In today’s crowded market, brand building has become more important than ever. But how do you become a brand winner? In today’s post we turn to Drift Insider’s webinar with Ryan Barry, CRO at Zappi for some inspiration.

The Quality Brand Framework

With a wide range of consumer touch points and intangible factors such as “affinity,” deciding how to measure a brand can be a challenge. To help facilitate the measuring of a brand, Ryan provides a framework of what losing brands and winning brands look like on a number of scales.

How to win at branding

Winning at branding requires focusing on where your brand is. To do this you will need buy-in from your company’s leadership even when not all of the branding initiatives can be directly attributed to financial gains and leads. You will also need to establish a distinct point of view that relates to your audience. 

Stay one step ahead

As a leader you want to stay one step ahead with your messaging. You want to be prepared to talk about where you want your company and brand to be in the future. Doing this well will set you up to begin telling positive narratives and unite all your touch points toward the goal of building a winning brand.

Build a Movement

A great brand will begin to build a movement. Building a movement will allow you to create relevance for your audience by tapping into something they are passionate about. Bonus: When tying your brand to something people are passionate about, you also engage your whole organization around a movement and inspire them to become evangelists for your brand even beyond the work environment.

Consistency is Key

To continue to stay one step ahead and build a movement, consistency is key. It is an important part of getting messaging right and establishing the vibe of your brand within the market. Here at Visten we believe that consistency also builds trust with the audience through creating expectations and continually delivering on them.

Social Media

Using social media intentionally is perhaps one of the easiest ways to maintain consistency. By providing your audience with a consistent look and feel across multiple platforms you can establish recognition through keeping yourself top of mind and documenting what your brand does.

Visual Design

Here at Visten Creative we are firm believers in the development of a consistent visual design system to help unify your brand. Ryan points out that visual design goes beyond just your logo, color, and font choices and also includes the look and feel of how you interact with your audience. How might your visual design promote innovation?

A Distinct Point of View

All the planning to stay one step ahead, develop a movement, and build consistency won’t do you any good unless you have and can share a distinct point of view. By differentiating yourself from competitors you can provide your audience with authenticity and begin to promote your product category and benefits more than the product itself. Sharing this point of view can take on a wide variety of formats including: blog posts, videos, images, and events.

Bring in outside help

To help develop brand evolution it can often be important to bring in outside help - see this article for more information: 5 Reasons Why You Need an Independent Marketing advisor. In his presentation Ryan points out this can help your business or organization by assisting you in answering key questions such as:

• What do we not want to be?

• Where are we relative to our competitive landscape?

• What is a key point of authenticity that can help to move us into a new space?

When you partner with Visten Creative we’ll work with you to ask tough questions and explore ways to turn your brand into a winning brand. Ready to focus not just on where your brand is but where your brand is going? Reach out to dig deep into where you are, and begin developing a plan together for brand growth and change.