The 10 Pillars of Successful Branding

Effective brand strategy encompasses much more than just the company logo. Unfortunately, to their own detriment, many business owners—of small and large companies alike—fail to grasp the significance of branding. In order to brand successfully, business leaders must be able to recognize their business’ purpose, vision, mission, and values. An understanding of the company’s place within the overall market is also necessary. Furthermore, successful branding strategy entails the development of a clear personality and tone for the brand, and the articulation of a core message. Finally, easily recognizable visual representations of the brand must be developed (i.e. logos) as well as a consistent method of expression of the brand in its entire essence.

Key Takeaways:

  • Good branding strategy always includes a clear sense of purpose that will engage with customers’ emotions in meaningful ways
  • The shoe company TOM’s offers a good example of how to use purpose effectively as part of branding strategy, through its charitable component
  • Your company should have a clear mission statement that reflects vision and purpose, like, for example, the mission statement of the coffee company Starbucks

“Understanding the role branding plays in your business, the strategies behind it, and the pillars of successful branding will vastly increase your chance of success.”

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