In today’s businesses, the word “brand” is one of the most commonly used. And, at the same time, one of the most misunderstood terms in the market.
Depending on the use of the product, consumers may consider it as a symbol, a metaphor, a label and a descriptor. In this sense, brands´ origin may be a product, an artist, an athlete, or a movie franchise. However, beyond the use of any of them, a brand has two major goals. At first, it is to induce the consumer into the playing field. And ultimately, to make the customer make a purchase.
Unfortunately, many companies tend to rely too heavily on advertising strategies to achieve their goals. As a result, they fail to realize that there are more ways to influence the potential customer than just the message. For better or for worse, other elements are just as important as the message of an advertisement when it comes to producing a winning brand. Some of those elements include corporate culture and identity, employees, and strategies and tactics of the business.
So how do you make all these elements come together cohesively? Simply by ensuring that more than just one message is conveyed. At all levels, managers and employees must be on the same page. That is to say, creating the same strategies, as well as a strong and unified identity. All of which must help to develop, perpetuate, and extend a great brand.
Implementing brand guidelines
This is where brand guidelines come into play. Simply put, brand guidelines orient users on how to define the brand identity. Also, they explain how to use it, both internally and externally. In other words, they serve as a connection between the product, the corporate image and identity, the logo and the brand promise.
Likewise, brand guidelines contain explicit instructions on how communication strategies should use all the tangible elements of the brand. More specifically, how to include it on business cards, packaging, and signature.
On the other hand, brand guidelines function as an outline for designers and marketers by helping them work together to:
- Perfect the logo design for the company
- Work on advertising that is striking and engaging
- Maintain the integrity of the brand across a variety of platforms
- Ensure that every communication with customers is consistent with the brand values
- Ensure that all advertising and sales literature makes an impact in a way that is visually and emotionally consistent with what is provided to customers
At the most basic level, brand guidelines should consist of an assessment of the company’s core competencies. Moreover, they have to make sure that there are no conflicts between these competencies. Instead, they should focus on those that overlap. After all, these will be the foundation of your brand and the basis of its identity.
After setting and evaluating these core competencies, you can add a positioning statement or mission statement. That should include both the brand promise as well as the key reason to buy and use the brand. Also, it is necessary to align the statement with the brand vision and include the value proposition. All in all, they will help to build loyalty and clarify the benefits that customers can obtain.
Why is it fundamental?
An integral part of all this is the brand’s personality which asks a key question: who or what is the brand and what does it consist of? After identifying, expanding and crystallizing such a personality, it is possible to extract a mantra. Basically, a mantra is a short, fresh, and clean way of expressing what the brand stands for and what is unique about it. And it has to be memorable!
Overall, a mantra consists of an emotional term that works as a modifier or descriptor. Then follows a term that sets the function of the brand. Take, for example, Nike´s mantra: “athletic and authentic performance”. The simple elegance of this mantra makes it stick in the minds of customers. And most importantly, in the broad global audience for Nike´s message and products.
That same simplicity makes it possible to coordinate the mantra with brand language whether in the form of verbal and visual codes. As a result, it becomes an unforgettable message. And in the case of Nike, about how it differentiates itself from its competitors.