Performance Branding
Use Words And Images To Bring Your Brand To Life
Performance branding, with both words and images, can be used to truly bring your brand to life.
The old adage "less is more" is almost always correct. It is also true that "a picture is worth a thousand words". Therefore, we should all learn to focus on what really needs to be addressed and don't waste time on what doesn't; this is were a brand marketing strategy is essential.
This is true when creating new brands, repositioning and rejuvenating brands in need of change, and working across the full range of communication challenges brand communication often demand.
It’s only when you can feel a brand’s personality that you can buy into its promise. Performance branding should therefore look to appeal to their audiences’ senses by using a few carefully chosen words, images and other recall triggers.
If you would like to know more about our brand marketing services please contact us today on 0845 838 0936 or email us.
Use words – The most powerful brands know how important it is to use words appropriately. The right words will help create; outstanding names; memorable messages and compelling behaviour. A set of values should drive your ‘belief system’ and underpin your organisation’s communications. The core values (no more than three or five in total) must be a unique combination to help distil your brand communications into simple, powerful, effective messages. Establishing a few key messages and delivering them creatively, will not only make the communication task more manageable but, will also encourage consistency in the story and so ensure your words are heard. “If they didn’t hear it, you didn’t say it”.
Use images – Performance branding is an investment, getting the design right from the start is crucial. Do you know what shape or form best captures your brand idea? If we are not careful to stay true to the brand’s sense of colour, tone of voice, design cues, we run the risk of producing communication that is simply less effective, or worse “off-brand”. Think about automotive brands. They are so much more than the badge on the front; they are the shape of the body-work, the sound of the engine, the smell of the interior, the choice of colour(s), the arrangement of the lights and the design of the radiator grill. All of these are what we refer to as ‘recall triggers’; the many components to each of our mind’s image of a brand promise. A brand image must not be an accident. It should be designed, crafted and carefully managed to ensure consistency in delivery. “It ain’t what you do it’s the way that you do it and that’s what gets results.”
Bring your brand(s) to life – When we bring words and images together a very powerful thing happens; the message becomes an experience. This is vital if we want our audiences to believe in the idea of our performance branding. In order to find new routes to the customer we must place ‘experience’ at the heart of the communication planning process. The objective should be to leverage marketing and organisational development initiatives to bring the brand alive. How should your brand behave internally and externally? If it were a person, how would it react in every situation? Brand managers should be constantly striving to keep the brand fresh. Many a successful brand has become complacent, taken a nap and rested on its laurels too long, living off the glory days only to wake up adrift in unfamiliar territory. “It takes a soul to touch another soul; the soul within the brand.”
Our Consultants can help you develop your ‘brand communications’ through performance branding to deliver the desired experience for your brand(s):
- Manage the communications.
- Visualise the brand story.
- Create and explore new opportunities.
If you would like to know more about our brand marketing services, or any of out marketing strategy services, please contact us today on 0845 838 0936 or email us.
