People no longer buy products and services, they buy emotions through brands.
People no longer buy products and services, they buy emotions through brands.
360° Branding
By definition, branding is a marketing practice where your company creates a name, color, design or symbol that belongs to your business alone. Branding not only creates a memorable experience for your consumers, but it also sets you apart from your competition, and it also makes them feel and look better.
360° branding is an efficient and effective way to provide a unified and seamless experience for users to interact with the brand across all touchpoints. This will differentiate your brand, company, services, or product from your competitors.
A 360° Branding approach, which combines Brand Strategy, Brand Design, and Brand Growth, introduces your brand to the target market with a clear and uniform character, image, message, and core values. The primary goal of 360 degree branding is to ensure that the brand message and image across all brand touchpoints is the same.
We are in 2024, and presenting your brand has never been more significant.
360° branding is an efficient and effective way to provide a unified and seamless experience for users to interact with the brand across all touchpoints. This will differentiate your brand, company, services, or product from your competitors.
A 360° Branding approach, which combines Brand Strategy, Brand Design, and Brand Growth, introduces your brand to the target market with a clear and uniform character, image, message, and core values. The primary goal of 360 degree branding is to ensure that the brand message and image across all brand touchpoints is the same.
We are in 2024, and presenting your brand has never been more significant.
360° Branding Model
Better discovery, better vision
Brand Discovery
Brand discovery is the process of studying the brand and understanding the unique value that it offers about customer needs, competition, and the marketplace. Brand discovery identifies the strengths and weaknesses of a brand as well as its unique selling proposition.
In Brand Discovery we start defining and designing your benchmark brand. Our focus is on discovering and analysing your company, your clients and your market in depth. We'll define the market where you're playing, analyze your competitors and pinpoint your niche. Then we identify the core needs of your target group and how to create value and relevance for them. Based on the results and insight gained, we create a foundation for your differentiation and positioning for the next level, brand strategy, brand design and brand growth.
In Brand Discovery we start defining and designing your benchmark brand. Our focus is on discovering and analysing your company, your clients and your market in depth. We'll define the market where you're playing, analyze your competitors and pinpoint your niche. Then we identify the core needs of your target group and how to create value and relevance for them. Based on the results and insight gained, we create a foundation for your differentiation and positioning for the next level, brand strategy, brand design and brand growth.
Workshop/Face-to-face Strategy Meeting
· Brand Audit Read more...
· Brand Review and Analysis
· Market Review and Analysis
· Competitors Review and Analyse
· USP Review and Define
· Brand Audit Read more...
· Brand Review and Analysis
· Market Review and Analysis
· Competitors Review and Analyse
· USP Review and Define
Better strategy, more value
Brand Strategy
Chess is a suitable metaphor for business competition. The moves you can play in chess are very numerous, as with just three opening moves there are nine million possible positions!
When making a move in chess, you must know your opponent and anticipate their possible responses.
Similarly, there are many options when it comes to brands. If you know the path ahead, you can analyze and anticipate customer behavior and market changes. You can then build your brand strategy, develop your brand identity, and outlast your competitors.
We believe there is no one-size-fits-all brand strategy. We customize and combine brand strategy, design, and growth seamlessly, for better results.
· Is your brand defined by your business' core message and values?
· What defining values can you create for your brand?
· Does your brand currently hold a relevant and differentiating position on the market?
· What features make your brand a better choice?
When making a move in chess, you must know your opponent and anticipate their possible responses.
Similarly, there are many options when it comes to brands. If you know the path ahead, you can analyze and anticipate customer behavior and market changes. You can then build your brand strategy, develop your brand identity, and outlast your competitors.
We believe there is no one-size-fits-all brand strategy. We customize and combine brand strategy, design, and growth seamlessly, for better results.
· Is your brand defined by your business' core message and values?
· What defining values can you create for your brand?
· Does your brand currently hold a relevant and differentiating position on the market?
· What features make your brand a better choice?
· Brand Budget
· Brand Vision, Mission, and Values
· Brand Architecture Read more...
· Brand Positioning Read more...
· Brand Touchpoints & Audiences
· Brand Vision, Mission, and Values
· Brand Architecture Read more...
· Brand Positioning Read more...
· Brand Touchpoints & Audiences
Better design, better look and feel
Brand Design
When talking about brand design, it typically refers to key brand elements such as the logo, color scheme, typography, and other design components. Brands with strong identities stand out from their competitors and are recognizable by consumers.
Essentially, brand design involves conveying the vision, corporate culture, positioning, values, and strategic concept of a brand through visual appearance.
Establishing a brand's look and feel means creating and sticking to standards in regard to the brand's logo, colors and design. Whether it is your own personal brand or the brand of the company you represent.
· How can you enhance your brand's appeal by creating a better design?
· Does your brand name and corporate design convey your company's values to your customers?
· What do you need to do to ensure your brand has a consistent and memorable look and feel?
· How can you keep your brand at the heart of your business?
Essentially, brand design involves conveying the vision, corporate culture, positioning, values, and strategic concept of a brand through visual appearance.
Establishing a brand's look and feel means creating and sticking to standards in regard to the brand's logo, colors and design. Whether it is your own personal brand or the brand of the company you represent.
· How can you enhance your brand's appeal by creating a better design?
· Does your brand name and corporate design convey your company's values to your customers?
· What do you need to do to ensure your brand has a consistent and memorable look and feel?
· How can you keep your brand at the heart of your business?
· Corporate Design Read more...
· Brand Book/Brand Style Guide Read more...
Visual brand identity:
Logo Design System
Typeface/Typography/Font
Color Palette
Pattern/Style
Layout/Composition/Imagery
Graphics, illustrations, icons
· Brand Book/Brand Style Guide Read more...
Visual brand identity:
Logo Design System
Typeface/Typography/Font
Color Palette
Pattern/Style
Layout/Composition/Imagery
Graphics, illustrations, icons
Better experience, better impact
Brand Experience
A credible brand has a clear message, knows their competition and target audience, has a defined mission, vision and key values, can define and identify their USP, tell their story and have a brand identity reflective of these goals, and does all of this consistently.
Brand consistency is just what it sounds like: It is the visibility and presentation of your brand both inside and outside of your business.
· How aligned are the intangible and visual aspects of your brand?
· When was the latest version of your brand strategy released?
· When was your last annual performance audit?
· When was your last brand campaign?
Brand consistency is just what it sounds like: It is the visibility and presentation of your brand both inside and outside of your business.
· How aligned are the intangible and visual aspects of your brand?
· When was the latest version of your brand strategy released?
· When was your last annual performance audit?
· When was your last brand campaign?
· Brand Roadmap/Launch/Implementation
· Brand Trend Read more...
· Brand Management (Brand KPI, ROA, P&L, etc.) Read more...
· Annual Performance Audit Read more...
· Brand Activation/Campaign
· Brand Trend Read more...
· Brand Management (Brand KPI, ROA, P&L, etc.) Read more...
· Annual Performance Audit Read more...
· Brand Activation/Campaign
People buy feelings, not products and services
Harvard Professor Says 95% of Purchasing Decisions Are Subconscious When marketing a product to a consumer, it's most effective to target the subconscious mind.
Why do consumers buy one product or service over another? How do you develop brand loyalty? How do you maximize customer engagement?
According to Harvard professor Gerald Zaltman, the answer to all these questions is directly related to the subconscious mind. In Zaltman's book, "How Customers Think: Essential Insights into the Mind of the Market," the professor reveals many exciting ideas that can be helpful to marketers and brands. Contrary to popular belief, consumers aren't as savvy as they might like to believe. For example, while many consumers report comparing multiple competing brands and price points when evaluating a purchasing decision, Zaltman's research indicates that this is not actually the case.
Why do consumers buy one product or service over another? How do you develop brand loyalty? How do you maximize customer engagement?
According to Harvard professor Gerald Zaltman, the answer to all these questions is directly related to the subconscious mind. In Zaltman's book, "How Customers Think: Essential Insights into the Mind of the Market," the professor reveals many exciting ideas that can be helpful to marketers and brands. Contrary to popular belief, consumers aren't as savvy as they might like to believe. For example, while many consumers report comparing multiple competing brands and price points when evaluating a purchasing decision, Zaltman's research indicates that this is not actually the case.
Also, by studying consumers' unconscious physical reactions, Zaltman found that what they really think or feel often contradicts what they say.
Why aren't consumers truthful about their purchasing thoughts and feelings? Well, a big reason is that they are driven by unconscious urges, the biggest of which is emotion.
Emotion is what really influences purchasing behavior, as well as decision making in general.
Studies completed by neuroscientists have found that people whose brains are damaged in the area that generates emotions are incapable of making decisions.
This idea is of great importance because it helps us realize that human beings are not as logical as we might imagine. And understanding this has significant implications for marketing, sales, and branding.
For example, by only marketing the attributes of your product, you will likely generate lackluster results. And the poor results you receive are due to the fact that you are completely missing the subconscious, human element of the decision-making process.
Humans are driven by feelings. So if you want the consumer to remember your product or brand, they must be engaged and inspired by their interaction with your company.
Effective marketers utilize this concept all the time, and examples of emotion-based campaigns are everywhere. Think for a moment about what is actually being sold in most marketing campaigns.
Luxury goods target our feelings of self-worth, acceptance, and status in the world. Communication devices excite us by offering a connection to friends, family, and a broader network of people. Athletic brands inspire by offering adventure and glory through the act of competition. And many other products, such as perfume, cologne and lingerie, target emotions related to love, relationships, and sexual desires.
As marketers, we should still focus on the features of the product. But we must also sell the lifestyle and the feeling. The key is to highlight the emotional response a consumer will achieve by using the product.
As the old saying goes - sell the sizzle, not the steak.
And to achieve the highest emotional response, you should target your consumers through many different senses. For example, think about the colors and shapes on your logo, homepage, or product packaging. How do they make consumers feel? Consider the words and messaging carefully. Are they emotive and engaging? What is the experience of your retail location? These face-to-face interactions should give customers a certain feeling about your brand.
A lot of what drives consumers is subconscious behavior. But this shouldn't be perceived as a negative thing. There's nothing manipulative about helping consumers achieve desired states of emotion. Products and services are designed to satisfy a customer's desire or want, and like it or not, those desires always contain an emotional component.
©inc.com Edited
Why aren't consumers truthful about their purchasing thoughts and feelings? Well, a big reason is that they are driven by unconscious urges, the biggest of which is emotion.
Emotion is what really influences purchasing behavior, as well as decision making in general.
Studies completed by neuroscientists have found that people whose brains are damaged in the area that generates emotions are incapable of making decisions.
This idea is of great importance because it helps us realize that human beings are not as logical as we might imagine. And understanding this has significant implications for marketing, sales, and branding.
For example, by only marketing the attributes of your product, you will likely generate lackluster results. And the poor results you receive are due to the fact that you are completely missing the subconscious, human element of the decision-making process.
Humans are driven by feelings. So if you want the consumer to remember your product or brand, they must be engaged and inspired by their interaction with your company.
Effective marketers utilize this concept all the time, and examples of emotion-based campaigns are everywhere. Think for a moment about what is actually being sold in most marketing campaigns.
Luxury goods target our feelings of self-worth, acceptance, and status in the world. Communication devices excite us by offering a connection to friends, family, and a broader network of people. Athletic brands inspire by offering adventure and glory through the act of competition. And many other products, such as perfume, cologne and lingerie, target emotions related to love, relationships, and sexual desires.
As marketers, we should still focus on the features of the product. But we must also sell the lifestyle and the feeling. The key is to highlight the emotional response a consumer will achieve by using the product.
As the old saying goes - sell the sizzle, not the steak.
And to achieve the highest emotional response, you should target your consumers through many different senses. For example, think about the colors and shapes on your logo, homepage, or product packaging. How do they make consumers feel? Consider the words and messaging carefully. Are they emotive and engaging? What is the experience of your retail location? These face-to-face interactions should give customers a certain feeling about your brand.
A lot of what drives consumers is subconscious behavior. But this shouldn't be perceived as a negative thing. There's nothing manipulative about helping consumers achieve desired states of emotion. Products and services are designed to satisfy a customer's desire or want, and like it or not, those desires always contain an emotional component.
©inc.com Edited
Let's talk about your brand
How can a 360° Branding help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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