People Cannot Be Enthusiastic About What They Cannot Understand
When establishing your corporate identity and branding platform, clarity and focus are paramount – successful corporate identity programs convey their brand messages clearly, concisely and coherently. A strategically focused brand and messaging platform helps connect your brand with its audience. Simply put, your audience cannot become or remain enthusiastic about your products or services if they don’t relate to them meaningfully (brand experience), and your internal teams and external agencies can’t build effective, engaging and cohesive brand communication programs if they don’t tie back to a clear positioning and messaging platform.
Engaging your audience
To help your audience understand and care about your brand, you must find innovative ways of engaging their time and attention. But, accomplishing this coherently across many different touch-points can be challenging. Here are four interrelated and critical areas that your corporate identity strategy should address:
1. Clear Positioning
As a company or brand, uniquely defining who you are, what you do, and why you matter to your most important audiences lays the foundation for your corporate identity strategy. It sounds rudimentary, but many lack discipline on this critical step and as a result their corporate identity is fragmented, inconsistent or undifferentiated.
2. Cohesive Visual Identity
In today’s market, success is difficult without a comprehensive visual branding program. From your name and logo through to online and offline communication programs, telling your organization’s story consistently through visual design enables your customers to recognize and find your brand, across every touchpoint and through every medium.
3. Effective Communications
Many factors come into play when developing your corporate identity and brand marketing strategy, but one of the most important remains connecting your brand to your audience. Name recognition alone is not enough for your audience to understand and relate to your product or service. Listening to and understanding your audience will help you develop clear, consistent messages and a strong foundation for compelling communications.
4. Understanding the Medium
Delivering the right message to the right person at the right time through the right medium is much more than just broadcasting the same message everywhere. Understanding the context where the conversation occurs, from corporate communications, advertising and sales materials through to social media and brand experiences, is as important as what you are saying.
Successful corporate identity and branding programs develop meaningful relationships based on mutual trust and understanding with your target audience. Marshall Strategy is a leader in developing corporate identity programs that are built to last. To learn more about how you can better engage your audience, contact us.