Recently we did a podcast with the great Josh Cobb on Real Estate Pros Podcast series and we discussed the topic of how to define powerful brands.

We discussed the error many businesses make when looking at creating, rebranding or refreshing their brand, which is that they start with a logo or the visual aesthetics and tactics because that’s the tangible part of the brand. It’s visual and physical.

However what makes a brand great is it's foundations; vision, values, essence, promise, personality and positioning. We regularly use the example of Nike with clients, – while their logo is known by almost everyone on the planet, Nike is known for much more than their famous and ultra simple ‘tick' or signature tag line “Just Do It”. The are known for the providing inspiration and innovation around sports gear to enhance athletic performance.

Strong branding all starts with defining who you are, well before what your logo will look like.

If you missed the podcast listen here or here is a summary of our 4 simple tips if you are considering to do a rebrand or refresh.

Step 1. KNOW YOUR OBJECTIVES

What are you trying to achieve with your brand? Is it awareness? Is it sales? Is it presence?

Step 2. MAP OUT YOUR BRAND FOUNDATIONS

Be clear about your vision, your personality and your brand essence.

Step 3. DETERMINE HOW YOU WILL MEASURE SUCCESS

Based on your objective in step 1, what (and how often) will you measure to determine if your brand is actually moving the needle.

Step 4. KEEP YOUR ORGANISATION ACCOUNTABLE

Commit to your brand vision and reviewing the results continually throughout the lifespan of the strategy.

A rebrand or refresh is no simple task so it is important to not rush the process and jump straight to the tangible parts. Instead it is better to take the time to acquire insights and create a strategy that is well crafted and positions your business with a strong brand in the minds of your customers well into the future.

With Energy. With Smiles always.

Karin

Blog written by | Karin Forster, Brand and Marketing Consultant, AMAMI CPM.

Credit: Photo by Andre Hunter on Unsplash