brand building magic


Having a strong and recognizable brand is essential for success. But building a brand that stands out from the crowd and resonates with your target audience is no easy feat. This is where the enchantment of marketing works its wonders. By incorporating strategic marketing tactics and techniques, you can ignite your brand and take it to new heights. You can turbocharge your business and leave your competition in the dust with the right mix of creativity, innovation, and data-driven strategies. This guide will explore the power of marketing magic and how it can help you ignite your brand and supercharge your business growth.


Defining Your Brand Identity

Defining your brand identity is the first step in igniting your brand. Your brand identity encompasses all the elements that make your brand unique and set it apart from others. This includes your company’s values, mission, vision, and personality. It also includes visual elements such as logos, colors, fonts, and design aesthetics. Defining your brand identity helps establish a strong foundation for your brand and ensures consistency in all your marketing efforts. When done correctly, it can help create a memorable and relatable brand that connects with your target audience on an emotional level.


Crafting a Memorable Brand Story

Crafting a memorable brand story that resonates with your audience is important for building a solid connection and fostering brand loyalty. According to Savage Global Marketing, your brand story is why you do what you do.  It should capture the essence of your brand, its values, and mission in a compelling and relatable way. A well-crafted brand story can evoke emotions, build trust, and create a sense of authenticity for your brand. This is important in today’s market where consumers seek more than just products or services, they want to connect with brands that align with their values and beliefs.


The Power of Visual Branding

Visual branding is a powerful tool for igniting your brand and creating a lasting impression on your target audience. Humans are naturally drawn to visuals and tend to remember them much more than words. This is why having a solid visual brand identity is significant in standing out from the competition and making a lasting impact on consumers. From logos to color schemes, visual elements can instantly communicate your brand’s message, values, and personality. Investing in professional design and consistency is vital to ensure that your visual branding accurately reflects your brand identity and resonates with your audience.


Leveraging Social Media

Social media has become an integral part of any marketing strategy. With billions of active users, it provides a massive platform for brands to connect with their target audience and showcase their brand identity. You can amplify your brand’s presence and reach a wider audience by leveraging social media platforms like Facebook, Instagram, Twitter, and LinkedIn. Social media also allows for direct customer interaction, creating a sense of community and building brand loyalty. It is essential to have a solid social media strategy in place that aligns with your brand identity and engages your audience through relevant and visually appealing content.


Standing Out in a Saturated Market

With so many brands vying for consumers’ attention, making your brand stand out can be challenging. Differentiating your brand means highlighting what sets you apart from your competition and emphasizing those unique qualities in all your marketing efforts. This could be through your brand’s values, personality, product offerings, or customer service. By differentiating your brand, you create a unique selling proposition that resonates with your target audience and sets you apart from others in the market. Constantly evaluate and adapt your differentiation strategies as the market evolves to ensure you stand out and ignite your brand.


Tracking and Measuring Success

Tracking and measuring the success of your marketing efforts is important in understanding how your brand is perceived and identifying opportunities for improvement. With the abundance of data available through various marketing tools, tracking key performance indicators such as website traffic, social media engagement, and conversion rates has become more accessible. Regularly analyzing this data lets you gain insights into what strategies are working and make informed decisions to fuel your brand’s growth. This data-driven approach allows for a more targeted and effective marketing strategy, helping you to ignite your brand and achieve success continuously.


Harnessing marketing magic is essential for elevating your brand to unprecedented heights. With the right mix of creativity, innovation, and data-driven strategies, you can supercharge your business growth and leave a lasting impression on consumers. So let your brand shine, and enchant your audience with its unique identity and story. Happy brand building!

Drive Consumer Loyalty


Are you ready to unlock the secret behind building unwavering consumer loyalty? Imagine a world where your brand values and content seamlessly align, creating a powerful bond with your target audience. This discussion will explore how this synergy can become your greatest asset, propelling your brand to new heights. By understanding the transformative power of purpose-driven marketing, you’ll discover the key to capturing the hearts and minds of consumers in an increasingly competitive landscape. But that’s just the beginning – there’s so much more to uncover. Are you ready to embark on this journey with us and uncover the untapped potential that lies within?


The Rise of Purpose-Led Brands

Purpose-led brands are revolutionizing the market and forging stronger connections with consumers, employees, and society. These brands understand the importance of aligning their values with their consumers. Purpose-led brands can create deeper consumer engagement and loyalty by focusing on a brand purpose beyond profit.


Consumers today seek brands that align with their values, not just looking for products or services. They want to support companies that stand for something and positively impact the world. Purpose-led brands recognize this and have made it a priority to communicate their brand purpose authentically and consistently.


When a brand’s purpose aligns with the values of its target consumers, it creates a powerful connection. Consumers feel a sense of alignment and resonate with the brand on a deeper level. This connection goes beyond a transactional relationship and becomes a partnership based on shared values and beliefs.


Purpose-led brands also attract and retain employees passionate about the brand’s purpose. Employees want to work for companies that make a difference and positively impact society. Purpose-led brands provide a sense of meaning and fulfillment, which leads to higher employee satisfaction and productivity.


Impact on Competitiveness

To gain a competitive edge in the market, brands must embrace purpose-driven marketing and align their values with those of their target consumers. Purpose-led brands have a higher chance of success and a stronger connection with consumers. By aligning their brand values with social causes, brands can differentiate themselves from competitors and create a lasting impact. Purpose-led brands attract and retain not only customers but also employees who are passionate about the brand’s mission. This can lead to a more engaged and dedicated workforce, further enhancing a brand’s competitiveness.


Furthermore, purpose-led brands have a positive impact on society and the environment. Consumers today are increasingly conscious of their purchases’ social and environmental impact. By aligning their values with causes that matter to their target consumers, brands can attract loyal customers who share their values and beliefs. This can lead to higher customer loyalty and advocacy, as customers feel a deeper connection with the brand and are likelier to recommend it to others.


Generation P: Fidelity to Future Value

As we shift our focus to ‘Generation P: Fidelity to Future Value,’ it becomes evident that aligning a brand’s purpose with its values is crucial for establishing a strong connection with consumers and driving long-term loyalty. This generation is highly conscious of social and environmental issues and expects brands to align with their values. Here’s why:


  • Authenticity: Generation P seeks brands that genuinely care about the causes they support. They want real action and impact rather than empty words or performative gestures.
  • Black Lives Matter: This movement has brought social justice to the forefront, and Generation P expects brands to take a stance and actively support the fight against racial inequality.
  • Environmental Sustainability: Climate change is a pressing concern, and brands that prioritize sustainability and take steps to reduce their environmental footprint are highly regarded by Generation P.
  • Values Alignment: Gen P values brands that share their beliefs and actively contribute to social progress. They are more likely to support and advocate for brands that align with their values.
  • Long-Term Loyalty: Generation P develops a strong emotional connection when brands authentically align their purpose with values. They become loyal advocates and are more likely to choose and recommend these brands over others.


Brand Differentiation Factors

Differentiating your brand in a crowded market requires a clear and authentic purpose that resonates with consumers and sets you apart from competitors. One of the key factors in brand differentiation is aligning your brand values with a strong purpose. Purpose-driven brands like Tom, Lush, and Ben & Jerry’s have successfully differentiated themselves by integrating their purpose into their operations and messaging. By doing so, they have created a unique identity that attracts consumers who share their values.


Brand Differentiation


Communicating your brand’s purpose effectively to consumers and stakeholders is another crucial factor in brand differentiation. By clearly articulating your purpose and showcasing how it guides your actions, you can build trust and loyalty among your target audience. Consistency in messaging and actions is essential to maintain this differentiation.


Measuring and tracking the impact of your purpose-led initiatives can also set your brand apart from others in the market. Demonstrating the positive outcomes and benefits of your purpose-driven approach can establish credibility and attract consumers who value your brand’s positive impact.


Lastly, it is important to continuously evolve and adapt your brand’s purpose to stay relevant and impactful. As consumer values and expectations change, your brand should be agile enough to reflect those changes and address emerging issues. By staying ahead of the curve, you can maintain your brand differentiation and continue to attract loyal customers.


Activating Your Brand Purpose

Activate your brand purpose by integrating it into every aspect of your business operations and communicating it authentically to your audience. Aligning your brand values with your brand purpose is essential for driving consumer loyalty and creating a meaningful connection with your target market. Here are five steps to help you activate your brand purpose effectively:


  • Define your brand purpose: Clearly articulate the reason your brand exists and the positive impact it aims to make in the world. This purpose should be authentic and resonate with your target audience.
  • Integrate purpose into your operations: Infuse your brand purpose into every aspect of your business, from product development to customer service. Make sure your purpose is reflected in your actions and decisions.
  • Communicate authentically: Be transparent and genuine about your brand purpose. Use storytelling and engaging content to connect with your audience emotionally and show them how your brand is making a difference.
  • Engage with your audience: Encourage your audience to participate in your purpose-driven initiatives. Foster a sense of community and provide opportunities for them to get involved and contribute to your brand’s mission.
  • Measure and share impact: Regularly evaluate and measure the impact of your purpose-driven efforts. Share the results with your audience to demonstrate the tangible difference your brand is making.


The Power of Purpose-Driven Marketing

To harness the immense potential of purpose-driven marketing, brands must align their values with social causes and authentically communicate their purpose to create a powerful connection with consumers. Brands with a strong sense of purpose and align their values with a purpose that aligns with social issues are more likely to resonate with socially conscious consumers who want to make a difference. Purpose-driven marketing goes beyond traditional advertising and focuses on positively impacting society and the environment.


By aligning brand values with social causes, brands can tap into the growing demand for socially responsible products and services. Consumers, particularly younger generations, are increasingly seeking out brands that share their values and actively contribute to social and environmental causes. Purpose-driven marketing allows brands to connect with these consumers more deeply, building trust, loyalty, and advocacy.


Moreover, purpose-driven brands have a higher chance of success in the market. By authentically communicating their purpose, brands can differentiate themselves from competitors and stand out in a crowded marketplace. Purpose-driven marketing not only attracts customers but also attracts and retains talented employees who are drawn to work for companies that have a meaningful mission.


Authenticity in Purpose-Driven Marketing

Authenticity is the cornerstone of purpose-driven marketing, requiring brands to express their mission and values genuinely. In a world where consumers increasingly seek meaningful connections with brands, authenticity is vital in building trust and loyalty. When brands align their marketing efforts with authentic values, they attract like-minded consumers and foster long-term relationships that drive consumer loyalty. Here are five reasons why authenticity is crucial in purpose-driven marketing:


  • Building trust: Authenticity establishes trust between brands and consumers, demonstrating a genuine commitment to their values.
  • Differentiation: Authentic brands stand out in a crowded marketplace by offering a unique and transparent approach to their purpose, setting them apart from competitors.
  • Emotional connection: Authentic purpose-driven marketing evokes emotions and resonates with consumers deeply, creating a strong bond and fostering loyalty.
  • Long-term impact: Brands that remain true to their values over time build a reputation for authenticity, leading to sustained consumer loyalty and advocacy.
  • Social media accountability: In today’s digital age, social media holds brands accountable for their actions. Authenticity ensures marketing efforts align with a brand’s values and operations, maintaining credibility in purpose-driven marketing.


Leadership’s Role in Purpose

Leadership plays a crucial role in driving purpose within a brand, shaping its values, and guiding its actions toward societal and cultural issues. Marketing and executive leaders are responsible for creating and fulfilling a brand’s purpose, aligning it with its values, and ensuring it resonates with consumers. In fact, 95% of CMOs believe that companies should take the lead on societal and cultural issues, recognizing the impact that purpose-driven marketing can have on consumer loyalty.


Consumers today expect CEOs to speak out on important issues, with 86% of them holding this expectation. Therefore, it is imperative for leadership to not only define a brand’s purpose but also to communicate it authentically and consistently. This means examining company practices and making necessary organizational changes to align with the brand’s purpose rather than just paying lip service to a cause.


Overcoming the Fear of Missteps

Overcoming the fear of missteps is essential for brands embracing purpose-driven marketing and building strong connections with consumers. While aligning brand values with social causes can drive consumer loyalty, it can also be daunting for brands to navigate this new terrain. However, with the right mindset and strategies, brands can overcome this fear and successfully align their values with their marketing efforts.


Here are five ways to overcome the fear of missteps and effectively align brand values with purpose-driven marketing:


  • Educate yourself: Take the time to understand the social causes and issues that align with your brand values. This will help you make informed decisions and avoid potential missteps.
  • Be authentic: Consumers can sense when a brand is being disingenuous. Stay true to your brand values and communicate your purpose authentically. This will help you build trust and credibility with your audience.
  • Test and learn: Embrace a culture of experimentation and learn from your mistakes. Test different approaches and strategies, and use the insights gained to refine your purpose-driven marketing efforts.
  • Listen to feedback: Pay attention to what your customers are saying. Actively listen to their feedback and use it to improve your brand messaging and initiatives.
  • Embrace transparency: Be transparent about your purpose-driven initiatives, including successes and challenges. This transparency will help foster trust and loyalty among your consumers.


Taking a Stand for Social Change

Taking a bold stance for social change can propel purpose-led brands towards greater success, stronger consumer connections, and a positive impact on society and the environment. By aligning brand values with social causes and taking a stand on important issues, brands can differentiate themselves from their competitors and build a loyal customer base. Purpose-led brands that actively engage in social change attract like-minded consumers who share their values and inspire brand advocacy and loyalty.


Consumers today, especially younger generations, are increasingly drawn to brands committed to positively impacting the world. They want to support companies that align with their values and actively work towards creating a better society. When brands stand for social change, they show consumers they are more than profit-driven entities. They become catalysts for change, using their influence and resources to address social and environmental issues.


Taking a stand for social change also has a ripple effect beyond consumer loyalty. It can inspire other companies to follow suit and create a collective movement towards positive change. By leading the way, purpose-led brands can drive industry-wide transformation and encourage adopting socially responsible practices.



Now that you understand the power of purpose-driven marketing, it’s time to take action. Did you know that 73% of millennials are willing to pay extra for products and services from socially and environmentally responsible companies? You can tap into this value-based purchase intent by aligning your brand values and content and building a loyal customer base. So don’t wait any longer. Start integrating your purpose into all aspects of your brand and watch your business thrive in a crowded market.


Brand Safety

Brand safety is not a new concept. Since the inception of newspapers and magazines, advertisers have recognized that advertising needs to be placed properly within the content. Layouts encompass more than just the visual appeal of how a page is organized. Ads, ideally, should be placed next to content that is complimentary. Ads that harshly contrast with the content they appear next to are seen as a less effective marketing strategy. An ad that is relevant to the content it sits next to makes for more effective marketing. However, placing the wrong ads next to the wrong content can have disastrous consequences.


Beyond effective marketing, poor ad placement can damage a brand’s reputation and standing in the eyes of investors and customers alike. No brand wants their brand associated with objectionable or offensive content, especially if that content doesn’t align with the values of the brand.


Mere Accidental Association

Brand safety is defined as the strategy of ensuring ads do not appear on, in, or next to content the brand does not approve of. The fear of customers associating a brand with abhorrent content because of ad placement is real, justified, and has been realized. That fear has led to brands making drastic changes and highly impactful judgment calls. One example of this fear making an impact is the 2017 YouTube “adpocoplypse”. Over 300 brands including Adidas, Amazon, and the CDC were alerted to their ads playing alongside white supremacy, Nazi, and other problematic content. In response, many brands paused their advertising buy on YouTube, and an investigation was launched.


Even though the channel the ad appeared on had no connection to an affected brand, YouTube pairing the two together created a big problem. Whether intend to or not, our brain records what we see and pairs things we see close together, so even though the ad never mentions the offending content, seeing that ad before the content pairs the two subconsciously.


YouTube, even before the 2017 disaster, has tools that help advertisers place their ads. Companies can target demographics and user behavior. Companies can even blacklist specific channels and use a filter to “exclude sensitive subjects”. However, many brands have said that despite tailoring their ad placement settings, their ads still appeared on questionable content.  Take every step possible to ensure your ad does not end up next to content you disagree with to prevent negative association, but also accept that absolute control is not a reality.


Data Information

After running an ad, you want to know how it did, and if you posted the ad online, then there are likely tools you can use to see exact metrics. Twitter and Instagram will show you the total number of impressions and interactions so you can see what ads are working and which ones are not. More popular and well-liked ads do more work for a brand than a lower performing ad. The best ads also bolster overall brand image, meaning an ad can sell more than a product to a customer, such as a brand, company, product, lifestyle, and more. Use this collected data to better inform future ads.


Dirty Dozen + 1

The Internet Advertising Bureau has created a list of what it considers inappropriate or illegal topics that marketers should avoid. The list nicknamed the “dirty dozen” includes drugs, crime, terrorism, as well as obscenity, military, and adults. “Fake news” is the 13th item on the list that was added in 2018. Running an ad in content related to any of the “dirty dozen” puts your brand safety at risk.


However, the “dirty dozen” is a vague list. Of course, it is safe to assume no brand wants to be associated with terrorism or crime, but other entries are largely subjective. What one person finds obscene might be perfectly fine to someone else.


There is also the reality that some brands are fine with some content topics that others are not. A car crash lawyer might be perfectly fine running ads next to a road accident story, but a baby car-seat maker might not want that association.


Interpreting the “dirty dozen” list is up to you and your brand. Use the list as a starting place to determine what your brand is ok with and what it is not.


Brand safety is an important factor when placing ads. You want to protect your brand without having your brand image ruined by something you don’t approve of. Before running ads on a platform, take the time to adjust any settings regarding ad placement. Be mindful of negative association created through ad placement. Determine what categories of content your brand is fine with and which ones cross the line. The “dirty dozen” list can help you figure out what to avoid in general before you nail down specific topics that you want nothing to do with.




Iconic Brand Identity


A brand is a living entity- and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.

-Michael Eisner


You’ve heard the advice a thousand times.


And it’s true- there are countless brands in the world today! There are thousands of successful brands and hundreds of dominant brands, there are only a few known as iconic brands. What distinguishes these iconic brands from just ‘brands’, and what we can learn from them?


A powerful brand holds a strong brand identity that includes various components such as name, logo, tagline, graphics, color, shape, and typography, shape, sound, smell, etc. And the best thing about the icons is you know them when you see them. These brands transcend their product/service and become a part of the popular culture.


Iconic brands are instantly recognizable such as Nike, Coca-Cola, Google, Apple, FedEx. These brands put consistent effort in their product and service, the environment it appears in, and their tone of voice. Sometimes it becomes difficult for many businesses to deliver it all, consistently. The following branding tips will help you in creating a brand strategy for establishing a unique and iconic brand identity.


A compelling name

First, you need a unique and compelling name for your business or brand. It gives a recognition to your business as it appears on everything from your website and social media channels, to your products, merchandise, and marketing materials.


So, if you create a unique and memorable business name, it will be easier for people to develop a connection with your brand. It will help people easily recognize your brand.


Keep the brand name simple and easy for people to remember and recall.


Unique logo or wordmark

A logo is the core of brand identity and therefore you need to create a unique yet memorable logo for your business. You can create a logo in a form of a graphic symbol, which is easy to remember and recall. However, sometimes it becomes difficult, time-consuming, and costly to create a symbolic logo. If you cannot design a memorable logo in traditional style (symbol graphic), then considering a wordmark or logotype is the best choice.


A well-crafted wordmark can be effective to represent your brand with a sense of professionalism. There are many brands with strong wordmark such as Coca-Cola, CNN, Mobil, and FedEx. Make sure your logo should always render consistently.


Clear and straightforward statement

Your brand tagline says a lot about your business. You need to be clear and specific while creating a tagline or statement for your brand. Basically, it captures the essence of the value that a brand provides to its customers in just one or two concise sentences. You need to start with Unique Advantage Point (UAP) of your business to start when developing a perfect tagline.


Just think- how your business or product can make the life of your customers better? If your tagline can answer the question, it will connect people with your brand.  Just focus on the message you want to pass on to the audience, if it gives a clear perspective and motivates them to try something extraordinary, then you really have a great tagline. The best example is Uber’s new mission statement. They changed the old statement “Make transportation as reliable as running water, everywhere, for everyone.” to the new statement “We ignite opportunity by setting the world in motion.” for a clear and better perspective.


Identify key colors

You need to identify colors for your brand logo, usually, businesses choose one or two key colors for their logo. You can also create a corporate color palette by including other secondary colors.


Following are the meaningful and emotional essence of different colors:


  • Red is the color of passion, importance and attention.
  • Orange color shows playfulness, friendliness, and vitality.
  • Yellow is the color of happiness, optimism, and warning.
  • Green symbolises nature, stability, prosperity and growth.
  • Blue is the color of professionalism, security, and formality.
  • Purple color gives you essence of royalty, creativity, and luxury.
  • Pink shows femininity, youth, and innocence.
  • White gives you a clean, virtuous, and healthy perspective.
  • Black is a powerful, sophisticated, and edgy color.


Select the colors strategically as you want a fine balance between the values of the company and the effects you want on the people who interact with your brand.


Standard typography

You need to standardize the typography for your business. A brand’s typographic identity includes key text- brand name and punchline. You need to find and identify a font type for each of both. Also, you need to define a consistent way of writing headlines, which will give a distinct voice to your brand.


Make sure that the chosen fonts are easy to read and go well with all your printing material.


A compelling story

No matter what happens, you need to stay true to your brand story and brand values. That’s where iconic brands distinguish themselves. Iconic brands are always true to customers, and themselves. However, user-generated content is a great way to create a compelling story for your brand. That’s where people share their experiences and if you include it in your story, they will easily connect to it and engage themselves with your brand.


Consistent style

Finally, consistency in everything you do to promote and communicate about your brand holds the key to a successful iconic brand. However, building an iconic brand takes time. Consistency creates familiarity, which breeds trust and ultimately it leads to iconic brands.


Whether you are speaking with your customers, sending an email campaign, communicating on social media, hosting an event, and doing a press conference, you need to be consistent in everything and everywhere.


Make sure that your brand identities are consistent everywhere and everything you do to promote a business.


All the above tips will help you in creating a solid brand strategy and memorable brand identity for your business. However, you need to put consistent efforts over a period of time. Building an iconic brand takes time, patience, and careful crafting. That’s the way to create an iconic brand that people love and that’s how you will be able to measure the brand success.

Increase Brand Visibility


Whether you’re a new start-up or an established business, brand awareness is always key. How can you make sales if people don’t know about you or the new things you’re doing? The Content Marketing Marketing Institution in fact found that 89 percent of B2B marketers labelled brand awareness and visibility as the most important goal, over sales and lead generation. But in this day and age, with so many communication platforms, advanced technologies and modern ways of thinking, what are the most effective methods of getting your brand out there? Let’s take a look at some of the main strategies that could be effective for your company.


1. Social Media

It’s no secret that Social Media is a widely used tool that has a powerful effect on people’s opinions. No matter the platform of choice  Facebook, Instagram, Twitter, LinkedIn, Youtube to name just a few  there is a potential to reach millions, even billions, of people around the world. Through a profile and regular activity that attracts your target market, a company not only has the ability to get their brand seen by the many people on Social Media, but you actually can communicate a strong and relatable brand personality. The great part about Social Media is that it is easily customizable. You can target audiences by age, gender, geographical location and even interests, to ensure that your brand is being seen by those most likely to identify with your values and require your services.


2. Content Marketing

Another modern day technique for brand visibility is content marketing. With the onslaught of technology and the world wide web, audiences are faced with an overload of content, which is updated and shared every hour. People visit various websites, scroll through social feeds and Google search on a daily basis, so if your brand has content out there for them to stumble across, it’s all the more likely that audiences will become more aware. Try using bloggers and creating native articles to post on various publications that you know your target market are reading; or you could shoot interesting videos to upload and share on Social Media. You could even try writing an e-book on a topic of interest; just try and be creative and be proactive about spreading the content online.


3. Traditional Methods

Let’s not forget about those tried and tested traditional methods that have been working for marketers for a long time. Guerrilla marketing, for example, can be highly effective for companies trying to get their name out there. Uber, which is a billion dollar company has been known to take advantage of guerrilla tactics. You could also try getting a toll free number for your business because by adding a clear contact detail to the brand, you will be visible on 411 directories and online directories, which are seen by many people everyday. Plus, toll free numbers make it easier for customers to get in contact with you and therefore allows you to provide better customer service — an added bonus that can make a huge difference.


Increasing the visibility of your brand can be a process that is often time consuming and requires effort. Whether it’s using modern techniques or traditional approaches, marketers should be aware of effective strategies and be sure to make brand awareness a priority; if done properly, it can broaden your customer base, solidify your market position and increase returns.

Brand Architecture


Should your subsidiary businesses, products, and services carry the respective name of your mother brand, or live out their own lives in the global market in order to appeal to a certain range of demographics, otherwise unattainable with your primary brand personality? The answer will depend on your long-term goals and aspirations.


Brand architecture represents an invaluable piece in the puzzle of global market positioning and brand recognition, allowing you to develop new companies, products, and services and tailor them in terms of values, visual identity, personality, and voice in order to reach your audience. Rather than running the risk of inadequate and subpar customer feedback due to the overwhelming and familiar emotional response evoked by your mother brand, you can neatly organize your brand architecture to help clients, customers, and in-house teams better gauge and respond to your subsidiary brands.


In layman’s terms, brand architecture allows you to appeal to a wider audience by creating seemingly unrelated brands that are a part of a unified whole, or corporate brands that portray a unified story to larger demographic.


Given the aforementioned benefits, let us take a look at the crucial steps you should take to create your optimal brand architecture.


Define your industries

A brand, much like a growing person, starts off in a specific niche, and broadens its horizons to encompass numerous areas in life, taking interest, learning and mastering different traits. The place your brand starts in its genesis should not be the place it ends up, but rather it should pave the road to bigger and better things.


Thus, it becomes of essence to clearly define the new niches and future industries you wish to introduce your brand to, and create a demographic model that will yield the creation and fine-tuning of a new entity – your house of brands. Your house of brands is a group where every one of your new brands resides under the wings of your head corporation. In there lies the data, numerous marketing plans and strategies and dedicated teams that manage and grow your new businesses.


Choose your architecture type

Brand architecture entails the use and optimization of three major architecture types, each with its own purpose and built in accordance with your aspirations.


The first type is corporate architecture. Corporate architecture entails the creation of unique companies, services or products that are supposed to live independently, yet are fully controlled and always come with a corporate identity prefix. This is a good solution for companies who want their new audiences to automatically associate their values with the corporate brand, avoiding the need for additional marketing efforts and complicated management delegation.


Secondly, there are sub-brands and endorsements. Succinctly, endorsed brands stand on their own in the local or global market, yet the corporate brand played a substantial, if not a key role, in their creation.


Endorsed brands can enjoy the benefits of the corporate brand’s support and protection, while being able to execute their own marketing strategies and create their brand in accordance with the corporate entity. This is an excellent solution for companies that want to create individual values, stories, messages, and visual identities for their new ventures.


Be wary though, endorsed brands need to deliver results in terms of brand recognition and value, and your corporate brand must actively participate in its establishment and ensure its strong footing before it can enjoy the fruits of its success.


Lastly, there is the option of creating individual product brands. This solution entails complete freedom of your individual brands, allowing them to live out their lives independently without any visible relationship with the corporate entity. This solution boasts numerous benefits but it can also present the corporate brand with hardship if not set up and managed properly. These unique brands need to be created with prudency and strategy, employing a strong marketing team for each, creating a professional management structure, developing a unique visual identity with graphic design and establishing an emotional relationship with the customers with a dedicate PR department.


Build on emotion

Your brand architecture should be built gradually and it should be rationally positioned to evoke an emotional response. You need to utilize the customer’s inherent trait of emotionality to your advantage and build brands, products and services that will create a bond with your target audience. Remember, people consume content, buy products, and promote brands to their friends because they feel the brand to be an inseparable part of their reality, not necessarily because they need it.


Emotions trump functionality, and that is why your subsidiary brands need to be built on their strengths, advantages and benefits. Carefully start developing your new brands and list their functional traits from which you will derive their unique benefits that will spike an emotional reaction. These benefits need to be tailored perfectly to resonate with the specific target demographic and you will succeed in accomplishing this creative task by employing dedicated management teams to create and take the new brand out to sea.


Employ hierarchy

Finally, hierarchy plays a pivotal role in the maintenance, productivity, and future success of your carefully built brand architecture. In a vast corporate conglomerate, it becomes staggeringly easy to lose a sense of direction and let your architecture fall to pieces under poor guidance and a lack of hierarchical communication and delegation.


For this reason, you must build and maintain a strong hierarchical foundation with clearly defined guidelines and regulations that will ensure productivity, financial prosperity, and long-term success with the best possible ROI.


The importance of establishing thriving brand architecture with careful planning and strategizing is unparalleled. Strong brand architecture will see your corporation to new heights, allowing your business to pursue new goals, create numerous revenue streams and effectively branch out into various global markets. Follow these crucial steps and you will easily pave the road to long-term success and prosperity!

Web Branding


Take a moment to consider what the most valuable asset to your business is. Is it your company’s physical location? Is it the products or services you offer? Obviously, those matter, but are they truly the most valuable things?


The answer, at least when its achieved, is a recognizable, loved and trusted brand. Yes, a brand.


Every business big or small must have a brand, and a name to go with it. It’s how customers differentiate you from the competition. It’s how they get to know you and what you have to offer. It’s everything your business has and does.


Sound a little far-fetched?


According to Nielson’s Global New Product Innovation Survey, it’s not a fantasy at all. In fact, 59% of consumers prefer to buy new products from brands they know or are familiar with. In other words, it’s trust and a history you really want to construct — this is the relationship you need with your customers.


Before that can happen, you need a brand, and customers need to know your brand. But what is a “brand” exactly and how do you show it off? How is your brand portrayed to customers and interested parties?

How to Communicate Your Brand

Brand Building


A brand is more than just a name — or a mission statement or even a goal. “Brand” is a term used to refer to the total perception of your business, as in what customers see or think when they consider your company.


It’s how you interact and communicate with your audience and customers. It’s your physical location, what it looks like, the state it’s in and how you conduct face-to-face business. It’s your print ads, signage, even retail packaging. It’s your website advertising and social engagement. It’s your content marketing and all the information you publish on your blog. It’s even the sales and customer service experience you offer, good or bad.


A “brand” is a consistent communication, engagement and experience across any and all platforms, applications and mediums. It is quite literally every single thing you do. That’s exactly why building a lovable and trustworthy brand is not an overnight thing. It takes a while, maybe even a long while. It requires substantial investments, patience and consistency.


Of course, that doesn’t mean there aren’t ways to speed up the process or fine tune what you’re trying to do.


Speed Things up by Showing off Your Brand on the Web

Want to know how you can promote your brand online, whether through a website, forum or social network? Well, keep on reading. Here are the best ways to do it:


1. Create Content, Become a Thought Leader


As they so often say, content is king. It’s also good for SEO, or search engine optimization, which is what helps drive traffic to your website. The more fresh and relevant content you have, the more chances you have of people finding your brand and site. Plus, relevant content is super shareable, so people are more inclined to engage and share with others via social media.
The best way to position yourself is as a thought leader. This is someone who has a lot of advice, tips or information to share with the community. For instance, a home improvement company could share DIY projects that are great to do at home. A restaurant could share DIY recipes that readers could try to make themselves, and so on and so forth.
The idea is to really position yourself as an influencer in your market so customers, as well as other professionals, come to you regularly.

2. Discover, Create, Inspire


Brand Building


Creating fresh content is a great way to entice new customers and potential readers, but that’s not where you want to start your building process. First, you’ll need to discover who you are, create content, products and services people desire, and then impact the world around you, hopefully for the better — hence the discover, create and inspire mantra.


Brands like Jose Cuervo, Disney, ABC, Bravo, Nickelodeon and many more leverage this strategy. It may seem like a bunch of hogwash on the surface, but the only way to truly build a strong brand is through a process such as this.


Discover who you are, what your brand is and how that reflects upon the world. Create something, anything, from commercial and consumer-based products to visual content and information. Finally, aim to inspire by kick-starting a story and experience that everyone can aspire to be. What has your brand accomplished? What makes you proud, and what experiences have you had that others can borrow from to improve their own lives or business?


3. Stick to Single Goal and Mission


There’s no avoiding it — you’re going to spread yourself thin across multiple platforms, apps and mediums. You’ll be focused on social media, your professional website, an e-commerce platform, advertising and marketing, and so much more.

Just make sure your efforts across the entire space are centralized and that they align. For example, don’t show everyone on your website that you’re a family-friendly brand or business, and then post mature, adult content on Instagram and Twitter. Keep the focus similar across all platforms, and that goes for your mission, content and strategies.

To build a brand, you need everything in sync, no matter how spread out you are.


4. Be Unique




This one is tough and won’t come easy, nor will it happen overnight. To make a name for your brand and stand out from the competition you absolutely have to be unique. You may have similar products or services, similar strategies and maybe even similar customers, but something makes you different. Hone in on whatever that is and use it to your advantage. Embrace the differences, not the similarities.


There’s a simple and single supporting point behind this idea. If you are no different than your competition, why would your customers choose you or your products? The answer is, they wouldn’t. They would most likely go with whatever brand or product they found first, which may not be yours.


Stand up. Shout from the heavens. Make your brand known, but more importantly make your brand shine out in an endless sea of sameness — yes, we used that word.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner

Brand Building


United Airlines recently made it to the news for all wrong reasons. It forcibly evicted an elderly passenger when one of its flights was overbooked. The video of the entire fiasco went viral, causing unrepairable damage to the brand’s reputation.


Pepsi had to pull out its Ad after it seemed to trivialize a serious issue and the whole thing created furor online.


These two separate incidences had two well-established brands in the core and people are going to remember them for a long time. Marketers and branding experts will continue to cite them when they talk about mistakes in branding.


But these were the case with known brands. What happens when there’s a brand in the making? What can kill the brand even before it has made a mark and how?


Here are some of the mistakes that ruin your brand building efforts even before it begins.


1. Not Being Passionate About the Brand

Always be passionate about your brand as half-hearted efforts never did a brand any good in the history of brand building.


Passion not only adds value to your brand, but also attracts consumer-attention. It lends a certain distinctness to your brand, which piques their interests.


Put 100% passion and focus in building the brand to see the results for yourself.


An exercise in passion is exemplified by Airbnb with its ‘Floating House’ campaign. Released as a competition in London, it brought 73,500 visitors to the Airbnb website and of them, 28,000 were first-time visitors. It resonated the motto of the brand “don’t just go there, live there” and that made a connect with the target user base. The passion caught on!



2. Not Defining the Brand Early On

Building a brand from the ground up is a continuous process. It is a journey throughout which, the brand needs to be constantly nurtured as one wrong step, and your brand loses its credibility and years of efforts in one go.


Branding should be always on the top of your priority list and not an afterthought. Start on the right note by defining your brand on the basis of certain questions, which include but aren’t limited to the following:


  • What products or services do you offer?
  • What are the basic qualities of the products and services offered?
  • What is the mission or what are the core values of the company?
  • What sets your company apart from others?
  • Who are your target audience? What are their demographics?
  • What’s your company’s value proposition?


These questions will help you carve a personality or character for your company, and therefore, define your brand.


Eyewear company Warby Parker works on ‘buy one give one’ business model. The unique business model clicks its target audience. They have a mission and their target audiences are the ones, who are inclined towards the mission. They know the brand’s value proposition and stand by it, earning the brand many loyal followers.


3. Not Building the Brand Around Its Strength

Every firm has its strengths and drawbacks. Lay the foundation of your brand by highlighting all its strengths and stick to it. Identify the USP of your brand and play it to your advantage.


UK-based innocent drinks is known for its smoothies, juices and veg pots. The popular brand sells over 2 million smoothies per week, but that’s not where its popularity ends! It is also known for its out-of-the-box, imaginative and playful social media presence. Just like their name, the content they post online is “innocent” and makes the crowd go all “aww”!





4. Not Focusing on Value-Addition

Don’t forget to add value to your brand.


It can be anything – reduced price, after-sales-services, in-store care, value for money, reward for loyalty, product enhancements, enhanced experience, using human element, so on and so forth. This will help you enhance the recall value of the brand.


Furniture giant IKEA’s interactive catalog is the best example of how brands can add value to their products and services. It used Augmented Reality to place furniture in homes and give customers assurance of buying the right furniture. Released before Thanksgiving Day, it gave users the incentive to try and buy its products.


Japanese retailer UNIQLO offered customers the first-ever neuroscience fashion campaign in Australia, where they matched the clothing selection based on their consumer’s moods. Using wearable technology UMood, they used brainwave reading to suggest clothing for the consumers. This unprecedented move set them apart from their customers and added value to their services.


Take the cue, focus on value-addition and there’ll be no looking back for your brand.


5. Not Being Original and Aping Competitors

It’s a good practice to keep a tab on what your competitors are doing and how they are shaping their brand. But this doesn’t mean giving up originality.


In the early 80s, the Coca-Cola and Pepsi rivalry was in its peak. It seemed that Americans favored the sweeter flavor of Pepsi. In an attempt to be on up its rival, Coca-Cola decided to give its original formula a twist by launching ‘New Coke’ in April 1985. The new product didn’t go down well with the target audience, who demanded the original formula to be back. Coke lost the plot with this one and had to switch back to its original formula.


Lesson learnt – even if you track each and every move of your rivals, you need to embrace originality instead of imitating your competitors.


6. Not Giving Customers Enough Reasons to Trust the brand

Your brand building efforts will go down the drain if you don’t give your customers enough reasons to trust the brand.


Make it easy for them to provide feedback, find ways to engage/interact with them, provide them support – before, during and after a purchase, accept your flaws and work on making the customer experience better.


After drawing flak for its exploding handsets, tech-giant Samsung came up with a brilliant marketing gimmick for its S8. The company geared up for the launch of the smartphone in UK by surveying the best views in Britain and placed a giant S8 frame on the locations. While the idea of the campaign is to showcase the handset’s specs such as “Infinity Display”, it also eggs customers to trust it again.



7. Not Being Ready to Reinvent

Brand building now involves the digital media, which has a fast-paced landscape. It goes without saying that you’ve to be on your toes and adapt to any change or twist to leverage your brand, especially on social media channels. This will require consistent efforts from you. In case your brand building tactics have a major setback, you should be ready to reinvent the brand.


World Wildlife Fund is an organization, which fights for causes with supreme marketing tactics. The brand uses social media channels to communicate its message in the most innovative ways. Their #EndangeredEmoji campaign was a viral hit that recorded 59,618 signups within the first couple of months. Over 1.6 Million people were encouraged to sign a petition to protect Virunga National Part and 560,000 #EndangeredEmoji and WWF mentions were seen at the campaign launch.


Another example is of Virgin Holidays, which used Live Videos to “Seize the Holiday” and demonstrated all the possibilities in the destinations serviced by the brand. With a major chunk of the population using Live Videos, it’s quite obvious that the brand is reinventing itself by using the latest technology.

These are some of the pitfalls you need to avoid as you set out to build your brand. Follow other brands’ success stories and learn lessons from their failures to create a memorable brand, the one which your target audience trusts and there’ll be no looking back! Have a brand story worth mentioning here? Do let us know in the comments!


Author Bio

Indrajeet is a content strategist who loves to write about digital marketing and how its various facets can be leveraged to drive business growth. He also provides strategic content support for B2B and B2C businesses to help them achieve their marketing goals. You can follow him on Twitter or connect on LinkedIn.


Ubiquitous Brand


Whatever your product is, it is never a bad idea to attract more people. The problem is knowing how to attract more than one crowd. The first thing that you can do is try not to limit yourself to one market. These tips can also send you on your way to a more diverse audience.


Find The People Who Will Get The Word Out

You don’t have to change your product or all of the marketing to be effective. You just have to find out who to market it to that will help you spread the word. Some people are well connected and will get the word out to everyone, while other will help you make an impact because they are powerful. When you find the right people, have them work together on a project that will benefit you and them. If they promote your product while adding credits to their resume profile, their fans will learn about your events, or products and support the people. While you are planning the event, it might be good to brainstorm with the people to find out how their audience would benefit from it and their likes and dislikes.


You can include these things in the event and people will know that you can meet their needs. There are also many different resources out there you can use to get the word out about your business. You can use things such as Facebook, Twitter and even Vimeo to reach out to even more audiences. You can even look at different examples, such as those by ACN to get a good idea of how to use resources like this more effectively.


Contact Specific Informers

If there are target audiences that you would like to cater to, you can create a focus group to find the marketers. For example, if you want to target right winged conservatives, you could create a small focus group in a red state to ask them about their likes and dislikes in food, clothing and entertainment. When you get the information, you can target top people with a lot of influence in those markets to attract the target group. Setting up an interview with these top people to understand how you can benefit them and their audience is a way to win them over.


Partner With A Business

Learning which services will complement your business will help you in the long run. For example, if you are a wedding planner, partner with caterers, dress makers and cake makers to make your services most effective. Learn how to service them and help promote their businesses. You never know when you might need that special favor in the middle of a catastrophe.


Share A Rewards Program

If your company offers rewards, partnering with another company to transfer the rewards will make your customers feel appreciated. Chase and Southwest currently have a promotion that allows you to use your Chase points for the rapid rewards program to get discounts on flights. Promotions like this provide an incentive for customers to use your product. Another company is ebates. Ebates has partnered with many companies online and regular stores to offer benefits to clients that purchase products through their site. The customer will then gain a percentage back for every purchase and it can be given to them on a gift card.


In order to meet the needs of a greater audience, they have to find out about your product and why it would be beneficial to them. Choosing the right partnerships are the key to making this venture so successful. If you keep an open mind and learn to cater to everyone’s needs, the rewards could be an increase in marketing.

Brand Loyalty

Brand building is a very complex process that has to be seamlessly planned and executed. One of the most important steps of this process is creating brand loyalty. Brands can exist only if they have an army of loyal customers to support them. In today’s competitive market, acquiring customers is tough, while keeping them is quite an achievement. Here are several strategies that will win loyalty to the brand and prevent your customers from defecting to the competition.



Defining and creating a brand narrative is an essential step in brand building and encouraging customer loyalty. You need to tell your customers a compelling story that they can relate to. It’s important to give a personal touch to your brand and show your customers how your products and services can help them solve a particular problem they have or improve the quality of their life. Your brand should reflect certain essential core values of your target audience, and storytelling is an excellent vehicle for developing a brand identity with which they’ll be able to establish a strong emotional bond.


Social Networking

Before the era of social media, one of the most important marketing forms was word of mouth. Nowadays, Twitter, Facebook, and Instagram have taken their place. The results of a Nielsen survey show that 83% all over the world believe the recommendations they get from friends and family, and this fact best illustrates how immense the potential of social media as a WOMM tool is. It’s very important to communicate with your customers through various channels. That way you’ll get valuable insight into their needs and you’ll give them the opportunity to have their say and express their opinion about your products.


Customer Service

One of the main reasons why customers turn their backs on certain companies is bad customer support. White House Office of Consumer Affairs says that it is 6 or 7 times more expensive to acquire a new customer than to keep a current one. If we bear in mind another stat according to which 59% of 25-34 year-olds share their poor customer experiences online, it’s clear that you need stellar customer support if you want to have loyal customers. Welcome your customers after the initial contact, thank them after their first purchase, or offer them any assistance they may need. Don’t underestimate the power of follow-up.


Lots of potential business opportunities are lost because of the lack of follow-up. Besides purely financial benefits, this strategy is also great for strengthening your bond with your customers. Another great method is letting your customers know when their warranty is about to expire, or when they’ll need a refill.


Loyalty Programs

It’s always a nice touch to reward your customers with loyalty programs. Various methods can be used to show your customers that you’re thankful. For example, some companies use a simple point system which means that whenever they make a purchase, customers earn points which are later translated into some kind of reward. Another good example is giving loyal customers early access to a new product or a feature. In other words, make them feel special and appreciate their loyalty.



People love freebies. There are several good things about giving out free stuff to your customers. For one thing, it’s an excellent method of creating a buzz about your products or services, as well as promoting your brand. Have your brand’s logo printed on T-shirts, baseball caps, pens, or organizers.  Just imagine the effects of creatively designed custom mugs if we have in mind the fact that people will be using them on a daily basis. This great marketing tool can be used in virtually any industry.



Trust goes both ways. If you want to build a relationship of trust and loyalty with your customers, you need to give them something that will make them feel valued and respected. Discounts and special offers are considered to be among the most valuable gestures that invoke customer loyalty. People tend to stick with brands that don’t shrink from generously reducing their prices. Provide your customers with added value by extending their warranty or offer them two-for-the-price-of-one deals and they’ll surely appreciate that. And don’t forget that people will spread the word online, and your efforts will be rewarded with spontaneous referrals.



If you want loyal customers you need to live up to their expectations as well as your promises. Consistency is your most powerful weapon for combating customer churn. If your customers are satisfied with your service and the quality of what you’re offering they won’t have a reason to look for something else. It’s also a good idea to keep an eye on your competition and be aware of what they’re offering in order to be able to be one step ahead.


Check Out These Great Resources to help with your Marketing:


  • Try to easily track brand awareness, discover new leads, share quality content, schedule posts and download progress reports.
  • Social Searcher is an amazing way to grow an online brand in leaps and bounds it simply takes creativity, passion and consistency to keep things moving in the right direction.
  • Iconosquare is the number one platform for Instagram & Facebook analytics and social media management.
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  • Bluehost is a leading web hosting solutions company. Bluehost has continually innovated new ways to deliver on our mission: to empower people to fully harness the web. They provide comprehensive tools to millions of users throughout the world so anyone, novice or pro, can get on the web and thrive with our web hosting packages.
  • SEMrush is an all-in-one tool suite for improving online visibility and discovering marketing insights. Our tools and reports are able to help marketers that work in the following services: SEO, PPC, SMM, Keyword Research, Competitive Research, PR, Content Marketing, Marketing Insights, Campaign Management.
  • HubSpot offers a complete CRM platform with all the tools and integrations you need to grow better — whether you want to increase leads, accelerate sales, streamline customer service, or build a powerful website.
  • To check grammar and spelling to style and tone, Grammarly helps you eliminate errors and find the perfect words to express yourself.


Apply at least some of these strategies and win your customers’ loyalty.