You only have one value proposition and you want to stick out in your clients’ minds.
How do you determine what that one clear message should be? Look for three perspectives
to identify your promise, the clients’ perspective, internal perspective and marketplace perspective.
Find out what matters most to your clients. Do not presume. Survey, interview your clients.
Pay attention to your clients on social media. Start thinking about what your clients’ value the most and keep track of keywords that you either hear or see from them repeatedly.
For a brand promise to be e effective it must be true. What is it about your product or service that makes it unique?
Where does your product or service create value?
Only one brand can own a position. Look at your competitors tag lines. How do your competitors position themselves? Make sure to read their about us on their websites.
Make your value proposition distinct. Once you have your insights, divide them to determine where these perspectives intersect and how. Another key aspect that is important for your brand messaging is to look at the future and potential for growth. Remember whether you’re involved in a non- pro t doing great things for your community or you’re selling real estate or jewelry you need to get your message across through your own branding message.
A strong brand identity is formed when a company blends its differentiation with relevance. Brand differentiation is the ability for a brand to stand apart from its competitors. A brand should be as unique as possible. A brand is built and maintained via offering a set of differentiating promises to consumers and delivering those promises to the consumers as leverage value. Relevance is the perceived importance of the brand to a large market.
Uncovering your brand’s differentiation and relevance through an unbiased brand analysis is of utmost importance when trying to distinguish your brand from competitors. It is important to uncover your brand features that consumers can
Investing in a strong brand identity is an ongoing process. In today’s economy building a strong brand identity is a work in process. You must stay on you’re a game to maximize financial effectiveness.
Brand identity represents how a company wants to be perceived in the market, what the company stands for, and most importantly implies promise to the company’s clients. Building a strong brand is of great value to the organization’s financial performance.
A strong brand identity commands a premium price. Why would someone spend thousands of dollars more for a premium brand luxury automobile than an economy car brand? The value proposition is wrapped around the brand. Luxury brands are worth more in the minds of consumers regardless of whether the product actually functions better.
A price premium creates the perception of quality. Consumers still pay more for what they perceive to be a better or higher quality brand.
Customers relate value with quality. If one brand is perceived to be of higher quality than the other brand, customers tend to perceive that the higher quality brand is a better value.
Perceived quality is the single most important contributor to a company’s return on investment. Perceived quality contributes to profitability in part via enhancing market share and prices.
Smart companies are always looking for ways to differentiate their brand from competing offers. In doing so, companies can charge a premium price for their strong brand.