Building a brand identity today is a strategic part of developing a business; it’s the defining
difference between having something people can relate to, and just having a standing product or service.
When it comes to branding initiatives, the early stages are the most critical – the stages where developing a story and persona that your audience can attach to the product or service will set the stage for what happens next.
The problem companies find themselves in is not clearly defining these objectives before they get to market. Many times over, products, services, or businesses will make their break in the market and fail because of a lack of coherent messaging. More often than not, the lack of clearly defined objectives is exhibited across all communication channels. Inconsistent tonality, different visual assets and varying language will lead to confused consumers – ultimately, causing a break in the chain from market to consumer.
Whether it’s the company website, social media, or promotional material that’s being
disseminated to the public, all messaging needs to sound consistent. For a product or service
to sell itself, it has to sell an idea to the consumer, but capitalize this across their
communication channels. In other words, the messaging and brand identity should sound the same on your website and Facebook, as it does on Twitter and Instagram.
Although each platform sends out communication in a different manner, what makes these
vital to growing an audience is the specific way it interacts with those audience members. If you call your brand fun, engaging and emotionally driven, but don’t respond to customer inquiries or interact with them on Twitter, your brand isn’t holding true to its values. Platforms that look inconsistent, or do not communicate certain values to the public, will not amplify the brand identity.
In the initial stages of development, a critical component of building a brand is to seek the
advice of communication professionals who can help develop core messages to accompany the launch. These messages can be used to build your platforms, and can ensure that all individuals working on the account understand exactly what the company stands for and where it will progress in the market.
Thoughts on how to build a coherent brand message? Tweet me @Sam__Dickson