“United we stand, divided we fall.” The motto of the July 1942 flag-cover campaign echoes a concept that has impacted many of the great nations throughout human history. The division of the Roman Empire contributed to its eventual decline. The warring Ancient Greeks had to come together or face destruction at the hands of the invading Persians. What many marketers don’t realize is that this age-old concept is as important when building a branding strategy as it is on the battle field.
Consistency is essential to a successful branding campaign. Through consistent identification and messaging, you can establish a brand that sets itself apart from the competition and resonates with its target market. Developing a unified brand identity takes three main elements: accountability, prioritization, and connectivity.
Accountability
The first step to achieving dominance on the marketing battlefield is accepting accountability. Identify your brand identity’s strengths and weaknesses and accept responsibility for them. Then commit to a plan to implement change.
Prioritization
Time to dig deep and do a little soul searching. What is the essence of your company? Why should your target market care? Pinpoint your company’s unique selling proposition — what your company does that no one else can do — and position it as the axis around which all of your branding revolves.
Connectivity
Connect the dots from where you are now to where you want to be. Work with a designer to develop keying mechanisms, visual and messaging cues that identify your brand and allow each tool in your marketing arsenal to connect seamlessly and support each other.
By taking the time and making the effort to hone your image and create a strong branding strategy, you can take the battlefield with confidence, knowing your brand is positioned for success.
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About Profile by Design
At Profile, our marketing and design experts can help you identify your unique selling proposition, envision your brand identity, and develop custom keying mechanisms that resonate with your target audience. Request a free review of your current branding strategy.