"What is a brand..."

Discovery button2

"AND WHY DO I NEED ONE?"

Your brand is who you are, what you stand for, how you answer your users’ needs. It isn’t your logo. Or your tagline. Although, it does include those things.

In fact, it’s much bigger: it is everything you are.

Your brand lives in every experience a user has with your business. It’s in the way you reply to emails, write texts, social media posts, and yes, even answer your phone. It’s in the causes you support. The way you look after your employees. The vendors you choose. In short, your brand is in everything you do as a business.

And here’s the kicker: In this post-social media world, if you leave your brand to chance, that is, if you don’t think about, work on and invest in it, your users and your potential users are going to define your brand for you. And, they may see things…differently! Are you willing to take that risk?

 

If you leave your brand to chance,
your users and your potential users
are going to define it for you. 

 

At kemistri, we work with you to create the best possible brand ingredients (logo, tagline, website, etc), and we’ll show you how best to deploy them, to make the most of your brand. Your role is to live up to the core truth on which your brand is based and do as much as you can to ensure that truth gets out there.

 

"WHO AM I TALKING TO?"

Speaking of your target audience -- that is, your users and those likely to become users of your brand – how much thought have you given them? Do you know who they are, demographically (where and how they live), psycho-graphically (how they think and why)…or do you just think you do? Until you know whom you’re talking to, you won’t know what your brand should be trying to say.

 

Do you know who they are...
or do you just think you do?

 

Once you know your audience and what makes them tick, we’ll know how best to brand you, to connect with them on an emotional level. Whatever your campaign… website, direct mail, fly-posters , smoke signals, social media…however you connect with your tribe, we’ll craft your message to make them want to respond.

 

"WAIT, YOU SAID SOMETHING ABOUT MY 'CORE TRUTH'?" 

The core truth is the foundation on which your brand is built. You may believe that because yours is a well-established brand, your audience knows, or thinks they know, your truth.

 


The core truth is the foundation
on which your brand is built.

 

 

In fact, if your brand has been around for a while, it may need a rethink – and a refresh. When your business and your core truth have evolved, we can help you understand what needs to change – and how.

Or, perhaps you are launching a new brand, the work of articulating your core truth, still has to be done. If you’re ready to roll up your sleeves, we’re ready to pitch in.

 

"IS MY CORE TRUTH THE SAME AS MY POSITIONING?" 

Not quite. Your core truth is what you stand for, when all else is stripped away. For example, the “truth” most modern carmakers are founded on is that their products are well made.

Their positioning, however, is what sets each one apart from the competition. For Ford, then, being well-made means, dependability: you can count on your F150 pickup truck never to let you down. For Volvo, it means safety: you can count on your XC60 to protect you during an accident.

 


Positioning is what sets you
apart from the competition.

 

 

Your “positioning” in other words, is the key benefit your brand brings to your user.

When he or she encounters your brand, what should they think or feel? This is positioning. It takes work, persistence and time to successfully position your brand in the mind of each of your users.

 

"OK, SO I'VE NAILED DOWN MY BRAND, AND I KNOW HOW I WANT PEOPLE TO THINK ABOUT IT. NOW WHAT?"

Now it’s time to develop your marketing strategy – that is, how you’re going to communicate the benefits of your brand to your target market.

 

How will you communicate
the benefits of your brand to
your target audience?

 

You know the dollars and cents numbers. Your sales and revenue targets are set. Now, all you need is someone to show you how to present your brand in the best possible light, to help make those numbers happen.

 

IT STARTS WITH AN IDEA.

Yes, a big, over-arching idea that is anchored in your brand and that will power your marketing strategy. Nike’s big idea, roughly, “wearing our shoes, you have no more excuses, so get going” is summed up in the tagline that has been powering their campaigns for decades:

 

Just do it.

 

There’s no reason why you can’t be like Nike. All you need is an idea that will sing out everywhere from your website to your advertising…that will unite all of your touch-points, from your blog, to your company’s Twitter feed, Facebook timeline and LinkedIn profile…and that will resonate throughout every marketing channel connecting your product or service to your users.

 

SO, LET'S JUST DO IT!

Tell us about yourself, your business, your dreams for the growth of your business. We’ll help you get there. It starts here.