Has anyone asked you what your brand stood for and then had to wait while you searched for the right words? Creating a strong and clear brand image has a lot to do with articulating your brand into words and designs – something tangible and easy to communicate. However, businesses – whether established or just starting up – often just have an idea about what their brand is. However, when it comes to defining your brand in as few words as possible, you need to rely on three Cs: Cognizance, Clarity and Creativity, to get it right.
What are the three Cs?
Cognizance – Being AWARE of your brand
Chances are, if your business has been in existence for over a year and has a reasonable consumer base, you already have a brand image. You need to discover how your internal and external consumers visualize your brand. Next, think about what you, as the custodian of the brand, envision your brand to be. Once you bridge the gap between consumer perception of your brand and your vision of it, you are cognizant of your brand.
Clarity – Knowing EXACTLY who you are
As far as clarity and ease of communication goes – the fewer (words) the better is the rule. While it may not seem like much to narrow your brand into a few words, finding the RIGHT word is critical. For example, if you consider your brand to stand for strength, do you articulate it as strength, might, power, fortitude or something else? Choose your words wisely.
Creativity – It’s what sets you apart
Truly creative thinking can work like magic when it comes to differentiating your brand from competitors. This particularly holds true for industries such as FMCG, Retail, and industries that have very limited real product differentiation. Brands are what drive core revenue drivers here. So, when you have 5 competitors, each wanting to portray its brand as ‘strong’, how do you portray your brand as being different yet strong? I cannot emphasize enough just how critical creative thinking is for brands.
So ask yourself, what does your brand stand for?
If you have even the slightest bit of trouble answering that question fast and clear, you need to revisit your brand identity. It does not take a task force to accomplish this. All you need is a small team of creative thinkers to help you work through the three Cs. Here are a few ideas:
1. I would recommend attempting to define between 3-5 brand descriptors. These words become the DNA of all your brand activity – that’s right ALL activity. Whether marketing, sales, customer relations, operations – these core words become a part and parcel of life at your brand. As such, limiting the number of words adds great clarity to your overall brand image and communication.
2. Form a small but diverse team. Even if you are a start up with about 50 employees, select a team of at least 5 people, each from a different department. Make sure you select members who have shown an aptitude for creativity and are perceptive.
3. Have a brainstorming session. Begin not by simply listing out words that sound good but listing out the core objectives and visions of your business instead. For each objective, identify words that will help drive them. A healthy debate and through the process of elimination, arrive at a set of 3 words for each objective.
4. For the next part of cognizance, go straight to your consumers. Incorporate the objectives into a survey and use the selection of words as answers to multiple choice questions. Remember, you need to connect with not just your external but internal consumers and stakeholders as well. The survey will divulge which words are most relevant to your consumers.
5. By now, you are cognizant and have clarity about what you want your brand to be and how your consumers view it. All that remains to be done is helping them permeate into every level of your organization and its stakeholders.
Your brand's core descriptors act as a beacon that defines everything from colours, logos, slogans, internal and external communications, choice of brand ambassadors and influencers, the level and nature of customer service and engagement. In fact, these words will guide the entire user experience (UX). Needless to say, every business needs to ensure that it has processes in place that facilitate adherence to its brand at every step and level of the organization and its interactions. However, with Cognizance, Clarity, and Creativity, you will get there!
Original article posted at: https://www.brandandpr.com/blog/the-three-cs-cognizance-clarity-and-creativity-that-drive-brand-image
