Marketing as a whole is in a constant state of evolution and branding is just as important as any other process in marketing. Therefore, it is imperative to not only build but activate a brand that is compelling, relevant and one that customers can relate with.

All too often, many firms end up trying out multiple media exposure resulting in multiple brand personalities and clients struggling to trust them thanks to such inconsistency.

A great marketer understands that branding is not just a logo or a publicity stunt, but a way to bring together the product, the team and the external audience.

Here are a few tips to build a stronger, more consistent and the perfect brand image for any organisation.

THE BRAND IS A STORY
A brand is more than a logo. Customers not only need to like but also trust the brand. Therefore, the customers must accept the organisation behind the brand before they buy the products. Brands go beyond ads or marketing materials; they are stories that clients can get behind and appreciate being a part of.

DIFFERENTIATE BETWEEN A CONSISTENT IMAGE AND A CONSISTENT LOOK
Quality branding means understanding that a brand doesn’t begin and end with a corporate manual. A marketer needs to distinguish between the brand’s benefits and features when writing the strategic brand plan. It’s also important to articulate your brand’s value proposition in your strategic brand plan as the basis for strategic brand management.

RESONATE NOT REPEAT
As a marketer, you should craft brand stories in a strategic brand plan that resonates with your target customers. A brand should speak to the audience with a consistent tone of voice but without repeating the same thing over and over again. It should consider factors such as demographics, locations, interests and purchase history.

THE BRAND MUST BE BOLD, INNOVATIVE AND DARING
Sorry marketers, but apathy is no longer an option. Genuinely great brands need to be bold and risky to provoke the target audience and catch their interest. This also means knowing how to position your brand so you carve out a distinctive space in your target customers’ mind.

MARKET RESEARCH
It’s not surprising that to proactively manage any brand; an organisation needs to identify and understand market brands and preferences, which can only be achieved through market research.

DEFINE ARCHITECTURE
A marketer should understand how to define and deliver a brand architecture, which optimises brand clarity. It’s important therefore to know how to keep your brand relevant over time via reinforcement or revitalisation.