2020年品牌推广综合指南_奶茶店品牌设计

奶茶店品牌设计的核心价值在于为企业打造独特的品牌，奶茶店品牌设计可以给企业带来良好的社会声誉和经济效益。

注：配图为本公司设计作品

奶茶店品牌设计原文直译：

坎托比

60分钟。内容第一章——品牌的基础

第2章-品牌管理

第3章-品牌识别

第四章-品牌一致性

第5章-品牌体验

第6章-品牌定位

第七章-品牌形象

第8章-品牌关联

第9章-品牌意识

第10章-品牌真实性

第11章-联合品牌

第12章-品牌重塑

第13章品牌价值主张

第14章-品牌资产

第15章-品牌倡导者

第16章-产品品牌

第17章-品牌忠诚度

第18章-品牌识别

第19章品牌透明度

第20章品牌合规

第21章品牌差异化

第22章品牌稀释

以下是2020年品牌化的完整指南。如果你正在寻找一些令人兴奋的，新鲜的想法，你来对地方了。

第一章——品牌基础为了理解品牌基础，你首先需要了解什么是品牌。

什么是品牌？

品牌是在不同组织之间建立区别的特质或独特特征。品牌是客户以任何身份与一家公司打交道时的感受和体验质量。它通常由徽标、视觉设计、语气、声音、标语等元素组成。

什么是品牌？

品牌化是一个营销过程，通过使用不同的元素，如徽标、配色方案、价值观等来积极影响客户，从而发展品牌。品牌有助于观众区分品牌，并给他们一个好的理由来使用他们的服务，而不是竞争对手的服务。

为什么品牌很重要？

品牌在你的公司和竞争者之间划出了清晰的区别。一个可识别、可信赖的品牌是强大宣传活动、客户忠诚度和展示权威的重要催化剂。

品牌本身就是一种资产。它推动你的营销，创造热情的客户，提高认可度。

以下是品牌赋予组织力量的一些主要方式：

提高营销活动的费用。品牌是每个新营销活动和项目背后的主要驱动力之一。随着品牌的提升，每一个新举措也是如此。

增加团队成员的参与度。强大的品牌吸引高质量的求职者，并加强团队的和谐。给你的团队一些值得骄傲的东西，他们会做出积极的回应。

引导消费者消费。人们经常为了品牌而忽视质量和价格。尽管Macbooks的价格高于竞争对手的同类笔记本电脑，但你仍能看到如此多的Macbooks，这是有原因的。

创建或建立公司形象。品牌是塑造公司形象的一种方式。这为消费者提供了他们可以信任的个性化连接。

既然你已经有了品牌化的基础，并且明白了为什么它如此重要，那么让我们深入探讨一下你可以改进你的品牌化的不同方法。

第2章-品牌管理

一旦我们有了一个品牌，我们需要调整和维护它。这就是品牌管理的由来。

品牌管理是一种提高公司独特产品和服务以及品牌认知度的方法。它可以影响定价实践，提高客户忠诚度，并进一步提高整体品牌知名度。

有效的品牌管理可以提高品牌认知度，创造客户忠诚度，促进客户宣传。

品牌管理是一场马拉松，不是短跑。为了取得成功，它需要广泛的评估和不断的发展。这里有一些改善你的品牌管理的想法。

1.创建、评估和使用独特的销售主张

你独特的销售主张(美国药典)是你从竞争中脱颖而出的最大机会之一。你的产品或服务很可能在很多方面与大多数竞争对手相似美国药典。告诉消费者这是完全不同的。

我最喜欢的独特卖点例子之一是数字录像机的"电视你的方式"口号。这个简单的独特卖点让消费者知道，由于数字录像机允许以数字方式录制直播电视，按照时间表看电视已经成为过去。

要创建你自己的USP，确定你的产品或服务的不同之处。然后，想出一个朗朗上口的方式来表达这种差异化。

2.盘点你的品牌资产

品牌资产非常重要，需要特别关注。确保你对你的品牌资产目前的表现有一个牢固的把握。以下是一些需要考虑的重要资产：

视觉元素。您的特定视觉效果，如徽标、配色方案、布局和图像都是资产。事实上，如果使用得当，它们非常强大。想想在产品上贴上一个流行的标志有多有价值——销售通常会随之而来。在制作和改变你的视觉元素时，请记住这一点。

信息传递。品牌信息是你如何描述你的品牌的独特特征。它专注于品牌的核心价值。

信息传递是如此重要的资产，因为它会影响消费者。随着你的语气和信息为你的目标受众所熟悉，每一个新的活动都会更加有效。

3.实施一项计划

规划是品牌管理的重要组成部分。确保你已经制定了一份详细的计划，说明你打算如何处理评估、组织和技术等问题。一个计划也可以概述外包品牌管理任务的决定。

无论你的理想过程是什么，确保它清楚地展示给所有人看。谈到评估，保持一个品牌元素的运行列表，并在必要时进行更改。

当考虑技术时，寻找补充你最重要的品牌管理过程的工具。例如，品牌风格指南是保持组织标准的有效方法。

规划的一个被低估的方面是沟通和重新评估。确保在整个过程中通知必要的团队成员。为你的计划安排未来的评估，以适应所有潜在的变化。

既然你对如何管理你的品牌有了一些想法，让我们来看看一种脱颖而出的方法——品牌识别。

第3章-品牌识别让我们考虑一下，我们希望观众如何看待我们的品牌。如果我们公司有自己的个性，会是什么样的？

品牌身份是我们作为一个企业向消费者展示自己的方式。这是通过品牌价值和信息传递实现的。品牌标识是通过视觉元素创建的，如标志和字体，这有助于向消费者展示个性。

强烈的品牌认同让我们的目标市场对我们的品牌有正确的认识。这有助于证明我们是独一无二的，令人兴奋的，有一种他们能理解的个性。

那么，我们如何创建自己成功的品牌形象呢？这里有一些让你开始的关键提示。

1.回顾竞争对手

如果百事可乐将自己标榜为可乐消费的健康选择，并且其销量飙升，可口可乐很可能会效仿。

研究竞争对手，看看其他人是如何成功的，这是保持相关性和取得成功的必要条件。

这并不是说你应该复制成功的品牌，塑造你的身份来模仿他们。相反，这是一种看到他们如何建立一个坚实的品牌，并提出你自己的最终结果的方式。

在研究竞争品牌时，要考虑的一些关键因素是他们如何影响品牌认知，他们使用了什么样的视觉元素，以及他们做出决定的环境是什么？

回答这些问题，你就能找到一种打造自己成功身份的方法。

2.保持基调

品牌识别的一部分是把你的品牌描绘成某种东西，无论是某种个性还是性格特征。

道奇卡车呈现出一种坚硬、强硬的基调。苹果产品的广告使用现代的、创造性的语言。你的语气从哪方面决定了你的身份？

无论它是什么，它必须在每个新项目和活动中得到维护。总是有改变和创新的新想法的空间，导致一个新的基调。但是，这种情况很少见，在实现之前应该仔细检查。

最终，你不想混淆你的目标市场。如果在一个广告中你的语气是激烈、极端的，那么接下来的广告就不应该是柔和、轻松的语气。

3.进行必要的更改

很难在长时间内呈现完全相同的品牌形象。现实是我们生活的世界变化很快。词语、概念、形象都失去了意义，变得完全不同。

我们的身份在这些变化中获得成功的唯一途径是通过有计划的适应。

菲利普斯在上世纪90年代末发起了一场引人注目的运动，用披头士的一首歌"变得更好"作为他们的简短广告词，以配合他们的口号。正如迪斯科消亡一样，摇滚乐也消亡了，取而代之的是电子音乐或说唱音乐。同样，菲利普斯不再使用摇滚歌曲作为他们的顺口溜。

如果你的品牌标识运作完美，并传达了正确的信息，那很好，但是记住，明天，它可能会"死亡"或有一个全新的意义，所以要准备好适应。

在所有花哨的标识和朗朗上口的广告词背后，是你提出的身份。如果它没有达到预期的受众，没有建立真正的联系，一切都是徒劳的。确保你做你的研究，以确保它。

既然你提出了一个代表你品牌的身份，让我们集中精力保持一致。

第四章-品牌一致性

一旦你建立了品牌的基础，是时候关注品牌一致性的重要性了。

品牌一致性是一种方法和结构，用于保证信息和其他元素忠实于最初的品牌价值和理想。品牌一致性给你的目标市场一个熟悉和联系你的品牌的机会，因为它不断地向他们传递正确的信息。

一致品牌所享有的成功的可视化图表。保持一致性可以提高整体可信度、满足客户期望、建立忠诚度并简化营销任务。

以下是保持一致性的一些关键方法：

1.确保所有团队都参与进来

您的品牌只有与使用品牌材料和资产构建项目和活动的团队保持一致。

确保所有授权方获得访问重要品牌材料的权限是一回事。确保它们被正确使用，并被代表品牌的每个人使用是另一回事。

实现这一点的一个方法是增加一个测试或快速审计系统。例如，每个活动都应明确审查是否有任何品牌不一致。

2.制定和维护品牌指南

如果团队得到了可靠的品牌指导方针，并不时更新，那么他们在每个项目中保持一致就会容易得多。

一个强有力的指导方针应该涵盖语音、语气、徽标使用、字体、布局、配色方案等等。确保每个部门随时都能获得正确的品牌信息。

这些努力有助于品牌理想和价值观在任何情况下都得以展现。

3.在艰难的情况下坚持你的理想

如果你已经养成了某种习惯，并且这种习惯对你的客户来说是一种积极的整体效果，不要在方便的时候或者事情变得困难的时候放弃它。

想一想某个品牌向你提供重要东西的时候，不管是无私的承诺、额外的服务还是支持。现在，想象一下，如果这个品牌立即取消这项服务，因为在艰难的情况下这样做更容易。你会有什么感觉？

有时候，你的理想和独特的品牌特征会受到挑战。当这种情况发生时，消费者会希望你坚持最初的价值观。如果你不这样做，他们会改变对你品牌的看法。

当你满足了一致品牌的要求后，你就可以开始为消费者创造美妙的体验了。

第5章-品牌体验一个神奇的生活瞬间可以永远改变我们的观点。同样，我们珍惜的经历可能与一个品牌联系在一起，在我们的余生中与这个品牌联系在一起。

品牌体验基于重要的过往经历，塑造了顾客对品牌的思考和感受。它通过在顾客和品牌之间建立积极的情感联系来创造忠诚的顾客。

如果你提供的品牌体验不能让观众兴奋，随着时间的推移，他们会忘记你，转向其他品牌。

我发现一个代表梦幻品牌体验的例子是家庭影院（Home Box Office的缩写）的《密室逃脱》。显然，将家庭影院（Home Box Office的缩写）和经验联系在一起可能很困难，因为它只是播放一部电视剧或电影。没有真实的事件或互动。

然而，HBO利用了现实生活中的一个现象——密室逃脱。这是一个团队建设游戏，参与者利用线索一起走出一个锁着的房间HBO电视台。更进一步，从他们受欢迎的电视节目中重建房间。这创造了一种品牌体验，人们会永远记住，并与家庭影院（Home Box Office的缩写）品牌联系在一起。

让我们开始建立自己的品牌体验。这里有一些有用的策略。

1.尽可能个性化

现代用户期望在他们几乎所有的平台上实现个性化。如果我们有机会个性化体验，这是绝对必须的。

个性化的体验将使活动更加难忘，并在消费者和品牌之间建立更深的联系。相反，如果我们不能满足消费者的期望，他们肯定会从愿意的品牌那里寻求品牌体验。

想象一下，你连续五年每个月都去看戏。剧院的员工了解你的喜好，明白如果你坐得太靠右，就看不清舞台。因此，每个月当你去看演出时，他们会把你带到左边一个非常适合你视力的地方。

现在想象一下，你去参观，没有人带你去正常座位。事实上，他们完全无视你，你只能自己照顾自己，最终坐在剧院的右边。

这个例子显示了个性化体验和非个性化体验之间的直接区别。确保你的品牌使用所有必要的工具和技术来迎合消费者的需求。

2.将情感作为目标

如果你在看电影的时候哭过，你很可能记得电影的名字和让你流泪的场景。

同样，如果你被一部电影吓坏了，你可能会记得那部电影和让你害怕的场景。

品牌体验是由情感反应支撑的。如果这一瞬间足够强大，足以引发某种类型的情绪，那么这个人就有可能在特定的感觉（或者在这种情况下，情绪)和品牌之间建立积极的联系。

3.设定正确的基调

请记住，消费者期望从品牌那里得到某种基调，这是基于他们与品牌的历史。举办活动的流行瑜伽连锁店可能不想在活动期间播放金属乐队，因为这将传递错误的信息，不会给消费者带来他们期望的体验。

有许多不同的方法来设定品牌体验的正确基调。例如，实体店的布局应该符合你的品牌理想和价值观。想想你的品牌展示自己的不同方式，并确定它是否传达了正确的信息。

第6章-品牌定位在看到不同的品牌标志或听到品牌广告词时，大多数人会想到特定品牌提供的价值类型、特征和积极属性。

这是因为标志设计或叮当声直接传递了一个品牌的核心价值观和理想吗？当然不是。而是因为他们如何利用品牌定位。

品牌定位是一种影响目标受众的方式，让他们在每次想到你的品牌时，都能理解你提供的特性和价值。品牌定位是一种战略方法，将你的品牌呈现为一种优越的选择。

品牌定位本质上是一个品牌如何展示其在目标市场发现有价值的事物类型方面的积极属性。

让我们开始创造你自己独特的品牌定位。以下是一些关键策略。

1.精心制作一份有意义的品牌定位声明

深思熟虑的品牌定位声明是创建有效品牌定位的最基本、最有力的方法之一。

品牌定位声明是定义你的品牌的一种方式——它做什么，它帮助谁，它如何帮助他们等等。这给团队成员一个在整个项目中如何表现的清晰轮廓。

确保陈述直接而清晰。一个典型的错误是创建一个过于模糊的陈述。"我们努力工作是为了变得伟大。"是一个过于宽泛的陈述的例子。所有的品牌都试图变得伟大。更加独特和具体。

品牌定位声明的另一个被误解的概念是，它不是一个口号或对公众的声明。品牌定位声明仅供内部使用。

2.创建品牌定位图

没有对你的目标受众的认知（关于你的产品/服务与竞争对手的对比),品牌定位是不可能的。

因此，找到一种方法来关注你的受众如何看待你的品牌是至关重要的。

幸运的是，有一个有效的方法可以做到这一点：建立一个品牌定位图。这为我们提供了一个视觉蓝图，当涉及到不同的属性和特征时，我们的品牌相对于竞争对手的位置。

通过创建地图，我们可以更好地了解消费者对我们的看法。

上图是我根据自己对不同花生酱品牌的最佳判断制作的品牌定位图。请注意，有单独的象限，根据优势和特点组织品牌。

我的例子表明，PB2是高热量和昂贵的斯基皮是昂贵的，热量较少，JIf是一个很大的价值，彼得潘也是如此。

构建您自己的地图时，包括对您的目标受众很重要的要素。

3.考虑竞争，沿着铺好的路走

一旦你了解了你的品牌的直接竞争，给你的品牌定位就容易多了。这意味着你需要研究当前的市场，找到潜在的竞争对手。

接下来，考虑这些品牌定位自己的方式。他们所做的看起来有用吗？如果是，他们是如何实现的？深入了解他们的情况。

最后，从你的研究中获得新的信息，并将其应用到你自己的定位中。这种方法的好处是你可以从其他品牌的失败中吸取教训，避免失败。

第七章-品牌形象

当你对自己的品牌形象有一个很好的理解时，其他的一切似乎都会水到渠成。此外，这种理解允许你努力改善和提高你的形象。

品牌形象是目标市场对品牌的感觉。这种感觉和认知受到品牌价值的影响，

ideals and identity. Brand image is largely crafted by customer interactions with brands.

Remember that brand image isn’t something we have direct, total control over. For example, if an automobile brand changes its slogan to, ‘The safest cars available’, it doesn’t mean their audience will agree.

Brand image isn’t how we see ourselves; it’s how our customers see us.

That being said, we can attempt to influence our brand image. In fact, we need to put our best efforts into this process in order to succeed. A good brand image helps with sales, customer loyalty and more.

Here are a few of the most important strategies to positively influence your brand image.

Transform your persona

However successful something is, there’s always room for improvement. This is definitely true with brand personas.

A brand persona is the way brands highlight specific features, values and ideals that are important to them. Personifying a brand makes it easier for consumers to connect with and understand its values.

Even if you have a persona that is working quite well, look for ways to improve it. If you can’t find any, that’s fine. Instead, set up a schedule to evaluate it. This ensures any societal changes don’t throw you off-guard.

Create and unify brand visuals

It’s important that every brand find the right visual elements to match their personal ideals. Just as camouflage matches its surrounding, so do visual layouts and color schemes match a brand’s values.

If your brand wants to promote a environment-friendly lifestyle, colors like blue and green likely work better for it (since the Earth has a lot of blue and green).

Once you’ve come up with the layout schemes, colors, fonts and other visual elements for your brand, it’s important to keep them consistent across all platforms. This requires a unified effort from each department.

One way to ensure visual conformity is to put into place a system that verifies each project meets the requirements.

Consider your brand voice

Similar to a persona, the brand voice is a way to express a certain aura to a target market. Brand voice, like visual elements, needs to stay consistent from campaign to campaign.

Voice reminds people of audible elements, but it extends further to things such as emails, social media and more.

There are a lot of factors that go into voice, which vary from vocabulary to tone and more. Consider how customers will perceive your voice – the attitude and tone it relays.

Think of the different ways your brand could be more human and develop your brand voice accordingly.

Chapter 8 – Brand association

It’s easy to see why brands want to be associated with certain attributes, like Facebook to social togetherness or YouTube to individuality and creativity. This connection essentially transforms how people think of a brand. It’s created through brand association.

Brand association happens when certain brand traits are entrenched in a customer’s mind. The ideal situation is for these traits to be positive rather than negative. Brand association creates value and equity by making consumers aware of their quality.

As important as creating positive brand association is, it’s crucial you remember that this is a delicate process that takes planning and effort. Putting a tank next to a dozen eggs in an advertisement won’t make people associate your eggs with the strength of a tank.

Let’s take a look at some ways to create your own brand associations.

1. Understand when and where to use visuals

Just as a skull and crossbones doesn’t belong on breakfast cereal boxes, neither do your brand visuals belong on incompatible locations and campaigns.

Think of ways that your brand elements could influence your target market to create positive associations. Sometimes, your color schemes and layouts do most of the work for you. Other times you need to get creative.

For example, if you have brand colors like orange and black, creating some type of Halloween campaign would be effective.

The last thing to remember when it comes to branded visuals and creating brand associations through them is to respect and understand your limitations.

2. Introduce the right language and vocabulary

An advertisement that uses the wrong language is usually a disaster, even if it’s unnoticeable to the creators. For example, an ad for an MMA fighting event wouldn’t want ‘weak’ language in the promotion, using words such as ‘fun’, ‘happy’, etc.

This type of mistake can create a negative association that fails to accomplish what a brand proposes itself to stand for or value.

Part of creating the right brand association is using the right tone as well. It’s not enough to use consistent vocabulary – you also need a consistent vibe. Think of the way your wording sounds when reading it. Does it relay the values and goals of the brand? Will it get people to create the right type of associations?

3. Introduce personification

Personification brings inanimate objects to life, giving human traits and tendencies to something that does not have them.

Why is this so important? People love connecting with things on an emotional level, but that’s difficult when not everything is humanistic.

Even if a lamp is reliable, chances are you won’t have strong feelings toward it one way or the other if it breaks. However, if you give that lamp a name, attach some fake legs and draw a face onto it, some feelings might arise.

The same goes with your brand. Look for ways to personify things that might influence positive brand associations. Chances are there are a lot of different ways to use this powerful idea immediately.

Use these ideas to create brand associations that bring more customers and followers to your brand. Even the smallest associations can make waves.

Now that you understand brand associations, let’s take a look at the brand awareness concept.

Chapter 9 – Brand awareness

When people see the Coca-Cola logo, they feel comforted, nostalgic, happy and calm. This is definitely not unusual. In fact, most everyone has some type of brand that brings out certain powerful emotions.

Now, it would seem that Coca-Cola would have wanted their logo to make people thirsty, and maybe they originally did. However, their extensive branding heightened their brand awareness.

Brand awareness is when someone recognizes specific brand traits and unique qualities. It is more than just seeing a logo and knowing which brand it belongs to. Brand awareness is a positive quality that indicates success.

So, why is brand awareness so important? For one, it’s a main driver of brand equity. As customers grow accustomed to a certain brand’s quality, they’re willing to pay more for their products over competitor’s.

Another reason it’s so valuable is it helps companies introduce new products and services or enter new markets.

Let’s break down some of the key ways to boost your brand awareness:

Spell out your brand in detail

One of the biggest problems many brands have is that their target market doesn’t understand who they are or what they do. To overcome this, work on making it clear what the brand is all about.

Think about the different ways your brand is presented to audiences. Would they be able to describe it in detail? Could they explain its characteristics?

These types of questions need to be answered in order for a brand to gain true awareness. Put your best features forward and make it clear what your brand stands for at all times.

Focus on content

It’s pretty tough to further our branding efforts without a serious focus on creating amazing content. Remember that people are accustomed to receiving all types of advertisements and clickbait each and every day.

We need to completely disconnect from the mundane and instead overhaul the way our content is delivered and the level of quality it contains.

Don’t put a cap on your creativity! Remember that most people will enjoy something if the overall content is quality. It doesn’t matter if it’s an ad trying to sell something or a random story – the quality is key.

Give audiences a reason to listen

You’re trying to reach out and connect with customers in so many different ways. Take a step back and decide whether your approach is working. Put yourself in the shoes of your recipients and see if these methods would please you or be off-putting.

In what ways are you connecting with audiences? Does this connection feel like an attempt at a sale or a friendly check-in?

This doesn’t mean you have to personalize everything or avoid conversations about sales. Instead, it’s simply a reminder that brand awareness isn’t built by bludgeoning our customers with boring newsletters that offer no personal connection.

Chapter 10 – Brand authenticity

When most people picture a brand that they want to connect with, it is always, at the very least, sincere. The brand is truthful, honest, genuine and real.

I’m not alone in these requirements, either. It’s common for brands to be evaluated first and foremost on brand authenticity by their audiences.

So, what is brand authenticity? It’s the result of a brand that sticks to its values and is honest with its customers. An authentic brand goes out of its way to keep lines of communication open to customers while showing that it really cares.

Brand authenticity allows companies to thrive in situations where others may struggle. Customers continue to purchase products and services from brands who are authentic.

Here are some ways to build up your own brand authenticity:

1. Transparency is king – strive for it

It’s pretty tough to be authentic without full transparency. Even if everything you say is true, if you hide anything or fail to answer certain questions, it all falls apart.

This is where things can get tricky: giving a non-answer is unacceptable. A true commitment to transparency requires an all-or-nothing approach. Everything has to be out in the open, otherwise your audience will assume the worst.

A common example of transparency is when McDonald’s began placing the nutritional content of their food onto the packaging.

Whether this decision came from outside pressures or within, it showed true transparency and opened up the possibility of making their brand appear authentic.

2. Remember what’s truly important throughout each campaign and interaction

It’s easy to lose sight of our goals, values and visions from time-to-time. However, it’s important we realign with them immediately to maintain brand authenticity.

Each time we have communication with our audiences, it’s crucial to, on top of being sincere, uphold our brand ideals.

When people think of authentic brands, they generally picture the values brands have and the larger goals they pursue for the greater good.

Every brand campaign, project and communication should reflect this, in some way or the other. Stay honest and true to our ultimate goals to be genuine in the eyes of our target audience.

3. Follow through on everything

If you give customers a special reason to believe in your brand, don’t fail to meet this expectation. This goes for claims, values and product or service specials.

If your brand stands for something, see it through in all situations. Your target audience will absolutely notice if you fail to do so.

When releasing a new line of products, make sure all claims made about them can be met. It’s easy to slip up, but it’s not so easy to gain back customer trust.

The result of your consistency and commitment will be a true customer loyalty and an audience base who believes that you are truly brand authentic.

Chapter 11 – Co-branding

If you’ve ever been on a road trip with someone, you’re probably aware of the idea behind teamwork. On a road trip, it seems like one person drives while the other navigates the map or GPS.

If you and your companion are both great drivers but bad navigators, you don’t make the best team. Similarly, if you both are great navigators but bad drivers, the trip might not go so well. Clearly, the best result is if one is a good driver and the other a good navigator.

The same can be said about brands. Teaming up with another brand has potential to be great or terrible, depending on if you find a good match. This is called co-branding.

Co-branding is an agreement that joins two (sometimes more) companies to create a new product or offer a new service. The reason this works is because they share each other’s brand names, logos and other brand elements.

Co-branding can help brands in many ways, including:

Entering new markets Overcoming potential weaknesses Reducing risks Maximizing publicity

As you can see, co-branding has some serious potential to help a new product or service succeed. However, it’s not always beneficial. Just like in the ‘drivers and navigators’ scenario above, things can go awry.

Co-branding has a few negative possibilities, such as:

Bringing in a bad reputation from a different brand Financial issues/negotiations Opposing cultures

With this in mind, let’s look at some strategies and guidelines sure to put you on the right co-branding path:

1. Make sure you can justify the new product

The idea to co-brand and release a new product has to be backed up by solid reasoning. This is not meant to be some type of stunt or ill-planned strategy.

In order for the co-branding to be successful, you need to ask yourself whether the product or service you’re creating will actually please customers. Keep in mind, adding a new logo to the product doesn’t really add anything for the customer.

There needs to be a concrete reason why the new (or improved) product adds value, otherwise the co-branding will fail.

2. Remember, you’re working with another brand – draw up a concrete proposal

If you’ve ever been in some type of partnership, even if it was brief, you certainly know how quickly a disagreement can send things off the rails. The same goes for co-branding. No matter how well things might be working with our products, there is bound to be some disconnect at some point.

When this happens, you’ll want to be sure that you don’t get taken advantage of. That’s why it’s so valuable to, before the co-branding partnership, create some type of agreement. This should specify key details of future potential incidents.

The most important part of this phase is making the agreement as clear as possible, so that if something goes wrong, there’s no uncertainty over the next steps to take.

3. Consider what each side might bring to the table

Two wrongs don’t make a right. With co-branding, two rights don’t always make a right either! What I mean by this is, having two parties that are experts at one thing doesn’t mean the resulting projects they complete will be expert-level.

Oftentimes, two brands that excel at the same thing can’t really work together. It seems strange, but the differences in strategy and theory will likely result in a completely worse result than if the brands had completed a product on their own.

To combat this, you’ll want to select a co-branding partner that is in a similar field but doesn’t do exactly what you do. For example, if you make footballs, don’t team up with another brand that does too. Instead, team up with a paint brand that can paint your footballs.

Chapter 12 – Rebranding

The need for serious change comes and goes, leaving a window of opportunity to create something new or improve on something that already exists.

When it comes to your brand, minor changes do happen every so often. However, a rebranding pushes everything forward and attempts to build a powerful, unique brand.

Rebranding is the way brands evolve their identity, pushing forward new visual elements and positioning while also showing their audience that the brand is completely different. A rebranding is a comprehensive change that creates a completely different outlook on a brand’s values and goals.

A rebranding is important for many reasons. Here are some of the main benefits:

Boosts creative workflows Brings in new customers Expands uniqueness Shows why you’re a better choice than the competition

Now that you see why rebranding is so important, here are some keys to getting it right:

1. Go the extra mile

Part of rebranding is the idea that you’ll come away with something better. This only takes place if your process is comprehensive and coordinated.

Remember that you’re not just changing a logo haphazardly; but instead are syncing all branding elements together with a new core concept.

The deeper you explore and more coordinated your process becomes, the better the chance of a successful rebrand.

2. Deepen your understanding of the competition

Rebranding isn’t always just about our brand alone. Sometimes, we need to maneuver based on what the competition is doing.

This makes it very important to research and analyze our competition in order to figure out the ways in which they’re succeeding or not.

Once we have some solid information about our competitors, we can then use this information to inject ideas and creativity into our own rebrand, increasing the chance of success.

3. Coordinate everything for consistency

An extensive collaboration is a must from all teams for a rebranding to work. Without it, there will be areas where consistency is lacking.

This often goes beyond during the planning phase of the process, too. It’s important to gather feedback in an effective manner from all types of impacted departments. This will give better insight into if everything is fitting together nicely.

Finally, make sure that all potential changes are thoroughly understood and there is a detailed plan that provides structure to all the work about to be done.

4. Evaluate your brand elements

Part of rebranding involves changing different brand elements, such as a logo, slogan, jingle, etc. In order to do the rebranding correctly, these elements will sometimes have to be adjusted in order to fit the new core values.

As such, take some time to evaluate these elements and decide whether or not they are still relevant within the new values and mission.

For example, if your brand decides to create a new tone that represents dark, heavy, aggressiveness, a color scheme of pink, white and yellow might not make a whole lot of sense anymore. This goes the same for all logos and other brand elements.

Chapter 13 – Brand value proposition

There’s a lot to be said about first impressions. One of the most common ideas about first impressions is they are very brief! You get a quick chance to make a good one.

A brand value proposition is similar. It is a message placed on the entry points of a company webpage, designed to inform specific details about the brand.

This message details why a customer should select your product or service instead of your competitors. It does this by offering what types of problems you’ll solve for the customer.

There are quite a few benefits of creating a successful brand value proposition, including:

Increases leads and sales Boosts overall focus Creates separation between you and the competition Makes things easier on marketers Structures future projects

With so many benefits, it’s clear you should put serious effort into this task. Here are some tips to writing a powerful brand value proposition:

1. Wording is crucial

Included in this idea is the length and structure of the wording. Just like with any other time you write, certain lengths are too long or short. Generally, the brand value proposition should be brief yet long enough to include a lot of details.

As far as the content, it should be catchy and creative but simple at the same time. You don’t want to confuse the readers in the slightest, but you don’t want them to be unimpressed – find a happy medium.

Lastly, stick to the facts and what you’re truly able to offer. Don’t make it sound like you’re trying too hard to convince the customers. This will turn them off.

2. Include the most important benefits

Just because the value proposition is shorter in length, doesn’t mean it can’t be loaded with information.

Jam as many of the benefits and solutions you offer into the proposition, as this is your best shot of getting customers to stick around.

It should be pointed out that there’s not really anything wrong with going a bit longer in the text if you need to. As long as you structure everything correctly so it’s appealing aesthetically, readers shouldn’t have a problem.

3. Consider your presentation

The presentation of your statement absolutely matters, and should sync with the rest of the page overall. For example, it should be within the correct color schemes, use the same font, etc.

Also take note of the images used in the background or near the value proposition. Even though they’re not technically a part of it, they do add to it (or take away from it). Keep all images as demonstrations of the services.

Consider adding things like bullet points and other paragraph-shortening methods to make things a bit more snappy and easier to read. This will give the overall feel of the page a much better touch.

Chapter 14 – Brand equity

Do you ever wonder why certain brands charge a higher price for similar products? Seems like a strange concept when you think about it.

Even stranger is the fact that customers willingly pay these higher prices despite knowing full well that the product is essentially the same.

This concept is driven by brand equity, and it’s not going away any time soon, so make sure you’re doing everything you can to increase yours.

Brand equity in a nutshell is how strongly customers trust a particular brand. This adds measurable value to a company and allows them to price goods and services higher because of the brand name attached to them. The better the consumer perception of a brand, the higher the price can be without losing sales.

Brand equity is responsible for numerous positive benefits, some of which are lesser-known. These typically include:

The power to increase prices The potential to keep customers longer Aids expansion into new markets

So how do we obtain stronger brand equity to reap these rewards? Here are some key methods:

Uphold brand values

Brand values give customers a reason to believe in your company, showing them that you truly stand for something. To boost brand equity, we need to maintain these values and show our customers that they extend further than a sale, product or service.

One way to uphold our values is by creating marketing campaigns that showcase our commitment to them. For example, if our brand stands for helping the hungry, we could create slogans that shed light onto this fact.

Similarly, you can connect your brand values to the products and services you sell. For example, to show you’re committed to helping the hungry, you could create a new product that isn’t at all wasteful. This helps promote your true values at all times.

Connect with customers

A powerful way to get customers to connect to our brand is by building an authentic relationship with them.

We can do this by striking up conversations when possible, through all different mediums. Also, if we’re able to get creative, there’s a good chance we’ll find unique ways to stay connected.

For example, seeking out ways to increase engagement on things like social media is helpful. Also, adding a personalized touch to a purchase encourages repeat sales.

Remember that customers have different emotions and feelings when they make a purchase from your brand. It’s up to you to guide these feelings toward a positive emotion.

Stand out among competitors

A large part of brand equity comes from our ability to show why we’re a better fit for the customer than the competition. To best do this, it’s important to evaluate how well our products and services stand out.

It’s also crucial that we handle this process comprehensively, considering the quality and character that our brand and product represent, then adjusting if necessary.

Continually look for new and exciting ways to create separation from the competition while aiming your brand to meet customer requirements.

Chapter 15 – Brand advocate

Imagine a random movie executive you’d never heard of published an article in the newspaper exclaiming that the new superhero movie was the best film of all time and an absolute must-see. It’s possible that this encourages you to go out and watch the movie.

Now, imagine your best friend tells you that the new superhero movie is the