The secret to great branding is to be able to establish five key drivers. A brand needs to have Meaning, which is clearly articulated; it needs to be Applied consistently; and has Got legs that will take you somewhere; is Irresistible; and Creative.
Our mnemonic M.A.G.I.C also provides the balance to S.M.A.R.T objectives which provides only half the story.
Here’s how it works.
Great brands are coherent and meaningful. When you express your purpose and values clearly, your customers are more likely to engage and allow you the time to influence their behaviour.
Your brand needs to be consistent with what you stand for so that it and expresses visually your language and actions. Customers are quick to notice glitches in your brand logic.
A strong idea – one that has legs – a story which gives gravity and engagement to you audience. Does your company have an idea that is likely to go the long distance? Will it travel?
Being able to respond and adapt is a vital ingredient to survival. Just as in nature, businesses succeed when their core functionality is expressed in easy understandable terms. In other words, is your proposition infectious and something that people easily pick up on and want to share?
Finally, no brand will amount to much without a good pinch of creative juice to give it that extra edge. Great brands stand apart by engaging and inspiring through playfulness, innovation, novelty or aesthetics.
A brand is a name, term, sign, symbol or design – or a combination of these – intended to identify your goods and services of a seller and to differentiate them from those of your competitors.
Strategically, branding is at the very heart of your business, unconsciously impacting every conversation, interaction and opportunity every day.
Good branding provides key benefits for your business:
- Provides a consistent system to deliver your key messages
- Conveys your business values and increases credibility
- Connects at an emotional as well as intellectual level
- Motivates your audience to take action
- Enhances the building of relationships and user loyalty
Your brand resides within the hearts and minds of your customers. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.