far more than it is assumed to be. Successful branding begins with a well-defined brand that maintains its relevance. There are six key elements of successful branding that need to be well-defined and followed throughout the organization. These important elements are position, personality, promise, identity, associations, and story.
Every level of your organization should embrace your brand message and reflect it through their behavior, actions and communications. Without this, a successful branding strategy is not possible.
The key elements of branding
Brand personality is one of the key elements of branding and refers to a set of human characteristics that are attributed to a brand name. You can outline the personality of the brand when human-like adjective - like caring, trustworthy, creative, rebel, etc. - are assigned to a brand. In other words, it refers to personification of the brand.
The Brand Promise is the most important element of branding through which an organization promises to deliver to its customers, employees or partners. Delivering on your brand promise requires considering the expectations of customers, employees and partners. And in order to do so, every decision of the organization must be weighed against this promise, ensuring that it reflects the promise or does not contradict it in any way.
Brand position is the space a brand holds in the target market and in the minds of the customers. It describes what the organization does, what value the brand holds as an organization/product/service, and what key differentiation it has from its competition. Basically, it is achieved through brand positioning which is an intensive process based a set of actions.
Brand identity is a set of visual elements that a company creates to portray its image and differentiate it in the minds of customers. It can be anything - logo, theme colors, slogan, uniforms, etc.
A brand association is a mental attachment a customer forms between a brand and a concept, image, feeling, experience, person, interest or activity. And obviously, it doesn't necessarily would be positive in nature; it could be negative as well.
A brand story is the narrative that encompasses the facts and feelings created by a brand. It illustrates the history of the brand as well as how it has added value and credibility to itself over time. It is more than content and a narrative.