In the world of branding and design, the term “leadership” may be a misnomer. Sometimes, leadership is defined by those who use it – not by those who wish to define it. In fact, branding is often thought of as leadership. Nevertheless, branding is really more of an integrated process. It’s what helps separate you from your competition. It is about creating the right image and sharing that image with the rest of the market.
Branding involves creating and disseminating a positive image of your product or service.
This image should be distinct, simple, and easy to remember. When people have an easy time associating your brand with a specific phrase, they are more likely to buy from you. Let’s take a look at some ways how to make your brand a leader in the industry.
Brand leadership is all about building trust and loyalty.
A brand name represents your business, your values, and your commitment to your industry. Branding lets potential customers imagine themselves engaging with an actual person (a brand) rather than an impersonal symbol (a logo). In essence, branding is more about making an impression than making a sale. You want to make your brand a familiar enough name that it is readily associated with your business and its values. A good brand name can make a customer feel comfortable spending money with you, and it can also lend authority to the company in question.
Branding design leadership involves making sure your brand is consistently consistent.
For example, a well-designed logo should never change, and should be consistent across multiple media and across various products. Consistency is important for creating trust and loyalty. It also conveys a sense of uniformity, which is key to attracting consumers.
Creating consistent branding requires more than just consistency in visual design.
Consistency also includes behaviour. Leaders are expected to treat their brands with respect. They aren’t expected to “justify” their brand choices with fluff or fluffiness. Rather, consumers should trust and respect companies whose brand leadership displays consistent behaviour. This is how to make your brand a leader in the market.
Branding is also about emotional intelligence.
Leaders allow their brands to have “cool” factors. Employees and customers are able to identify and respond to these factors, resulting in an increased level of productivity. Additionally, emotional intelligence can make a difference in how people react to things, which can make a real difference in how a company’s bottom line performs. Empathy is one of the most powerful forces in today’s corporate world.
Branding is also about credibility. People trust others who are perceived to be experts in their given field.
When a leader is seen as an expert, that individual is seen as credible. Consumers feel much more comfortable buying from someone they consider to be an expert. This translates into a boost in the company’s profits. When a brand leadership strategy engages in credible branding, the benefits can be enormous.
Branding design can be used to improve employee engagement.
In a study published by Cornell University researchers, it was found that companies that placed their branding around their key product had significantly greater engagement levels with customers. Additionally, brand leadership was directly related to engagement and profitability. If your company is looking for a way how to make your brand a leader in the market, it’s time to invest in branding.
A branding design that works for a company can translate to a successful campaign, a profitable business model and strong customer relationships.
However, many companies struggle to find the right approach. There’s no wrong answer, so long as the branding team collaborates with the company, identifies its strengths and challenges, and works to meet the needs of the brand.
It is the job of the branding team to identify the current goals and objectives of the company and to create a road map to reach those goals.
Once the objectives have been identified, a branding strategy can be developed. The branding strategy should include the primary reason for creating the brand, the target audience, key personnel, its definition, its uniqueness, and other important factors. The branding team should engage in market research to understand the consumers’ needs, desires and preferences. With that information, they can design a branding design that addresses the goals of the company while also appealing to the target audience.
Branding design leadership involves more than just selecting a concept and sharing it with the world.
Good branding requires that decisions are made in the right order. Designers need to determine what the brand is for, why it is needed, how it will be delivered, who will benefit from it, and how it will be defined, balanced and aligned. Once these issues are resolved, then the branding team can move on to develop the visual elements that support the brand’s goals, objectives and vision.
What would you say make a good or bad brand leader ? Leave a comment below with your answer.