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Dennis Thorgesen
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Building a brand; Identity design

Published on 6/27/2014
For additional information  Click Here

Building a brand; Identity designLisech eMarketing logo

There are so many facets to building a brand; the first thing you need to consider is your identity design. Many small companies try to do it all themselves. What they end up with quite often is not a viable brand. They don’t understand how everything fits together. It makes marketing a nightmare.

First, it is important to define a brands function

Simplified; a brand is your businesses value and reputation. Brands help customers remember what your company represents. They should be built with the thought of the how the customer can develop strong feelings for your company. What can inspire loyalty, love, and hold back bad feelings?  Branding can be for a company of any size and even a single person.

How well do you understand what is necessary?

Take it one-step at a time. The main thing you have to remember is your audience. What are their wants and needs? How is your product going to make their life easier? How can you put that point across with your identity?
Lisech eMarketing main logo

Vision statement

What is this and why is it important? Customers want to feel your company has a future. You should explain preferably in one sentence where you want to be in five years. This is something to which and your employees should aspire. It should also be inspirational. The idea here is to show you and your customers what the future will be.

Mission statement

With this, you are explaining your purpose. You want this simple and straightforward. Motivational is the goal for both employees and customers.

Essential element

What is the one word that describes your business better than any other word? It is a one-word promise that you must deliver. This is the emotional aspect. People should feel when they interact with your brand. Most people can’t grasp this without examples.  Here is a couple. Disney® = Magical. Volvo® = safe. How and where are you going to use this?
Magical Lisech eMarketing


Did you even realize your brand needed a personality? When people are dealing with a brand, they should feel the humanness. It should speak, behave, think, act and react just like a human. What you are looking for when creating this personality is human characteristics.

 Value proposition

With your value proposition, you are plainly stating your product or services special value. What makes you different from your competition? How is your product going to fill a special need your competitor isn’t? It has to instill confidence and make people feel only your company will deliver on its promise.

Tag line

This should be something that explains your business in a few words. Try to avoid clichés. Just create something as simple as possible that fits what your business does.

Creating an effective brand

Even one-man businesses need to build effectively. No single person has all the knowledge needed. Without experience in four disciplines, it is hard to set a company up for success. Someone needs to ask the right questions and have someone to talk to who can answer them. ©June 27, 2014 12:30 AM CDT Dennis Thorgesen. Lisechglobal consulting, Lisech eMarketing services. All rights reserved.



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