Almost every business owner recognises that branding is important, but not everyone has the skills and knowledge to know how to devise a corporate branding strategy that will help them to strive for meaningful success.
If you choose to work with a dedicated brand strategy agency, they should begin by explaining that there are two components to a strong approach to corporate branding: the creative brand proposition and the strategic brand proposition.
The Creative Brand Proposition
The best way to think about this is to first consider both our inner and outer selves. We all have an outer self that we show to the world; a visual identity that makes us immediately recognisable as being us. Similarly, your brand needs to have a strong identity that is both immediately recognisable and suited to the niche in which you operate.
The Strategic Brand Proposition
Just as we all have an outer self, we also have an inner self comprised of our personality, opinions, principles, character and purpose. This is who we are and what makes us different from everyone else on the planet.
In addition to helping your business to stand out from your competition, your strategic brand proposition will also provide your audience with a sense of the essence of your brand, which they will find easier to connect with than a generic, faceless entity that doesn’t appear to have any depth.
Defining your Brand Voice
Every experienced brand strategy agency understands that developing a strong voice is essential to the effective communication of your vision, values and views.
Your brand voice will work hard for your business in myriad ways, including helping you to form important connections with your ideal audience and ensuring they understand both what your business can do for them and why they should support you. It will also help you to define your mission statement and ensure your brand is consistently relevant and effectively resonates with your audience.
The Importance of First Impressions
Your brand strategy agency should work with you to ensure everything from your chosen imagery to fonts, colours and tone of voice represents the essence of your brand and deftly communicates your ethos in ways your audience will be receptive to.
You only get one chance to make a first impression and to ensure that your brand is memorable for the right reasons, so you need to make the right one.