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Christy van der Sman
consistent and cohesive
Many companies start by simply broadcasting their message. They want to move full steam ahead! However, in their enthusiasm, they often skip an essential first step: laying a strong foundation. This is, in fact, the basis for a distinctive brand. Strong brands don't operate haphazardly; they are consistent and cohesive in everything they do. It begins with a solid brand foundation that can carry your brand forward for years. Without this brand foundation, your brand has an unstable base. This results in employees who cannot convey what the company stands for and a lack of distinctive marketing towards new (and existing) customers.
building a strong brand step by step
Before you start building, you first create a plan. What is your identity and image? Who is your customer, and how do you approach them? A robust brand foundation consists of several building blocks: brand positioning, visual identity, website, and brand activation. It's essential to systematically focus on all these building blocks so that the core of your company is translated into all your communications.
1. brand positioning
The starting point is brand positioning. Who are you? What do you stand for? Why should customers choose your organization? And how do you stand out among other players in your market? With brand positioning, you make clear choices about which aspects of your brand you will communicate to your customer. This provides direction to your internal organization and ensures that your brand stands out, is considered, and is ultimately chosen by the right target audience. You look at your identity, the playing field you are in, and the ultimate core message.
2. visual identity
Once your positioning is clear, you can translate your brand identity into a suitable visual identity that appeals to your target audience. This provides uniqueness, recognition, and sympathy. Repetition is the key here. A consistent image: from color to typography, from logo to visual language. By aligning your visual identity completely with your DNA and ambition, it forms a cohesive whole.
3. website
Now that your positioning and visual identity are concrete, you can work on your website. Here, the most important brand elements come together. It tells the story of your brand and convinces customers to choose your organization. By developing a website with an optimal user experience, a fitting design, and compelling content, you can distinguish yourself and achieve your goals.
4. brand activation
When the brand positioning is clear, you have developed a suitable brand image, and you have a website that contributes to achieving your goals, it's time for brand activation. With a brand activation plan, you focus your marketing activities and come up with creative ideas to activate your brand with the target audience. It ensures that you convey the right message through the right means to the right audience. This way, you can find and engage your customers.
