BUILDING The Brand
You don't need an expensive software to start analyzing your future or existing business. In this article, I'll give you a simple tool to create a strategy and bring levels of uniqueness, just to check yourself on what your current level is.
Brand wheel to build a unique strategy.
Brand wheel is a simple yet effective tool.
Use it for building a strong brand. It helps you make decisions and tailor development plan for the next several years 📈. All you need is just a piece of paper and some private space to reflect on your activity.
Attributes.
Begin with a physical description, detailing the product's functions and why customers should buy it.
Benefits.
Highlight the rational benefits derived from using the brand, supported by facts and evidence that demonstrate why your brand is better than others. At this stage be very specific and make a short list of benefits 🤓.
For example, Geox's breathable shoes and clothing showcase their innovative technology on their official website, providing clear benefits to customers.
Values.
What are your values? Do they resonate with your customers? Do you share common loves and hates? What emotions does your brand evoke in customers when they interact? Do they feel more confident, smart, or even empowered to make a positive impact on the environment?
What feelings does your brand evoke?
In today's world, all corporations are expected to have social responsibility programs. Therefore, we must address a fundamental question: what are customers supporting by choosing our brand? Is it environmental conservation (as Patagonia does), supporting homeless individuals (Sackcloth & Ashes), or advocating for cruelty-free production (as demonstrated by Lush)?
Personality.
Visualize how your brand would appear in a room. Define its gender, age, communication style, clothes, and archetype. This influences the tone of voice, visuals, and even the spokespersons chosen to embody the brand.
What`s your brand archetype?
For example, the automotive industry showcases different personas depending on the car's price segment, emphasizing individualism in higher-priced models.
Core.
The essence of the brand. Why are you truly unique? What makes you different from others? Describe it as short as possible, because good idea is often simple, requiring no presentation with countless slides, music and animations. It should be easily understandable and stir excitement in your mind 💥.
The result? Your personal strategy guide.
After answering all those questions, you'll receive a strategy to follow and have clear messaging at different stages of brand development.
This journey may not be filled with roses, but at least you'll have a path to follow.
For example, in the initial stage, newcomers need not delve into complex social topics, but it`s crucial to show attributes and benefits.
Are you climbing the ladder to uniqueness?
The ideas given might seem cliché, but we daily come across businesses lacking clear positioning or messaging. How well are you communicating your unique value? Have you ever thought what makes your business stand out?
Check your market position and understand your current level (hopefully, this will give you insights on how to become stronger):
🪜 Nil.
When a business doesn't stand out at all.
Many businesses are still stuck in this mindset. For example, someone opens just another café, thinking people will be eager to visit a new place. But if it's no better than 100 others, customers won't have a reason to choose it.
Give customers a reason to choose your brand.
What do owners usually do? They think their prices are too high and start slashing them. Usually, this tactic leads to a dead end.
🪜 Spontaneous Advertisers.
When we start advertising a good product, sales rise. But if it's merely good, not unique, sales drop when we stop advertising.
🪜 Pretenders.
This is the first level where strategic planning truly exists and a lot of well-known brands fall into this category. They have a good product that meets customers' expectations but it can't be transformed into something unique.
These players understand that advertising must be regular. Here we find many FMCG goods. If the product is reasonably priced and you systematically entertain customers with good advertising, it will always bring in extra revenue.
🪜 Unique Ones.
Here we find truly unique brands with evidence to back up their slogans. When somebody claims “we love our customers,” it means that something extra must be done (not just printing hearts on shopping bags 😒).
How can we show that we really love our customers?
I've already given a great example of Zappos in this article, which really fulfills its simple motto: “Delivering happiness”. This level requires a lot of effort to truly understand your own business model and customers' pain points.
It's essential to understand that providing evidence that you are the best and unique is a question of overspending, not saving money.
🪜 Beloved.
These truly strong brands create a deep connection with people and have an impact on them and the world. They also provide you with a WOW!-level of service and can bring you The Grand Idea. It's also about social responsibility: diversity and inclusion, healthcare programs, environmental sustainability, etc.
A brand shows us high life goals, its philosophy, and a willingness to have a meaningful impact.
To create that deep connection, we have to be on the same page with our customers, make clear statements, and love/hate the same things they do. In that case, people will be eager to join us on this life-changing journey.
Long story short.
If you've answered all the questions given and have a clear view of your market position, you're ready to tailor your path to success. Make a plan for the next 1-2-3 years; it will help you a lot and boost your confidence as well.
Remember, even in a world of big players, you can break the mold and make some noise 🤘!
