Read also: How to create a brand tone-of-voice that will be heard?
Posted: Wed Feb 19, 2025 5:45 am
Positioning is what sets your brand apart from others and shapes its perception among your target audience. For example, Mercedes is prestige, Auchan is affordability, and McDonald's is fast and tasty.
A mission is the idea that a company exists for. For example, IKEA wants to “change everyone’s everyday life for the better,” and Microsoft wants to “empower people to achieve more.”
Values are the standards that a company adheres to in its operations. In other words, they are the “character” and principles of the brand.
Accordingly, at this stage you form certain emotions morocco telegram data and associations that your brand will evoke. First of all, consider the interests, needs and pains of the target audience, and remember: buyers need healthy teeth, not a toothbrush; warmth and comfort, not a blanket; new experiences, not a trip abroad .
Step four: brand identification
Once the "foundation" is formed, it's time for creative work, which includes a comprehensive approach to brand identification:
communicative component : creating a naming, slogan, Tone of Voice.
visual component : development of corporate identity (corporate colors, fonts, elements, rules for their application). Based on the brand identity, a logo, business cards, presentation templates, banners, advertising creatives, etc. are created.
When developing a verbal tone and corporate style, be sure to consider the brand's positioning . So, it is worth understanding that for exclusive premium-segment accessories, slang words and colorful funny characters may be inappropriate.
A mission is the idea that a company exists for. For example, IKEA wants to “change everyone’s everyday life for the better,” and Microsoft wants to “empower people to achieve more.”
Values are the standards that a company adheres to in its operations. In other words, they are the “character” and principles of the brand.
Accordingly, at this stage you form certain emotions morocco telegram data and associations that your brand will evoke. First of all, consider the interests, needs and pains of the target audience, and remember: buyers need healthy teeth, not a toothbrush; warmth and comfort, not a blanket; new experiences, not a trip abroad .
Step four: brand identification
Once the "foundation" is formed, it's time for creative work, which includes a comprehensive approach to brand identification:
communicative component : creating a naming, slogan, Tone of Voice.
visual component : development of corporate identity (corporate colors, fonts, elements, rules for their application). Based on the brand identity, a logo, business cards, presentation templates, banners, advertising creatives, etc. are created.
When developing a verbal tone and corporate style, be sure to consider the brand's positioning . So, it is worth understanding that for exclusive premium-segment accessories, slang words and colorful funny characters may be inappropriate.