Layers of your brand

Here are our well definitions of some of the most important brand layers:

Brand foundation

The basis from which all brand elements will be created and measured for accuracy. This layer consists of the following elements:

- Brand vision is your company's own plan - how your company wants to appear in the world, and how your company wants to grow and change in the coming years.

- The main goal of brand mission is what your company wants to create in the world through its products or services.

- Brand values are ideas that stand for your company's brand and what you believe in and also what you don't want and won't do. These values help your potential customers decide whether or not you can help them, and they also help you decide who you will help and whether you cannot provide or distribute. Brand value is largely an internal measure against which you can process incoming jobs, but they will also be communicated through all your marketing materials.

Brand basics

These components of your brand make the “face” of your business public. Shape brand basics and direct your customers' thoughts about your business. Telling your customers how you want to be is an essential piece of a brand strategy for any small business, and it is the easiest way for you as a small business owner to:

- Brand recognition, the suite of visual elements used consistently in your marketing, including:

- Brand names of your company and product or service lines are important

- Logo

- Visual Terminology

- Collateral system / stationery set (business card, letterhead, envelope, and so on)

- Marketing material (brochure, postcard, flyer, and so on)

- Website

- Brand content, the way you write and talk about your brand, including yours:

- Marketing Copy

- Tagline

- 30-second pitch or lift speech

- Brand marketing that integrates both visual and text about your brand, and that communicates your message to your audience. It is made up of you:

- advertising

- Trade Show

- public relation

- All other outreach / marketing programs

- The brand offering, the products, services you offer, as well as the quality, warranty and price you include with your products and services.

- Brand experience, the process of working with you as seen from the perspective of customers. But to create a positive experience, you must have a strong base of systems, processes and processes built into your business — a basic level of professionalism that is expected of every business. Things that factor here include:

- Returning call

- Availability

- changeover time

- Professional conversation and communication

- process

These brand basics can also help shape your brand personality, which are your business projects for the world. It is defined as the way that your brand expresses itself — the characteristics of giving your business your life outside of your personality.

Competitive comparison

These components of your brand speak about your business's competition:

- Brand positioning basically compares your brand with the competition. There are probably many businesses that provide the services or products you provide: brand positioning determines where your business falls in the continuity of businesses in your area.

- Brand differentiation is another distinctive piece of your brand positioning. Your differentiators are the things that make your business stand out from your competition — the things you do or offer that are contrary to what your competition offers.

You can control these competitive comparison factors through careful market research, market monitoring, and your own definition of both brand positioning and brand differentiation.

Internal measures

These components of your brand are largely defined through the actions of your business:

- Brand environment is the environment in and within your company.

- Brand name promise is the underlying guarantee or benefit that you provide as part of all your services from your company. These promises can be of quality, service, greatness, affordability or speed of delivery; Regardless of this, each business presents a brand promise to the public, promising what it would be like to experience business with them or what the consumer / customer would benefit from doing business with that company. Although the promise of your brand is often shaped by the promises made in your external communications, it must be fully realized through the internal execution of your services.

- Brand values, which are an important part of your brand foundation, are also helpful in decision-making

External measures

These components of your brand are defined by public perception:

- Brand name awareness is the level of public awareness of your brand - who knows who you are and what you do. This is influenced by your brand basics, as well as word-by-word strengths and effective delivery.

- Brand Gap is the difference between your brand positioning and differentiation and how your consumers and customers actually see these things.

So, what is a brand?

Your brand is actually a combination of all the above brand layers. A brand is both your presentation and the public perception of your business. This is the way that people think about your business, and it is shaped through all the layers described above.

Once you establish your brand and start putting the basics of your brand before the public eye, there are some other branding issues that you should consider:

- Brand alignment is the biggest challenge in building a brand, which comes from creating alignment across all the brand layers described above, and in creating the same alignment between your audience and your message: ensuring that the message you are presenting, Give the same message that your customers and contacts are walking away.

- Brand management is the process of managing all brand layers and achieving or maintaining brand alignment. It is a continuous process; You should periodically check your brand layers and brand alignment.

When all your brand layers are working together, you will have a strong brand that will help your business grow and prosper.