Brand Positioning – Who is your target audience, parents, children, retirees, athletes, DIYers, technophiles, busy professionals, social influencers? We buy into brands as tribes, so what does your tribe need?
Brand Consistency – Just like a person, a brand has many layers that evolve with time, when designing a brand, you must keep your message consistent with the stories you tell and the promises you make.
Brand Story – Who are you? Why did you get into the business? What marketplace gaps in-spired you to provide better solutions? What made your business what it is today? What do you stand for? Your brand story can influence much of your marketing, and customers do buy into a good brand story. You can read more about this in Donald Miller’s “Building A Story Brand“.
Brand Perception – Customers form expectations and opinions based on how you present yourself as a business, this is known as brand perception, and it can be good or bad. To grow your business, make sure customer perceptions align with your branding message.
Brand Ambassadors – People outside the company who choose to promote your brand.