The Essential Stages of Brand Development
Effective communication is essential for any relationship to thrive, and in the context of brand development, it serves as the vital link between your company and your clients. Your relationship with your customers is as important to you as your closest friendships. So, it is important to keep your name fresh and exciting in today’s modern marketplace. This will assist you in achieving your goal of being a leading competitor in your category.
At XCO Group, we dedicate our time to keeping your branding crisp, fresh, and in line with the message you wish to portray to your clientele. In this article, we will be discussing the five essential pillars to elevate your brand and remain competitive.
The 5 Pillars of Essential Brand Development
When it comes to brand positioning within your area of expertise, certain elements need to be considered. These are more commonly known as “The five Ps” – Purpose, perception, personality, position, and promotion. Let’s investigate these 5 stages of brand development for you to define your values more effectively:
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Purpose:
Your purpose is what motivated the company’s existence. Why does your brand exist? How does it make a difference in your clients’ lives? What promises do you make, and how do you deliver on them? Every decision you make is in light of your focus, vision, and founding statement.
The integrity of positioning yourself as a purpose-driven company comes from your commitment to staying true to your core focus. This commitment will also drive employees that share your vision toward your brand which, in turn, reflects in a positive customer experience.
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Perception:
What role does the company play in the minds of your clientele? How would they describe you as a company and what do they perceive your mission statement and core values to be?
The perception pillar belongs to your clients. It may be a difficult pillar to fulfil as companies tend to project how they think their clients perceive them. However, your clients interpret your brand based on information gathered through messaging, online reviews, design, advertising, and in-person experiences with your brand. A positive perception could make your clients your best advertisement and word-of-mouth business would follow.
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Personality:
What are the keywords you use when addressing your clients? What words would your employees use to define their workplace and what is your workplace culture? In other words, what is your brand’s mood?
Essentially, how you speak to your clients across multiple platforms defines your company’s personality. This sets the tone for future business. Repeat clients return because of a positive experience across all levels of your company and they know what to expect from you. Being a company with a pleasant personality could differentiate you from competitors and outpace them in competitive marketplaces.
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Positioning:
Who are you currently attracting and does this differ from the clientele that you desire? Who are you attempting to attract and where would you prefer to stand within your marketplace? What is the most compelling benefit that you offer to your target customers and does your brand deliver on its promises?
You have to be realistic about what your brand offers to its clientele, as positioning is as much about your current clientele as it is about brand development for the future growth and evolution of your business. This is where your brand influence should meet with a strong brand strategy.
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Promotion:
Who are your greatest brand ambassadors and who manages your brand development and its standards? Who addresses customer complaints and how does the brand deal with these situations?
Sales promotion and brand promotion are two very different beasts. Sales promotions are short-term, limited-time offers made available to promote businesses during the sales period. Brand promotion is aimed at increasing awareness of your brand and attracting new customers and keeping existing ones. Promoting your brand to existing customers can also improve brand loyalty, which is why it’s something companies should invest in.
Brand Development Specialists You Can Trust
For almost 40 years, we at XCO Group have set the pace for modern brand identification, brand promotion, and brand development. We offer a full range of clothing, branding, and brand identity tools to put you in front of your clientele more often and more handsomely.
We have an online catalogue of over 200 000 products and cutting-edge technology. If you want to define your brand identity, let’s talk. We will merge imagination and technology to assist your brand’s growth in an age of digital transformation. Our professional, skilled team of brand developers are only a call away and are standing by to assist.
