Branding Basics - Branding Works When We

Posted on Mar 2, 2012 in CHI University
Tags: public relations, integrated marketing communications, branding, branding tips, branding basics, b2b, pr basics, brand loyalty, brand recognition

We’ve realized the importance of your brand, defined your brand and identified the value of your brand. Now, how do we make branding work for you? Bottom line: Branding works when we consistently articulate core company and product values.

Highly visible brands like Time and Google can afford to change or play with their brands for special occasions, like Coca-Cola’s Christmas can for the holiday season. However, most small businesses don’t have brands recognizable enough to take those risks and possibly debase the brand. Take Starbucks, as a brand, for example. Starbucks consistently and clearly perpetuates company and product values, which is why when they took a huge risk by selling instant coffee sold in skinny packets, it worked.


Branding works when we:

  • Consistently walk the walk and talk the talk – It’s not just good enough to say or do. You must both say what you’re going to do and do what you say.
  • Consistently articulate core company and product values – Keep your company’s core values consistent when communicating with the public. This helps with brand recognition and loyalty.
  • Link your core values to positive emotions – When people think of or see your brand, make sure they associate it with a positive feeling. Make sure your brand “feels good.”
  • Encourage and drive action – Without a call to action, people will likely not take it. Make sure you’re driving people to act with your brand and marketing initiatives.


What makes a brand successful?

Clarity – Your unique brand promise
Consistency – Walking the walk and talking the talk
Constancy – Constant visibility to your target audiences

So, we know when branding works and what makes for a successful brand. But how do we build the brand into a performing, positive and profitable beast? We build a brand across every audience and every channel, including:

  • Employees
  • Shareholders
  • Suppliers
  • Customers
  • Prospects
  • Media
  • Trade Associations
  • Anyone your brand touches

In order to build a highly-visible brand that works, there are certain steps to take. Stay tuned for the next blog on CHI’s Six Steps to Brand Building.

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