There is no shortage of articles about branding. My goal as a guest blogger on The Marketing Sage Blog is not to add to the noise. The very core of a brand identity is about positioning and standing out among the noise.
I have seen too many organizations go about branding the wrong way or in reverse.
What I mean by that is they create what is called a brand identity, or a visual identity in the world of design and marketing, and then come up with a strategy or rationale to reinforce the new brand identity (i.e., logo, tagline, messaging, color scheme, website, etc.)
Brand identity is merely the reflection of the brand in visuals, messaging, design, look-and-feel, etc., and is done after a brand foundation has been set.
The House Metaphor
In brand-building, let’s use the metaphor of building a house.
You start with a foundation (brand strategy), then you put up the framing (brand architecture), and lastly, you finish the interiors (brand identity). Brand building works the same way; the process is strategy > architecture > identity.
A brand is built on top of:
1) Brand Strategy
Research, competitive analysis, differentiators, market positioning, value proposition.
A brand is defined by:
2) Brand Architecture
Mission statement, brand promise, positioning line, brand narratives, tone of voice.
A brand is carried out through:
3) Brand Identity
A combined impact of a logo, look-and-feel, messaging, website, marketing collateral, and other brand touchpoints.
Get Out Your Cement
Would you build a house without an architect drafting a plan?
When you get ready to build a brand (or renovate one), make sure you start with the foundation but most importantly, rely on a professional to help you find the site and build it.
When building a brand, start with the foundation.
This guest post is from Bronson Ma, the Chief Creative Officer of Bronson Ma Creative (BMC), an agile and scalable B2B creative agency guiding B2B organizations to help them revitalize, strengthen, and grow their brand. To learn more about Bronson Ma Creative, visit https://bronsonma.com
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
