Understanding the Brand Anatomy: Four Basic Ingredients of a Brand Strategy

Understanding the Brand Anatomy: Four Basic Ingredients of a Brand Strategy

What is a Brand?

If we are asked to think of a brand, we instantly think of certain names with their logos, maybe names like Apple, Pepsi, TATA, and more. However, a ‘brand’ is so much more than a name or a logo. A brand is an intangible value that rests in people’s mind who experience service or products of a company. It is the single most powerful value that a company can create on its journey to achieve profitability and success. In simple terms, a brand is the personality of a business, it is the intangible and emotional relationship that a firm shares with its customers, employees, partners and other stakeholders. 

These stakeholders help a company create its brand by positively responding to any communication or marketing practice that distinguishes the business, its product or services from the other companies in the industry. Hence, a branding strategy includes visual strategy, design language, marketing and communication strategy which cumulatively create an experience that consumers and other stakeholders have with the company. From here, let me take this opportunity to further dive deeper into the anatomy of a brand.

The Anatomy of a Brand

The word “Brand” dates back to Old Norse, it came from the practice of branding cattle with symbols more than a century ago, where cattle ranchers used branding irons to indicate which animals were theirs. And that’s what branding does for a business – It is the sign that distinguishes the product manufactures or service providers. Earlier, companies exercised simple branding activities to avoid forgery, but with the eruption of modern consumers, the companies took branding activities to the next level, when men in suits understood that brands have the power to sell goods to the masses. Since then, the concept of branding and advertising has been continuously evolving and today the custodians of branding – marketing communication agencies – are constantly applying their creative energies to build brands. Today, marketing communication firms are building brands by correlating companies with prevalent values to build an emotional connect with people, and this is where a lot of modern strategies are targeted.

I have been placing collective and successful brand strategies for several years, and I have come to learn that there are four key essentials which combine to create the best depiction of any brand.

The Four Key Elements of Brand Strategy

Brand Architecture

When we talk about brand architecture we are referring to the whole anatomy and the structure of a brand within a business. Brand architecture is a method that classifies products, services, and brand values and helps the target audience to access and relate to the company. An effective brand architecture empowers consumers to form their perspectives and liking for a whole family of brands by communicating or learning about the only single-brand in that family.   

Even budding brands can see measurable development in performance by better organizing their offerings. Irrespective of a firm’s size, effective brand architecture can enable firms to target at the need of their specific customer segment, considerably reduce the marketing cost, and can bolster self-assurance among stakeholders in the strategic direction of any brand.     

Brand Positioning Statement

In the field of Marketing, there are only a few things as commanding as an effective brand positioning statement. Positioning Statement is often confused with the company’s taglines or slogans, but the positioning statement is a short sentence declaration or paragraph that defines the brand’s position in the market place. It floats the basic idea of any brand and its values which their customers can relate to and help them differentiate from other companies in the industry.  

A brand positioning statement is vital because it helps brands to define themselves in terms of product offerings, target audience benefits offered and evidence. This allows brands to focus on their core values and element, and streamline the decision-making process. 

Brand Personality

Brand personality identifies the fact that we create an emotional connection with brands. It is the personification of a company and enables people to assume a brand as a living entity. The question is that if your brand was human, what type of person it would be? And what words would you choose to describe it?

Thinking of a brand as a person helps defining its spirit or purpose and using words that we would use to define a person can exceptionally help in defining the communication strategies of a given company. This helps in setting a universal brand tone that is persistent across web copy, advertising, social media, and other messages.  

Brand Promise

Promises can never be broken or compromised as there is trust which binds it. When we talk about a brand’s promise we are talking about a promise that is outlined as if, you are interacting with a customer. When developing your brand promise, it’s pivotal for it to be strong, clear, honest and realistic.

The brand promise is important because it is a way of defining the brand language that you want to propagate straight to your customers. Good promises are easy to remember and are simple for people to refer back to. They are generally short and crisp in most cases; they are only five words or less. It also enables your brand to emotionally connect with your customer.

Conclusion

A robust communication strategy will comprise of all the four elements of brand strategy: brand architecture, brand positioning statement, brand personality, and brand promise. At the end of the day, these elements – when developed successfully – will facilitate a greater connection with your customers and enhance the perception of your brand in the marketplace.

Written By Mr. Ratnesh Maurya Founder, CaravanIndie.in a Strategic Public Relation & Communication Firm.

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