Here are a few branding rules that have been helpful to us at Orbital Socket. These are some rules that come out of our expertise around creating strong brands that have helped many companies see what’s possible. So, here are our rules:
1. Seek out strong insights – A strong brand begins and ends with great consumer insights. It’s not about what we want the brand to be and how we want it to connect, but it’s about who they (the consumers) are and where are they going. How do we effectively identify key insights that will unlock their willingness to become aware of and eventually engage with the brand. There has to be an ongoing ferocious commitment to learning about the consumer.
2. Develop a distinctive positioning – There has to be clear, distinguishable positioning that brings a clear and distinctive point of view to the marketplace. It should be clear and distinctive (did I say that already?).
3. Define invigorating touch points – The strong brand positioning should fuel perspective around how the brand can become “touchable” or accessible by the consumer. They should get it and want to get to know it. Defining the touch points that align with where they are going is essential.
4. Create a powerful experience – Creating experiential touch points is essential. As marketers, we are in the experience business and must make sure that all that we are doing works hard to create emotional connections to the consumer. Remember to seize opportunities to surprise and delight the consumer.
5. Infuse brand within your culture – Make sure that everyone on your team fully understands and embraces the brand. Your best ambassadors work for the company.
There are many rules about branding that many people have proclaimed over the ages, but these rules seem too particularly important in this modern marketing age. They serve as guides for us as we help companies see what’s possible for their brands and bring them to life in new and powerful ways.