1. PURPOSE

Every brand has a message and promise, however we’re in a market where consumers have become smarter with their purchasing decisions, having a well defined purpose – your WHY – will separate you from the rest.

2. POSITIONING

Work on differentiating your brand so that you can grab attention and stand out from competitors. To do this you have to create a unique advantage in the mind of your customers through your logo, colours, and value proposition supported by a kick-butt brand strategy.

3. CONSISTENCY

Stop talking about things that don’t matter or relate to your brand, everything you do has to be in line with what you stand for. How you answer your phone, the imagery you use, your messaging etc, it hast to be cohesive! Consistency = recognition = customer loyalty.

4. EMOTION

People connect by relating! People make buying decisions through how a product or service makes them, or will make them feel! What are you selling? What’s the experience you want a customer to have when visiting your brand?

4. (A) Connect on a deeper level:

Find ways to connect on a deeper, more emotional level! People have a basic psychological need to belong, to create bonds and relationships, It’s a huge part of our behavior. Give your brand a personality and human characteristics.

5. RELEVANCE

With the fast changing market, relevance is key! Your brand needs to be flexible and be creative in your campaigns. Be open to new ideas & methods, use technology and social media to your advantage: This will help you build interest and distinguish yourself from competitors.

6. VALUE ADD

Great! You have people that love your brand / business and have been loyal to it! Reward them! Give something away once in a while, this will keep them coming back and refer customers to you which equals to more profit.

7. FEEDBACK

Make it your duty to know what your customers say and think about you! It will aid aspects of your brand that you might need to improve on.

8. EMPLOYEE INVOLVEMENT

Okay, if you’re a startup, remember as much as it’s your brand, you’re still an employee of it, so this applies to you as well. An employee needs to be well versed in how they communicate the brands values, vision and service to customers.

8. (A) Live your brand

If your brand is fun, quirky and colourful in its branding and messaging, customers can’t expect a grumpy and unwelcoming tone when they call in. By living your brand you’ll build a strong reputation and brand experience, which ties into emotion, loyalty & more profit.

9. COLLABORATE

Don’t do it alone! Find other brands that are in line with your vision not your competition! Such partnership always create innovative and beautiful products, campaigns or experiences. “No man is an island”

10. BE PATIENT

Building something worthwhile takes time. You’ll fail, you’ll be challenged, understand that it’s part of the process and the only way to greatness.

BPD Image

Written By: Sello Mokganya

Bio: Sello is a Senior Graphic Designer at BPD Advertising. He has been with the company for 4 years. He enjoys building Corporate Brands and spending his free time on Twitter. 

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