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Branding Is More Than Just A Logo – Build The Perfect Brand Strategy

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brand strategy

I see it all the time. “I have my logo, I’m ready to start.” I hate to break the news, but your brand is about much more than this. Let me explain. Your Brand represents who you are, as a business and as a concept. I’ve capitalized it purely to highlight to you the importance. Your branding is about much more than just your logo. I’m here to tell you what branding is, how to create your brand and why you need to get on top of it so that you can start building a brand strategy that will resonate with people in order to initiate conversions.

THE MEANING OF ‘BRAND’

The word ‘brand’ tends to be propelled from one person to the other, and used in different contexts, often creating confusion around the real meaning behind it. Let’s get this one out the way first – your brand is the attitude and associations a person makes with your company, products or services. It’s as simple as that. The important bit is what you do behind the scenes that constitutes these attached meanings.  

The executive from one of the most powerful global brands, Coca-Cola, once stylishly stated “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”

The associations that the world has to this company are phenomenal. Their purchases are driven by emotion, attitude and values as a result of the Coca-Cola branding, rather than the the conversion being made by cause of the physical product. It represents being ‘refreshing’ and ‘exciting’ alongside its distinct logo colors and, possibly even, the advert that initiates a bomb of social media posts after high anticipation highlighting that “it’s officially Christmas”. Coca-Cola is a prime example of a company who have created characteristics attached to their product in order to develop a deep meaning, rather than taking the alternative approach and placing a primary focus on hard selling of a fizzy juice.

As demonstrated by Coca-Cola, to have a ‘brand’ will often establish emotional attitudes towards a story or relationship despite what product or service you offer. I’m a firm believer that it is not absolutely necessary for start-ups to be based on a ‘never done before’ concept. If so, great. But effective branding can be so powerful, that it has the potential to create mass success in a highly competitive market place.  

RECOGNIZING YOUR BRAND

The number one thing to recognize in the modern world when creating a brand strategy is the growth in digital marketing and the power of online speech from the public. The combination of the two has ultimately affected the way many brands are perceived, and ultimately can be a primary influencer on your own brand. Encouragement to ensure a strategy is in place that allows you to take your brand online will always be given.

Before the design phase commences, firstly ensure you understand the fundamentals of what your brand should achieve within your industry, market place and in your market position.

Your brand should add value to your audience. When supporting my clients, I often source the perks associated and the barriers overcome from their brand and continue to build the brand strategy around these elements in order to ensure the audience is aware of the value. Ensuring the audience become familiar with that the company stands for and what it achieves is a key component to your branding.

Do you create a feeling of excitement, relaxation, relief or convenience? This list goes on!

What do you really stand for right at the very core of your business?

Most importantly, your brand should also easily connect with people. A simple approach will ensure your audience can recognize your values immediately, whether it’s viewing a piece of creative, reading an article or landing on your website. Much of this connection comes through the definition and the design of your brand.

DEFINING YOUR BRAND

The definition of your brand is the ideas, values, qualities and attitudes people associate with your company.

What would you like people to ‘think’ about your company? If we go back to the fizzy juice in the beautifully shaped glass bottle with the red and white label, we of course associate ‘Refreshment’ and ‘Excitement’, but we also see ‘Quality’, ‘Happiness’ and ‘Optimism’ as close colleagues. If we take a look at Red Bull, we think ‘Extreme’ with an added ingredient of ‘Adrenaline’. They resonate these to us through their extreme events, stunts, adverts and sponsorship decisions. At the more harmonious end of the drinks industry, we have Starbucks who highlight their Eco-Friendly’ coffee values to us in their ‘Relaxed’, wifi lit coffee shops.

What does your brand represent? Create a one liner that represents the brand, identify your values and determine the benefits of your brand. It is this brand definition that will influence your logo and creative design alongside your branding strategy.

DESIGNING YOUR BRAND

It is only now we are at design stage!

Designing your brand is when you will create the look and feel of your brand that will ultimately be placed in front of your audience and others. This is still not just about the logo. Brand design includes any advertisements, posters or creatives that are required for marketing activity.

On average, people are subject to 3,500 – 10,000 advertisements per day. Make sure yours is unforgettable, captivating and expresses the definition of your brand as identified previously in this article.

Your logo is the creative that will be used most regularly throughout your company lifetime, so making sure the nature of your design, fonts and colours used are relevant to your brand is fundamental. It should reflect your values, but should also be timeless, memorable and adaptable. Having layers of detail in your logo can cause difficulties if placed on different types of backgrounds or even printed on branded items. Keep it simple, consistent and straight to the point!     

CREATING BRAND STRATEGY

Brand Strategy is discovering and identifying when, where and how you will place your brand in front of your potential customers? As with any marketing activity, your core audience and target markets should be identified before your branding strategy is created.

I would always encourage clients to look into routes to market through digital and experiential marketing – purely because they are two of the highest converting marketing methods that currently exist.

Your strategy should not only identify your routes to market, but should also feature the format and tone of speech – specifically for digital marketing. What approach will you take for this? Different audiences respond in their individual ways to the voice utilised in marketing activities.

Having a strong brand strategy is important for both B2B and B2C business, and the strength behind it is what will ensure you are in the minds of the people who matter to you.  It is about much more than just your logo, it’s what you represent and is the core element of all marketing activity you carry out that triggers attitudes, beliefs and values.

Megan Burns

Megan Burns is a Marketing Advisor, Online Coach, Entrepreneur, Speaker and Chairperson. With expertise in strategy, branding and digital marketing, Megan has support leading industry brands, entrepreneurs, starts ups and small businesses to create effective marketing for positive results. Megan is also often asked as a speaker at events, and is currently in the process of building an online platform designed primarily to help entrepreneurs and start-ups. You can connect with her on Facebook, Instagram or LinkedIn.

Business

Tech Trends Changing The Way We Do Business

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Whether you’re an established name in the business world or you’re just making your start, you ignore the march of technology at your own peril. For companies with even the smallest footprints, some of the tech trends emerging today may be life-changing. Here’s a brief tour.

Cleaner Materials, Packaging and Standards

With just a few stubborn exceptions, most folks in America and throughout the world agree: Life on Earth can’t continue if we keep squandering our resources. Developments in more energy-efficient production equipment save us cash money on our utility bills all the time and bring us ever-closer to true energy independence. The materials being pursued are lighter, stronger and cheaper base materials to make products more durable and inexpensive to manufacture. What about some of the other exciting opportunities in new packaging and packing materials? Besides looking potentially awesome, these outside-the-box ideas help us remove lots of the more harmful chemicals and plastics from our supply chains. This action will keep them out of the hands of our clients and customers — and out of the environment for good. Tech trends that include better technologies, plus social pressures, let us design less wasteful and more appealing products and packaging all the time to ultimately help raise our shared definition of excellence.

Crowdsourced Design and Troubleshooting

Maybe it was inevitable, but modern technology has given businesses something they just didn’t have in decades past: the opportunity to get their customers to do some of the work. We’ve all had to become citizen journalists, the needs and wants of our globalized world mean we’ve also had to become hobbyist creators in our own small ways. Plus, it’s just really fun to take part in the creation process! Kickstarter was the first company to take “democratized creation” — to borrow/turn/re-coin a phrase — mainstream, but that kind of crowdsourcing is just the tip of the iceberg. Current tech trends has made product creation a more social process from nearly top to bottom, letting brands from all types and sizes a chance to engage with their intended audience. This allows brands to gather valuable feedback about the development phase of product design. Engaging directly with the most creative minds in your audience also lets you iron out any kinks as they crop up and effectively “rev” a brand-new product for a more confident official rollout.

Direct-to-Consumer Delivery

Nobody likes the middleman. There are growing tech trends of brands working to engage directly with you through smartphone apps and push notifications. It’s also why we’re seeing more subscription-based and home delivery services pop up all the time. It took a tech giant like Amazon to throw down the gauntlet in the home grocery delivery space, and more are continuing to lead the way as consumers demand more convenience from the products they want most. For example, Marketview Liquor will not only help you find the best wine for the season, they’ll also deliver your wine right to your door. The whole point is that customers know how to do research. If you’ve made yourself visible and your presence suggests a superior product without the hassle of brick-and-mortar shopping with the middlemen, and if you provide truly measurable incentives like cheap or free shipping for repeat customers and discounts for recurring deliveries, they’ll probably choose your expert wine curation or your hand-selected ski bindings over those offered online by a more faceless corporate brand every time. For the faceless corporations, all of this works for you, too. A major point here is that each of the tech trends on this list are, in their own way, leveling the playing field. The little guy, more each day, has the means to compete with “known quantities” and familiar retailers.

Hobbyist Home Production

We’ve talked a little bit about how crowdsourced design like Scooterboard can help lead to more thoughtfully designed products in the run-up to a major product hitting the market. Thanks to 3D printing and other technologies, the very act of producing some of those projects is also vastly more open and accessible. Today, you can pick up a 3D printer with limited capabilities for around the $300 markConsider the nearly countless advantages of allowing consumers to print their own “OEM” replacement products — or even modifications to existing products. Then there’s this: What if you don’t need to ship them a product at all? This is one step beyond even direct-to-consumer delivery: It’s a state where consumers could purchase blueprints for general product types, add their own features and embellishments to then build it right in their home using 3D-printed components in a variety of plastics and metals. This is the future. It’s not quite here yet, but it’s coming. If you sell a physical product yourself, how might you take advantage of this situation?

Apps and Subscriptions

Information powers our lives. But information isn’t a physical product. Apps have changed everything about how we consume products and do business. Back when there was a physical counterpart — a CD, DVD or even a thumb drive — to the software we used, you paid once and had access to a “finished” product for a year or so. Some of us even remember waiting in line for Mac OS X Tiger on DVD! Now that “app culture” is here, it means consumers expect a constant drip-feed of new products and user experiences. That means subscriptions. Those colorful little squares on your smartphone are now windows. You can open and look through some of those windows for free, but the view you enjoy takes a lot of hard work to maintain. It’s a rich garden full of features with diligent developers trying to keep features bloat and bugs at bay while refreshing the UI often enough to keep you interested.

App-based subscriptions have had a shaky rollout, with even seasoned fans giving their favorite developers “the business” for pivoting to a subscription model instead of sticking to the pay-once-and-receive-updates-for-life model we’ve all been enjoying until recently. Smartphones are nearly indispensable in our personal and business lives. Now, those of us who use them will need to be more selective about the companies we do business with, and become patrons of the ones who truly excel in their field. For business, it’s a huge challenge as well as an opportunity. Apps like Ulysses and Weather Atlas are now available via subscription, ensuring their talented coders a chance to eat and their users in getting new products as soon as they’re ready. Even websites like Medium and The Atlantic are trying out new membership platforms to monetize information and business in a world where technology has delivered users from advertisements. Publishers still need a revenue stream however.

Your primary product may not be an app at all. App culture is a tech trend that gives you an opportunity to turn your presence on somebody’s Home Screen into a money-making, brand-expanding opportunity. Make yourself indispensable.

Technology, Business and Destiny

To say technology will let us achieve our dreams would be a flowery statement. We’re all still trying to make sense of most of it, but it’s clear that there are exciting tech trends in front of us all — most particularly for excelling in business. For the many reasons touched on above and lots more, it’ll pay off in the end to stay informed about new technologies as they emerge. If you’re not, somebody else definitely will be.

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Scooterboard By InMotion Adds An Edge To Rideables

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After almost 3 years of product development and testing, the Scooterboard by InMotion has entered production, thanks to an impressive Kickstarter campaign where they were able to reach their funding goal in a mere 48 hours. The Scooterboard is a cross between a scooter and a skateboard, and the resulting product is a lightweight, front-axle steering rideable that is both easy to learn, is safe, and is sporty. Here is everything you need to know about Scooterboard.

scooterboard

The Scoop on InMotion:

The Scooterboard is the brain child of CEO Rose Wang, founder of InMotion, a company based out of San Diego, CA (You can read her full interview with Owner’s Magazine here). Formed in 2014, InMotion has been testing multiple prototypes and gathering user info from people all over the country, using that to tweak each iteration into what is being produced today. Thus, the Scooterboard is a product that is based solely on user feedback, merged into the creative idea that InMotion had. After three years of testing and re-testing, the final result is this unique rideable that caters to just about everyone.

Specifications

The Scooterboard weighs about 22 lbs, can carry up to 264.55 lbs, and has a top speed of 15.5 MPH, which it accomplishes through its 250w electric motorized rear wheel. It runs on a rechargeable, interchangeable lithium battery mounted on the undercarriage of the Scooterboard’s rider platform. Charging time is around 2.5 hours, which will grant its user about 7.5 miles of driving range. The included charger is equipped with an intelligent over-discharging system, which will cut off the power supply once the battery is full. The Scooterboard also has regenerative braking, a useful feature that pioneered the way for Hybrid Technology to be successful and gain traction (get it) in the motorized vehicle industry. How it works is that braking will generate kinetic energy, which will then be stored and reused as battery life.

There are two driving modes for the Scooterboard: Casual, and Power each of which changes riding experience drastically. Casual Mode keeps the motor quiet, the speeds smooth climbing and the brakes soft. It’s a mode for the leisurely rider to cruise easily. Power Mode is a different beast: Engine noise is heightened, acceleration is faster, and the brakes are firmer. Late to work? For a date? Want to feel more wind under the raw open-air of electric rideables? Use Power Mode.

scooterboard

scooterboard

Ergonomics

At first glance, the Scooterboard looks exactly like a spruced up, aggressive scooter, but that’s exactly what it isn’t. The Scooterboard sports three wheels instead of two, thanks to a front-axle, fork mounted steering system. The standing platform is sandpaper textured to avoid slipping in dry and wet weather, and gives the user a firm, planted feel when riding. On the single, ergonomic handlebar, there are two switches for acceleration and braking. Both are conveniently located right next to each other, but are situated where the thumb controls the brake, whereas the index finger controls the acceleration. Both are pressure sensitive, similar to the pedals on a car, or the handlebars on a motorcycle. There is also a mechanical brake in the rear wheel. Step on the rear wheel cover plate to brake via a small hidden brake pad. At 22 lbs, the Scooterboard is easily transportable, and the front handlebar folds down, allowing the user to carry it like a suitcase, or pull it along like a carry-on.

scooterboard

Rideability

With the unique concept of such a vehicle, rideability should be at the forefront of priorities. After all, being unique means it hasn’t been done. For a product such as the Scooterboard, rideability should be a special experience, but it should also be attractive and intuitive. The Scooterboard does just this by combining the best qualities of two popular terrains, the scooter, and the skateboard to allow its rider a fun, sporty platform that is also easy to learn (users claim it can be learned in a single session), practical, and convenient. To do this they crafted a single handle that curves like a cane right under the single handlebar. That allows for a perfectly balanced center of gravity. No other rideable on the market has employed this design, yet it works brilliantly with the Scooterboard’s ergonomics. The feet are planted sideways like a skateboard, or a snowboard (for the snowboarders, with the fork-mounted steering system, carving is possible, and encouraged), and steering is done in one of two possible ways: tilting the handlebar left or right, or by leaning the body. Leaning allows for sharp turns, and even full U-turns in small spaces, a useful feature not found in many other electric rideables. For novices, leaning to steer is a skill that takes some practice, but once attained is immeasurably helpful. For those wanting to get on the road right away, the handlebar exists to easily compensate. It is easy to use, and the mastery is almost immediate. Together, the handlebar and the lean to steer system combine to create a useful method of steering that is as useful as carving on a snowboard, without the months of learning associated with carving. It can be employed to take quick, sharp angled turns, and control speed which, on the Scooterboard, is surprisingly sharp. On a flat, level plain, the Scooterboard can hit top speed in about 4 seconds.

With the motor turned off, it can be kicked off manually. Conveniently, there is no resistance from the motor when it’s off, so users can kick off and enjoy a manually powered vehicle post shut-off.

Learnability

InMotion prides itself in the fact that its product has a very low learning curve. Users agree that through intuitive adaptation, riders can be comfortable on a Scooterboard by the end of a first session. There are a few things to get used to, however. 15.5 MPH may be drab in a car, but on a vehicle as small as a Scooterboard, the speed can be intimidating, especially for beginners. The lean-to-steer system has the biggest learning curve, there is a feeling associated with the vertigo of being close to falling that users have to overcome to fully utilize this method. But regardless, the Scooterboard can be driven any which way, however the user is most comfortable. CEO Rose Wang said herself that during conceptualization, she wanted to:

create a unique and accessible vehicle that is easy to learn and more affordable. With Scooterboard, we want to make the e-board culture more inclusive so that more people can participate in the electric vehicle movement. We want to challenge the e-board industry to innovate with inclusion in mind so it’s not just a cliché. E-boarding is a fun and awesome experience that’s good for the environment – why wouldn’t we want to get more people involved?”

The Scooterboard by InMotion is now available for pre-ordering here for $649.00 (early bird pre-orders currently receive $50 off the full retail price of $699.00). Because InMotion wanted to keep prices low, they will be working closely with distributors and retailers. There are currently two colorways available: the one found on the final tested prototype of a sleek black and blue, or the more enigmatic, bold black and green.

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Tesla News on Hurricane Irma Response

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Tesla came to the rescue by unlocking the full 75 kilowatt-hour of energy within the car’s battery pack once a Tesla owner immediately needed about 30 more miles to escape their mandatory evacuation zone during Irma. When Tesla realized that an additional 15 kWh jolt could give 30 to 40 more miles to other car owners, the company temporarily unlocked more Tesla vehicles in that region so they could reach safety. It became Tesla news when the company assisted in many escapes during Hurricane Irma.

Hurricane Irma striked Florida for 11 days, receiving a record as the longest-lived Atlantic hurricane since 2004 with Hurricane Ivan. The storm left traces of tree debris, destroyed buildings, and even 26,000 bugs that were caught in the hurricane. Irma has devastated Florida with trails of wandering trash and floods, concluded Irma’s impact as the strongest storm in Atlantic history. Donations and help were given towards the tragedy, one of the most unexpected came from entrepreneur Elon Musk and Tesla.

Tesla is unlike other car manufacturers. The company is enabled to limit their battery capacity in its vehicles through a software. The Tesla Model S and Model X cars have a capacity of 75 kWh but are restricted to no more than 60-70 kWh. Tesla owners typically have to pay $9,000 more to unlock the extra 15 kWh of battery power, but in the time of need, Tesla came to help by offering all customers a temporary upgrade to escape the dangerous hurricane. Although most state laws demand customers to bring their cars into the dealerships to collect upgrades, Tesla has neglected traditional routes by deleting the third-party to connect with the company directly. Creating sparks of Tesla news and attention, the company is praised for being unique and away from traditional values. 

The CEO of Fetch Robotics, Melonee Wise commends Tesla’s act of courage during Irma. “One of the major benefits to being first to market is not only the ability to move quickly and decisively, but to offer a certain level of innovation and creativity that might not be available within a more established industry,” says CEO Melonee Wise.

Tesla is giving a prime example to other companies by doing their part in a time of disaster. To implement a sense of community and trust during tragic times will do more than just create sales. While Tesla is shaping that company culture gradually. What drives Tesla is innovation, their core branding is represented in how different they are from other manufacturers. “As a new, disruptive force in the automotive space with no established revenue base or embedded infrastructure to cannibalize, Elon Musk was able to completely reengineer the way cars were produced, serviced, and sold.” says Skywire Networks CEO Alan Levy. Tesla’s reply to immediately help during Hurricane Irma, further instructs the dependability of the company as a whole. Tesla is able to respond to their customer’s needs instantly.

Carbon Robotics CEO, Rosanna Myers emphasized on the issue that other companies face: don’t bite the hand that feeds you. “While disruptors can do what’s best for the customer. Tesla unlocking range to save lives is a prime example of how that agility is shifting the landscape.”  CEO Rosanna Myers also speaks upon a bigger topic trend: all major companies need to be software-centric. “Customers now expect continuous upgrades and improvements to their hardware, but a lot of old-school execs barely know how software works,” explains Rosanna Myers. “As we move to a world of connected devices, they’re being left in the dust.”

Among their activities, Tesla’s hurricane Irma response gave them copious amounts of praise, as they should. The bold act became the biggest Tesla news, for fans have more reason to purchase their cars. Their immediate reply to help can be used as an example for others to reshape company values. 

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