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Brand development

Avoid an identity crisis...

 

Great branding helps convey your company’s image and allows your audience to identify and recognise your business.  Your brand is one of your business' most valuable assets. A brand is best understood as your business' reputation and its visibility in the marketplace.

 
 
 
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There is another important dimension to your brand too; how relevant it is to your target audience.

Brand development is the process of creating and strengthening your brand. As Eonic help businesses develop their brands, we divide the process into three phases.

  • The first phase is getting your brand strategy right and aligned with your business objectives.
  • Second, is developing all the tools you will need to communicate the brand, such as your logo, tagline and website.
  • Finally, there is the phase of strengthening your newly developed or updated brand.

Your brand development strategy is produced from our  Discovery consultancy. To make things a bit easier, we break it down into 10 steps.

1. We consider your overall business strategy

A strong, well differentiated brand will make growing your online business much easier. Your overall business strategy is the context for your brand development strategy. If you're clear about where you want to take your business, your brand will help you get there.

2. We identify your target clients

Our research shows that high growth, high profit firms have clearly defined target clients. The narrower the focus, the faster the growth. The more diverse the target audience, the more diluted your marketing efforts will be. So, on to stage 3...

3. We research your target client group

Firms that employ  systematic research on their target audience  grow faster and are more profitable. The research conducted during our Discovery process helps you understand your client’s perspective and priorities, anticipate their needs and put your message in a language that resonates with them.

4. We develop your brand positioning

We're now ready to determine your business' brand positioning within the marketplace (also called market positioning). A positioning statement is typically three to five sentences in length and captures the essence of your brand positioning. It must be grounded in reality, as you will have to deliver on what you promise. It should also be somewhat aspirational, so you have something to strive for.

5. We help develop your messaging strategy

Your target audiences typically include potential customers, potential employees, referral sources or other influencers and possible partnering opportunities. While your core brand positioning should  be the same for all audiences, every  audience will be interested in different aspects of it. The messages to each will emphasise the most relevant points, brooch specific concerns and contain different supporting evidence. Your messaging strategy should address all of these needs and our Discovery process builds personas to fine-tune this messaging.

6. We develop/re-work your logo and strapline

Remember, your logo and tagline are not your brand; they are ways to communicate or symbolise your brand. Please don’t make the mistake of showing the new logo around internally to get a consensus. The logo and strapline are not for you; they are for your marketplace and should be judged on how well they communicate, not how much your colleagues like them.

7. We develop your content marketing strategy

Content marketing is particularly well suited to services firms in the Internet age. It does all the things traditional marketing does, but more efficiently. It uses valuable educational/interesting content to attract, nurture and qualify prospects.

Eonic never forget that your brand strength is driven by both reputation and visibility. Increasing visibility alone, without strengthening your reputation, is rarely successful. Content marketing simultaneously increases both visibility and reputation. It's also the perfect way to make your brand relevant to your target audience.

8. We develop your website

Your website is probably your single most important brand development tool. It's the place where your audience turns to learn what you do, how you do it and who your clients are. Prospective customers are not likely to choose your firm solely based on your website, but they may well rule you out if your site sends the wrong message.

Furthermore, your website will be home to valuable content. That content will become the focus of your search engine optimization (SEO) efforts so that your prospects, potential employees and referral sources will find you and learn about your business. Online content is central to any modern brand development strategy.

9. We build your marketing toolkit

This might include one-page online “sales sheets” that describe core service offerings or key markets served. In addition, there may be a brief “pitch deck” that overviews the firm or key offerings and an e-brochure about the company.

Increasingly a marketing toolkit also includes videos that might be business overviews, case studies, key service offerings or “meet the partner” videos. These not only serve a business development function, but also are important for brand development.

10. Eonic implements, tracks and adjusts

The final step in the brand development process may be one of the most important. A winning brand development strategy isn't much use if it's never implemented. Employees get busy with client work and brand development tasks get put off, then forgotten.

That’s why tracking is so important. Eonic tracks both the implementation of the plan as well as the results. Did the strategy get implemented as planned? What happened with the objective measures, such as search traffic and web visitors? How many new leads, employee applications and partnering opportunities were generated? Only by tracking the entire process can we make sure we are drawing the right conclusions and making the right adjustments.

Once we've furnished you with brand guidelines, Eonic can design for business cards, letterheads, emails, Word documents and other marketing materials. This keeps all your communications consistent across your website, media channels and other branded areas of your business.