Are you curious which Persona Branding and Design articles have been the most popular over the past year?
We’re always interested to see which of our posts resonate most with you, our reader. Even though we do lots of research and planning, there are no guarantees which topics will trigger the most interest.
Here you’ll find an insider’s peek into our top ten most popular branding articles of 2015, some of which you might have missed.
I’m sure you’ll find at least one that will be very useful to your business in the year ahead.
Wishing you growing success in 2016!
The differences between a tired, old, has-been of a brand and a fresh, lithe and provocative one can be boiled down to a singular concept: storytelling. The art of telling a story, and telling it well, is integral to grabbing every potential customer’s attention, and a key part of your brand strategy.
The secret to success in the elegant art of storytelling lies in understanding its fundamental components. Though by no means comprehensive, what follows is a breakdown of some major elements that any good story should include. These are in fact some of the key ingredients we incorporate in our Story Selling System™ used when developing our clients’ brand stories:
Launching a new brand is both exciting and challenging. The excitement comes in the promise of something fresh and new that could be wildly successful, be it for your well established, emerging or new start-up company — and the challenge comes in getting it right the first time.
Evaluating, articulating, developing and documenting your new brand’s position and purpose is crucial to building a strong successful brand.
It provides the roadmap and rationale to get you out of the starting blocks and heading in the right direction towards your ultimate success. And similar to your business plan, it’s also a key foundation to any successful business, be it product or service.
The question here is, do you know the key ingredients required for building a new brand?
To help you move in the right direction with your branding here are some of the elements we typically include in our branding process every time we’re working with a client to help them build their brand, whether it’s revitalizing an existing brand or launching a totally new brand to market.
More than a half century ago, the customer-centric branding pioneer Walter Landor said, “Products are made in the factory, but brands are created in the mind.”  In 2016, the path to that consumer experience is a two-way street, and guess who’s in the driver’s seat? Brands with strong personality are the winners, because consumers equate experiences with brands.
Branding keywords for 2016 include: personalized, authentic, humanized, interactive, engaging, and mobile.
Image via www.edelman.com
Your brand is much more than merely a product or service, or a logo. Brands are an experience—the relationship between your business and your customers—and to create an exceptional customer experience, your brand must have an irresistible personality.
To quote Martyn Newman PhD “In the information age and globalised economy where values and meaning matter more in the market place, the value of emotional capital increases. This creates brand value and goodwill and results in repeat sales through customer loyalty, lifetime relationships and referrals. In other words, the brand is more than a name or a logo; it creates trust and recognition and is a promise and an emotional contract with each customer.”
Brand profiling is the systematic process of creating, developing and implementing your brand character and personality through shaping its brand promise, values, the do’s and don’ts of its behaviours, story, emotional benefits, its culture and what it stands for and so forth.
It’s this humanized entity that gets your brand message out into the market, cuts through the noise and gets the attention of your primary customers in a way that matters to them.
When creating and developing the profiles for our clients’ brands we use our bespoke Personality Profile Performer™, a systematic approach which underpins the commercial, rational, and holistic aspects of successful brand profile building.
The following six key elements are representative of some of the core ingredients included within this branding process, used to create and deploy a compelling personality for your brand.
Image via www.eqsummit.com
Co-branding is defined as a partnership between brands. It typically works best when Brand A partners with Brand B, each with a different set of customers and brand associations of their own.
As in the expression, “the whole is bigger than the parts,” co-branding can add value when synergy exists between the brands; it creates an emotional energy, starts conversations and creates buzz around both partners and can delivery significantly increased financial returns for all involved when done right.
In addition to brand revitalization, co-branding objectives may include getting more bang for your buck, growing market share, building audience reach and altering perceived positioning. Co-branding is primarily used an alliance of two brand partners, although there’s no rule against bringing three or more to the party.
• The Top 7 Benefits of Co-Branding
• 5 Co-Branding Risk Management Guidelines
• The Top 6 Tips for Co-Branding Success
with case studies and examples of who’s done it really well.
Infographic via www.missvinc.om
Colour increases brand recognition by 80%. 93% of shoppers consider visual appearance over all other factors while shopping. It adds huge power to communications, opinions, recall and emotive influence. In fact when used correctly, colour is a pivotal tool to substantially influence purchasing decisions, service or product.
Since colour choices impact every aspect of a commercial enterprise, brand owners should aggressively re-evaluate that choice throughout their brand strategy.
The question is, has your brand’s colour palette been selected with the right intent and applied to best possible effect throughout all your brand communications and touch points to ensure your brand grow and increased profitability?
Find out more about why colour matters and how you can use it more effectively within your business.
Infographic via Blueberry Labs
The growing proliferation of multiple different brands in the market place has made customers spoilt for choice, but often at the expense of easy decision-making.
When presented with an assortment of packaging options in which nothing decisively stands out, with a compellingly clear message that speaks to a customer succinctly, analysis paralysis sets in. It’s when faced with this situation that a confused shopper will typically default to making decisions based on price alone.
The question here is, where does your brand sit in the mix?
Leading brands cut through the visual and cognitive noise created by an oversaturated market full of aggressive competitors and hook their ideal customers by meeting their needs both emotionally and rationally.
Image via www.marmite.co.uk
The combined value of the various luxury goods markets in 2014 was an estimated 865 billion euros, with luxury cars, personal luxury goods and luxury hospitality taking the top three places, with values of 351 billion, 223 billion and 150 billion respectively.
You might think those statistics make luxury branding a very interesting sector, however if you want to reposition or establish your brand targeted at a high-end customer then there are six keys factors you need to consider within your brand strategy.
Firstly there are four main characteristics by which the luxury customer defines a luxury brand. However the way in which someone perceives luxury will depend on factors ranging from their socio-economic status to their geographical location.
Infographic via Raconteur.net
Millennials, the newest generation of influential consumers (also known as Generation Y or Gen Y), spend more than $600 billion dollars annually with spending power expected to reach $1.4 trillion by 2020, (or 30% of US sales) according to Accenture 2013 research.
While these statistics sounds like ‘gold bullion’ for many brands, in our experience often smaller companies and organisations struggle to develop their brand strategy in a way that relates relevantly to this fast changing group of buyers.
Millennial consumers are a very fluid constantly moving target with multiple devices overflowing with content clamouring for their attention 24/7. However once you really understand this discerning consumer properly and tailor your brand to really meet their needs, you can, like many others tap into this incredibly lucrative market.
The average consumer spends 88% more time on content with video and video is shared 1200% more times than links and text combined. A landing page with video gets 800% more conversion than the same page without video.
If you ever thought using video to promote your brand was too difficult or beyond your reach these statistics might make you think again.
Find out exactly how you can use video to grow your brand here.
You can even find out how one small start up brand used video to achieve worldwide distribution and now has more online viewers than its competing massive global brands combined!
Image via Google / YouTube
Did your favourite post feature in one these top 10 branding articles of 2015? If there was an alternative that was your first preference, drop us a line and let us know.
Meantime I’d love to keep you up to date with what’s happening in the world of branding and make this blog really useful to you. If there’s anything branding related you would like to read about in this blog or if you have any questions or comments, suggestions for a blog post, feedback or even just to say Hi, just send me a short note, I’m here to help!
or give me a call at Tel: +353 1 8322724
Wishing you increasing success in the year ahead!