Brand Building
Brands are multi-dimensional: build yours on solid foundations
When our clients ask ‘what is the best way to build our brand over the long term,’ we always respond with ‘how
solid are the foundations that you are building on?’ The most effective digital and marketing campaigns, driving
traffic and increasing visibility are achieved when the brand building strategy is clearly defined at the beginning and consistently applied afterwards. We focus on creating solid brand foundations and then build.
Brands are assets that need nurturing
Providing brand expertise
At Luna we take a very structured approach to brand building, recognising that brands are assets that need a long term strategy.
1
- Marketplace context
- Key audiences
- Competitive situation
- Brand proposition
Position
This is your brand in a market and competitive context. Is your brand aligned
properly and as a consequence are you creating the right perceptions amongst
your target audience? So often, businesses grow naturally without properly
addressing this issue, but hit a ceiling because their positioning goes out of
alignment over time. This causes confusion over how you fit in the market.
Story
Although it is trendy to say that storytelling is a new development, the
reality is that has always been central to building your brand.
Communicating your story in an engaging and compelling way is vital.
The days of heavily promoting what you offer to convince people to
buy from you are long gone. In this digital age we can all see a sales
pitch a mile away and want something more authentic and real.
2
- Brand story
- Key messaging
- Tone of voice
- Language
3
- Ethos & Values
- Brand purpose
- Personality
- Attitude
Character
Your brand needs a defined character which comes from your business
ethos and core values, if it is to have strong meaning. This is best captured
in your brand purpose. We are not just talking about a promotional slogan
to capture attention, but a well defined statement of your drive, like Nike’s ‘Just Do It’ or Apple’s ‘Think Different.’
Style
When people think brand they instinctively think logo, but your
identity goes so much deeper. By using the term style creates a
broader picture of the creative approach, choice of imagery, colour
selection and the design elements that make your brand unique
4
- Brand identity
- Logo design
- Imagery
- Colour palette
- Look & feel
Case Study
The long term brand strategy for RN
Electronics started with a strategic
review and has been implemented
consistently since.
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Going from here
If you are looking at how to build your brand and want a long term strategy,
let’s talk. We can both review and audit where you are today, consider the
gaps and create a long term brand building strategy.
01367 705055
_make contact
Brand building into market
In addition to setting the brand
building foundations we can talk
about the brand marketing
campaign side of the equation
that comes next. We have expert partners we work closely with for the Into Market strategy and campaigns. Get in touch to find out more.