What is a brand model?
It takes more than a flashy slogan or a catchy logo to create a compelling brand. At Studio No.55, we understand the importance of a comprehensive branding strategy that forges genuine connections and sets your business apart from competitors.
Jeff Bezos once said "Your brand is what other people say about you when you're not in the room." This statement rings true because companies cannot control every opinion, feeling, perception, or reaction. However, a robust brand model serves as a unifying thread, shaping how people perceive and discuss a company, its products, or its services. A brand is more than the sum of its individual parts, it must encapsulate the brand’s collective essence and impact that extend beyond individual components.
We kickstart our branding projects with an in-depth brand positioning exercise. This phase involves rigorous research and strategy development, delving into your unique business vision, reviewing your competitors and understanding your clients. Our goal is to construct a brand model that's not just distinctive but compelling. Using the meticulously crafted brand model we then shape your visual identity, ensuring every design element reflects your brand's core values and resonates with your target audience.
But why does brand positioning matter?
Differentiation: Your brand identity is your competitive edge. Understanding and articulating what makes your business unique is crucial for capturing your audience's attention and illustrating why you are their top choice.
Price Justification: Effective brand positioning can justify your pricing strategies. By emphasizing factors like quality and exclusivity, you can communicate the value of your products or services, whether high-end or budget-friendly.
Creativity: A strong brand position fuels creativity, enabling you to innovate and stand out in crowded markets. Combining clever positioning with considered brand identity fosters customer loyalty and engagement.
What do we include in our brand model?
Brand Purpose
Why do you exist (but without the existential crisis)? What problem are you solving for your customers, the industry or the world? This is essential to have in the back of your mind (or better yet stuck somewhere in plain sight!) informing every business decision you make.
Brand Proposition
A succinct and simple – yet compelling – explanation of what you do. Amidst competition, your proposition communicates your unique value proposition clearly and convincingly, ensuring your audience understands what sets you apart.
Brand Pillars
What are the core themes of your brand universe? You can’t do everything or be everything to everyone. You need specific themes that run through your business to focus your activities and drive consistency. Think values, beliefs and promises. According to the Harvard Business Review, shared values are a driving factor in 64% of brand relationships, highlighting the significance of aligning your brand's values with those of your audience to foster meaningful connections and long-term loyalty.
Brand Personality
If your brand were a person… what would they be like? Humanising your brand by defining its personality traits fosters emotional connections with your audience, making your brand more relatable and memorable.
Key considerations for effective brand positioning include:
Uniqueness: Strive for originality; copying others won't make you stand out. Your uniqueness is your greatest asset.
Relevance: Ensure your brand resonates with your audience's needs and desires, staying attuned to their preferences and values.
Consistency: Consistent messaging builds recognition and trust over time, reinforcing your brand's identity and values.
Credibility: Authenticity is paramount. Avoid exaggeration and ensure your brand's promises resonate with customers on an emotional level, fostering trust and loyalty.
Investing in a robust brand positioning strategy lays the groundwork for a remarkable brand. Strategic branding isn't just a luxury; it's the driving force that elevates ordinary businesses into extraordinary ones.
Want to know more about our branding process? Say hello, we don’t bite.
