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Branding 101: What We Believe True About Great Brands and the Process to Get There

As our first official month as GRIT comes to a close, we thought it would be the perfect time to reflect and share our thoughts on what it really takes to make a great brand…

Quest for market share and visibility is getting more competitive EVERY day across ALL industries.  And now, more than ever, organizations need to create an identity that will allow them to stand out in a crowd.  Without exception that starts with a GREAT BRAND.

Developing a clear and impactful brand image that captures the experience of the organization is a foundational element upon which all efforts are built. An effective name and corresponding brand image sets the stage for delivering a brand promise that will connect with target audiences. It serves as the umbrella under which all future marketing activities and effort are built upon.

At GRIT, We approach marketing a little differently because we believe the best brands in the world are built from the inside out. Therefore, internal marketing to the team, including staff, board members and key stakeholders, is just as important, if not more important, than external marketing to your target audiences (consumers, the general public, funders, etc.) It’s critical everyone internally is on the same page when it comes to the brand, mission and vision of the organization. Speaking with one voice strengthens the organization and helps achieve the external goals much faster.

Here is what we believe about Branding:

  • A great brand is about emotion. It’s not just a logo or tagline, it’s the feeling and relationship you evoke with your customers. Sure, great design helps, but it also comes from a well-thought out creative strategy.
  • Your Brand is your core. The best brands are built from the inside out and should define every aspect of who you are and what you do. From your internal communications to the signage on your door, your brand is your mouth piece to world and the foundation on which everything is built.
  • Brands are in motion. Effectively connecting with your stakeholders, customers and audience is ongoing. There will always be a new competitor, a different approach or “next best thing” to consider. To stay relevant you must be willing to adapt to those changes. It doesn’t mean changing that CORE, but it means being nimble.
  • Your Brand can’t be all things to all people. It’s ok to only appeal to a target or niche market if in fact that is what you do or who you are. In fact, the more you specifically define yourself, the easier it will be for your customer and target audience to relate to who you are.  Go ahead, be selective

While it doesn’t necessarily require a big budget, developing a great brand takes time and starts with an open and honest exploration to evaluate related connotations and perceptions of your existing name and brand.

So what makes a good Brand Strategy Approach?

At GRIT we focus on both internal and external audiences when developing a new brand or evolving an existing one. We work with partners on internal brand workshops, market research and take them through each step from development of the creative approach through brand launch strategy and implementation.  It’s not a process to enter lightly, but as new brands take shape every day, it’s one that’s worth the investment.

Interested in learning more? Think you ready to dive into your brand and do what it takes to make it great?  Drop us a line at [email protected]  we love talking brands and even more, geeking out on brand strategy!