Loyalty is a powerful feeling that can unite millions of people together towards a common shared goal. It is strong enough to make an individual take substantial risks for the object of their allegiance. The concept has been explored by psychologists, philosophers, economics, political scientists, and marketers alike. And certain evolutionary biologists view loyalty as an adaptive mechanism passed down through the generations.

To a relationship counsellor, it could mean staying emotionally faithful to your significant other. Philosopher Josiah Royce defined it as, “the willing and practical and thoroughgoing devotion of a person to a cause”. To a marketer, it is defined as a consumer’s continued preference towards a brand. In the marketing context, brand loyalty is defined as the tendency of some consumers to continue buying the same products from the same brands over and over again. Like how an ardent supporter of the Manchester United would cheer them not during one or two matches but every single game.

 

What is Brand Loyalty?

Renowned brand manager and organizational theorist David Aaker defines brand loyalty as:

“A measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features.”

Brand loyalty, much like the feeling of loyalty in general, is fostered by many factors. While there is discussion over whether loyalty is motivated more by our sentiments or by rational thinking, brand loyalty is influenced by a bit of both. One reason we feel loyalty towards particular brands and not others is our tendency to socially identify with certain brands. We either identify with, feel we possess or aspire to possess the qualities/attributes expressed by a brand. This is called social identification. For example, the classic case of Mac vs PC. Apple’s Mac embodies youthfulness, creativity, and modernity whereas PC symbolizes being more old-fashioned.

Social identification also fosters a deep level of trust and increases the chances of a consumer developing an emotional stake in the brand. Some psychologists also think that brand loyalty is a product of our affinity towards forming habits. If we like a certain product, investing in it repeatedly makes more sense than spending time and energy on trying out a new product.

Aaker’s loyalty pyramid describes 5 kinds of loyalty levels within consumers. The most desirable consumer is one who is totally committed to the brand, or a ‘committed buyer’. This individual proudly uses the brand because the Purpose of that brand ties in closely with their own personal values. Then comes ‘brand likers’, who are true brand enthusiasts and usually emotionally connected to the brands they favour. They are attached to the brand due to both emotional and rational reasons. The third kind of consumer is the satisfied buyer with switching costs. This individual is influenced primarily by the perceived quality of a product and will only switch to another brand if there is a marked difference in the price, quality or ease of use. The last but one category of consumer is the satisfied/habitual buyer. For this category of buyer, marketing efforts must be directed towards raising the thresholds between this brand and other brands. The final category are the switchers. These buyers are not loyal to any particular brand. Marketing for this audience needs to be directed towards raising brand name awareness.

Aaker’s Loyalty Pyramid

Why Is It Important for a Brand to Build Customer Loyalty?

Research by Rosetta Consulting found that loyal customers are five times more likely to buy only from the same brand in the future. Therefore, customer loyalty encourages customer retention. When we socially identify with a brand, our trust in them increases and we become more willing to invest in them. According to the same study, highly engaged customers buy 90% more often and spend 60% more per transaction. So building customer loyalty also boosts a brand’s revenue in the long run.

7 Ways to Increase Brand Loyalty and Retain Your Customer Base

1) Be true to your purpose and core values:

A 2013 study by the Boston Consulting group identified authenticity as the top quality that attracted customers to a brand. That shows how important it is for a brand to be authentic in both their beliefs and actions. For example, it wouldn’t make sense for The Body Shop to have products that are tested on animals. Being consistent in both your messaging and actions shows that you have a clear sense of purpose. After all, you wouldn’t trust a fake person, would you? So why would you trust an inauthentic brand?

Being true to your purpose and values will also help you create original content. No two companies will have the exact same brand image. And according to a study, 78% of customers believe that brands that create original and authentic content are more trustworthy than those who use generic material.

2) Build a loyal audience with whom your brand personality resonates:

According to your brand’s personality, you will attract a certain kind of audience. These people may share similar views towards particular issues or may have shared interests. This audience is who you need to reach out to. Community building efforts can be helpful here, such as loyalty programs and small events. Royal Enfield hosts biking events throughout the year that work as great community building exercises.

The way you engage with your audience is also important. Your language and tone, the graphics you choose to use, your logo, etc. should be tailored to your specific audience.

3) Offer your customers genuine value in every interaction:

Each interaction between your brand and its consumers should revolve around what they want to know, see, do or have. Understand your customer’s personalities and their drivers. As Sara Davis from Osmond Marketing puts it, “Don’t just write content for the sake of content or throw out minimal discounts or offers. Provide something your users actually care about. Understanding their personas, what drives them and why they like your product in the first place will increase results.”

4) Be original but consistent across all the channels and media the customers see the brand in:

Your messaging has to be the same no matter the platform. If you are utilizing social media platforms, such as LinkedIn, Facebook, Twitter, and Instagram, ensure that you present a cohesive and homogeneous identity across all the platforms as well as in all the offline channels. Otherwise, the consumer will get confused and your brand will not have a strong and relatable image.

5) Showcase loyal users and user categories:

The dawn of social media has brought with it greater scope for interaction between brands and customers. This has led to many new opportunities for marketers to highlight loyal customers. Whether it’s featuring someone on your Instagram page, running community meetings or events, or highlighting different products through giveaways – there are many things marketers can do to make loyal customers feel special.

An added benefit to an activity like this is that it increases word of mouth referrals, which plays a significant role in people’s buying behaviour.

6) Influencer marketing:

Another great way to build a loyal audience is to reach out to them through their favourite celebrities. Millions of people aspire to be like their favourite celeb. Perhaps they want to be as confident as Madonna or as creative as Lady Gaga. Maybe they aspire to be successful like Amitabh Bachchan or environmentally conscious like Leonardo DiCaprio. By extension, the products used by these famous individuals become a part of the personality their fans aspire to imitate. Celebrity endorsements tend to be a huge hit. Just look at Nike. A celebrity’s popularity and fan following is the basis of celebrity marketing.

At the same time, you don’t have to reach out to huge global celebrities to capitalize on influencer marketing. Instagram, Youtube, and other platforms are home to many users who have built large fan followings online. These influencers tend to share content about a variety of topics from specific categories of their interest, including technology, beauty and lifestyle, travel and living, etc. Tying up with them will strengthen your brand’s image.

7) Other things that can be done:

Not everything is based on association and habit formation. Actively listening to your consumer can make a huge difference in the customer-brand interaction, too. Something as simple as taking your customer’s feedback and making positive changes based on it and make a huge impact on your customer opinion about your brand. Good customer service also increases the chances of a person being loyal to your brand.

It is through a combination of approaches like these that brands like NetFlix, Starbucks, Amazon, Adidas, Apple, and Converse, and even Indian names like Dabur Chyawanprash, Parle-G, and Thums Up have won over the hearts -and loyalty of their consumers!

 

Are you looking to build loyalty for your brand? Write to us on info@lokusdesign.com.

Earlier, we had discussed how the driving force behind any brand is its purpose. Like the captain of a ship navigating its way through unpredictable seas, a brand’s purpose acts as the driving force behind an organization. Brand vision, on the other hand, is comparable to a compass. The brand’s vision is what shows the path for the rest to follow. The vision helps the company plan out exactly where it wants to be in the foreseeable future. To recap, brand vision is a “vivid, aspirational (yet accessible) snapshot of the brand’s imagined future/or the world it seeks to create”.

Mission vs Vision

Usually for a company, there are three constructs that help guide a brand through its journey. These are namely their Purpose, their ‘Vision Statement’ and their ‘Mission Statement’. Although it may seem that they are interchangeable terms, they’re not. These constructs have distinct applications. We’ve already discussed ‘purpose’. The vision statement elaborates on where the brand is headed. The questions a brand vision statement answers are, “What do we want to achieve?” and “By when do we want to achieve it?” A vision statement is often target-oriented and time-bound. It is also aspirational.

If the vision statement is the navigator of the ship, then the mission statement is his first mate. It highlights how the brand intends to get there. The mission statement answers “How do we go about achieving the vision?” A mission statement is more practical. A vision statement is future focused whereas a mission statement is centered around the present. For example;

Amazon’s mission and vision statements are as follows:

Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Here we can see that Amazon’s vision statement talks about being customer-centric. It also implies that they want to be the one-stop shop for online customers. The mission statement describes how they intend to achieve this, such as offering low prices, a good selection, and convenient services.

Let’s take another example. These are LinkedIn’s vision and mission statements:

Vision: To create economic opportunity for every member of the global workforce.

Mission: To connect the world’s professionals to make them more productive and successful.

Do you see how the mission complements the vision of the company?

The Importance of Brand Vision

The importance of a developing a brand vision statement is manifold. The Dalai Lama has said, “In order to carry a positive action, we must develop a positive vision.” This statement holds true for companies as well. Without a vision statement, a company will find it difficult to solidify its goals. A good brand vision is motivating and inspiring, but it is also clear, stable, and achievable. It is also true to the core principles of the company and communicates this.

In a study conducted by the Boston Consulting Group, researchers found that customers identified authenticity as one of the top qualities that attracts them to a brand. This is especially true for the Millennial market. A clear and well- articulated brand vision can help a brand create an authentic identity which can help it reach out to its consumers who are seeking an authentic consumer experience.

Another study showed that the meaningfulness of a company’s vision statement is directly related to their employee’s levels of job satisfaction. After observing the impact of a meaningful vision statement on employee engagement, researchers found that employees who didn’t find their company’s vision meaningful had average engagement scores. Employees who did find their company’s vision statement meaningful scored 18 percentile points above the average!

Writing a Powerful Vision Statement

Writing a great vision statement requires thought. It has to be driven by your company’s purpose which itself is derived from your positive valence and brand values. A good vision statement should ideally be short and easy to understand for everyone. It isn’t helpful or inclusive if the statement is filled with jargon. It should also be specific and clear. Having a detail-oriented statement can be helpful. And it should also be aspirational. In a previous blog, we had discussed a few important questions you should ask yourself while defining your brand’s vision.

So now that we’ve discussed the nuance of a brand’s vision statement, let’s take a look at some powerful vision statements driving strong brands.

1) Mastercard: A World Beyond Cash

2) Intel: If it’s smart and connected, it’s best with Intel

3) IKEA: A better everyday for all people impacted by our business

4) ABB: Power and productivity for a better world

5) Ferrari: Italian Excellence that makes the world dream

6) Caterpillar: A world in which all people’s basic needs – such as shelter, clean water, sanitation, food and reliable power – are fulfilled in an environmentally sustainable way and a company that improves the quality of the environment and the communities where we live and work.

7) GSK Save The Children Foundation: A world in which every child attains the right to survival, protection, development, and participation

8) Wikipedia: A world in which every single person is given free access to the sum of all human knowledge

9) Oxfam International: A just world without poverty- Oxfam envisions a world in which people can influence decisions which affect their lives, enjoy their rights, and assume their responsibilities as full citizens of a world in which all human beings are valued and treated equally

10) World Health Organization: A world in which everyone can live healthy, productive lives, regardless of who they are or where they live

11) Grameen Bank: A world without poverty and hunger

12) Uber: Transportation as reliable as running water, everywhere for everyone

 

Looking to craft a powerful Vision statement for your brand? Write to us at info@lokusdesign.com.

 

 

The sum of the beliefs, ideas, and impressions a consumer possesses of what a specific brand represents defines the overall branding. Branding traditionally consists of the look of the product and its accessories, such as logos, slogans, and other identifiers. There are many factors at play when customers are interacting with a brand. This perception of the brand can be strengthened via advertising, word of mouth publicity, packaging, and other tools. The McDonald’s golden arches are a part of their branding. Another example is the Nike swoosh or the Coca Cola font.

 

So how do you know when your branding is working for your business? Ideally, the branding should be strong, direct, and clear. This will pique the curiosity of new customers. It will also establish a sense of familiarity between you and your existing customers and will eliminate confusion between your products and your competitor’s product. This helps in customer retention. Good branding also helps create an emotional bond between the customer and the brand, thus creating goodwill towards your brand.

You’ll have to assess your branding and gauge how it makes your customers feel about your product. Are they coming back for more? Are they engaged with you more? Is it differentiating you from your competitors? What is its impact? Figuring out these aspects will help you decide whether you’re on the right path or not. Simply put, if your branding strategy is attracting new customers, keeping them around, and helping you build a loyal fan base – your branding is working for you.

Going back to the McDonald’s example, it’s worth noting how the mere sight of their golden arches invokes images of a Big Mac and Ronald McDonald. It’s this kind of immediate association and recognizability that every brand wants.

Sadly, there are many instances where business owners miss the target when it comes to branding. Inconsistent branding, confusing messages, or an image that is too similar to their competitors are just a few factors that show that your branding strategy may not be working for your business. There are many downsides to a poorly planned and executed strategy, ranging from loss of customers to getting submerged in a sea of similar brands/ products. Let us explore some of these indicators.

 

1) You are not getting new clients or customers

This is the most important indicator. And you need to be wary of this. Are you seeing a dip in clients? Why is this happening? It could be that your branding is outdated or irrelevant in today’s market. This can make your brand fade into obscurity. An example of a brand fading into irrelevancy is Nokia. While the principal issue was irrelevance brought on by a technological disruption, they also refused to rebrand their boring, old-fashioned image. Even when they tried to join the world of smartphones no one paid any attention. Ultimately, they gave way to more image-conscious brands such as Apple.

 

2) Your company is offering new services and/or products but no one seems to care

Perhaps your company has grown and now includes a new value proposition and offerings. This is great! Congratulations. But what’s the point if no one seems to care? Many times, we forget that major new developments in our company have to reflect in our branding strategy. This is essential if you want customers to know about your new offerings and remember them over time. Rebranding is also a good idea when fundamental price points in your offerings change.

Amazon and Flipkart are two examples of companies that started out with a specific offering but branched out (and fast!) They initially only sold books but after including different services, they successfully rebranded themselves as sources to purchase multiple items.

 

 

 

 

 

 

 

3) No one is finding your core message appealing

Overcomplicated or convoluted messaging can turn people off. Is your branding too complex for people to understand? If your messaging is confusing or difficult to relate to, you’re going to have a problem. Not only will this drive away customers it can also turn into a PR nightmare.

An interesting incident that comes to mind is when Kellogg’s first entered the Indian market in 1994. The breakfast cereal brand was met with disdain as Indian consumers felt it was too alien and too expensive to be a regular breakfast staple. The locals at the time were more comfortable with eating traditional breakfast items that tended to be heartier and the comparatively tasteless cornflakes failed to impress. This foray is widely considered to be a failure. Kellogg’s had to introduce more familiar flavors in the Indian market, such as Mango flavored cornflakes, and take on a more familiar avatar in order to appeal to the local consumers.

 

4) No one seems to understand what you’re all about

SpiceJet’s ‘With All Our Heart Campaign’ is an example of a branding campaign that left quite a few people confused. The campaign was supposed to introduce the airliner’s new menu but was not effectively expressed, neither in the messaging nor in where the communications appeared. The ads, ironically, didn’t actually put that much focus on the food.

Along with clear messaging, your content has to be consistent as well. If your messaging is different on different platforms, it can be very confusing to your audience. You need to be communicating the same things whether it’s on social channels like Instagram, Facebook, your offline channels like outdoor billboards, magazine adverts, and the other forums where your branding is visible.

5) People seem to misunderstand your intentions

Last year, the usually on point Dove made a branding faux pas. An ad showed an African-American woman using their product and transforming into a Caucasian woman. Unsurprisingly, the ad was panned. And it was insensitive considering how Dove has built an image for themselves based on being thoughtful.

Now perhaps Dove won’t need something as comprehensive as a rebrand since their previous advertisements and the customer goodwill they’ve built over the years might be enough to save them from this misstep. But something like this could adversely impact a smaller and lesser known company.

In a dynamic world, branding cannot afford to be static. It runs the risk of getting caught up in the slipstream of events beyond their control. Here’s an example – in America in the 1970s was a popular brand of diet chocolate called ‘AYDs’. This was around the same time awareness about AIDs and related illnesses were increasing. Keeping this context in mind, it doesn’t sound like the most delectable chocolate to eat, does it? Similarly, Tata Motors had announced a new hatchback model in 2017, Zica. Not surprisingly, they had to then hastily wheel back the brand name when a deadly virus of the same name struck worldwide.

If your brand image is sending out the wrong message to the target audience of your choice – it’s definitely time for a rebrand.

6) You’re not standing out from the crowd OR your competition has caught up

Every organization is unique -so, is your branding a true reflection of who you are? If your branding is consuming by entropy and no longer reflective of your core values and your inner positive valence then you risk being seen an inauthentic and opportunistic. In this case, chances are you are chasing a market trend that most of your competitors would be chasing too. This is a race to the bottom and you will feel compelled to respond to every fad, fashion, or social media-driven trend that the competition throws up. Yup, it’s time for a rebrand.

7) Risk of damage to reputation

Like in the case of Dove, many a brand has made a faux pas only to have it hurt their reputation. Cadbury’s was accused of manufacturing practices that did not guarantee the cleanliness and purity of some of their most iconic chocolates in India. A massive public effort had to follow to help set the brand impression right again. This included Amitabh Bachchan being roped in as brand ambassador to recapture the trust of the public. The brand also came out with a bunch of new variants that served to draw the attention away from the chocolate bar that had been perceived as tainted.

Re-branding need not be a frightening process. All it requires is appropriate research, planning, and creativity. Give your brand a story that plugs right into the core “Purpose” of the brand. Streamline your image so as not to get confused in the clutter. You can take measures to revitalize yourself and broaden your audience. A good example of successful rebranding is Old Spice.

Old Spice was introduced in the market in 1938. They were initially a women’s brand but released products for men as well. Considering how long the brand has been in the market, it’s only natural that they became associated with the older generation. But over time, the product’s popularity waned drastically because, and let’s be honest here, who wants to smell like their grandparents?

In 2010, they surprised everyone by launching their new brand image during the popular Superbowl. They got a popular footballer, Isaiah Mustafa, to be the face of their brand and even customized their age-old tagline to be more relevant. They even brought on board the super-popular Terry Crews. Their ads and other communication hit all the right buttons by satirizing their own past, serious and stuffy image. The rebrand and ad campaign were so successful, that their sales shot up.

What did Old Spice do right? They had realized that they were becoming irrelevant and no one wanted to know about their products anymore. So, what did they do? They studied their market, chose an event like the Superbowl to launch their new ad, chose young and relevant people to be the face of their brand and joined along as the younger generation laughed at their pompousness. Their ability to take the joke, even if it was on them, helped them to steal the limelight from tough competitors, such as Dove. They saw the signs that they needed to rebrand and they did it.

 

Are you experiencing any (or all!) of these symptoms? It may mean that it’s time for a rebranding. But, as we can see, rebranding can be interesting, exciting, and just the boost your business needs. Reach out to us on info@lokusdesign.com!

Imagine we give you 3 full bottles of mineral water. Each bottle is identical to one another. All three contain the same quantity of water. We ask you to use descriptive words to distinguish the three.

Chances are you’d describe them using adjectives that are pretty similar to each other. It’s hard to find any stark differences between these 3 bottles, isn’t it? Now… imagine we place labels on each of the bottles and each label is printed with one of the following words: ‘Evian’, ‘Aquafina’ and ‘Bisleri’.

Suddenly, it becomes easier to distinguish them. This is because each of these brands has unique brand characteristics that appeal to different audiences. This sudden addition of extra characteristics to each bottle/brand is due to differentiation.

Differentiation is about distinguishing a product from other similar products to a particular target audience. The most important differentiation is in the perceived benefits for the customer from consuming what the brand has to offer. Brands attempt to establish and maintain that perception through their packaging, positioning, the language they use in their communications, performance quality, the value-added services they offer and by various other means.

So why is differentiation so important?

Product or brand level differentiation helps in effectively communicating exactly what value your product has to offer that the consumers will not be able to get from any other brand out there. It will help you convey clearly what your product is offering and why it shouldn’t be confused with anything else.

Today, there are thousands of brands competing with each other in the market. Many of these brands offer products that are probably quite similar to their direct competitors. But they need to stand out. Otherwise, they can get lost in a sea of brands. This can also hamper their sales. How can they win the consumer’s attention and, ultimately, convince them that they are better than the others?

Creating differentiation by crafting a unique brand identity:

One of the keys to creating a strong differentiation is to craft a unique brand identity. The processes involved in creating a brand identity establish a mental image and foster an emotional connection between buyer and product. This identity includes symbols, such as a logo. It also includes media, such as advertisements. It also includes different events at which the brand makes its presence felt.

In 1986, J. Kapferer coined the concept of the Brand Identity Prism. This prism defines 6 characteristics of a brand. By distinguishing yourself in these arenas, your product will stand out. Let’s explore these factors along with examples of brands that have differentiated themselves based on these points.

Culture

The history of a brand and its evolution over the years create a sense of familiarity and intimacy with their consumers. There are many brands that capitalize on their legacy in order to differentiate themselves. Take, for example, Tata. The founder, Mr. Jamsetji Tata, is known as the man who introduced steel to India and brought electricity to Mumbai. He is also known as the man who built India’s first luxury hotel. With a legacy like that, is it any wonder that the Tata brand image is so strong?

Another way to utilize culture is by fostering your own culture around your brand. For example, Apple has created a special culture around its products. Fans of Apple products consider themselves to be different from regular PC users.

 

Personality:

Did you know 78% of consumers believe that brands which create customized and specialised content are more interested in fostering good relationships? Brand personality is shaped by customized content, the people depicted in ads, blogs, videos and other such content. The traits of those people tend to be associated with the brand itself. The people shown using these products help the customer identify better with the brand.

Dove has a distinct brand personality in terms of the kind of people they use in their advertisements. Their slogan of ‘Real Beauty’ is portrayed in their celebration of diverse body types, skin types and forms of beauty in their ads.

 

Their ads communicate that those who use Dove smash beauty stereotypes and are comfortable in their bodies. Their personality comes off as friendly, independent-minded, confident, and unique.

Another way to add to your brand’s personality is through celebrity endorsements. For example, a brand endorsed by Alia Bhatt appears more youth-friendly and fun.

Physical facets:

Style and form are what first meet the eye. The visual identity is the most obvious way to differentiate your brand. Whether it’s through the style or shape of the product itself or its packaging – a brand’s visual identity is the easiest way to differentiate yourself. Even something as seemingly superficial as colour makes a huge impact. Researchers have proven that colours are 85% of the reason influencing a consumer’s buying decision.

 

How well a product meets the consumer’s specifications, meets their expectations and user-friendliness and longevity also greatly distinguish a brand from the rest.

Reflection:

“Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques, and strategies for their customers to become more effective marketers in achieving their own goals.”

-Simon Mainwaring
Reflection refers to who your customers are. What do they do? How will they use your product? The image of the brand that helps customers relate to it better. You’ll notice that there are some brands for ‘older people’, some brands that are considered more ‘youthful’, some are more ‘practical’ and some are for ‘creative’ folk – these are all reflections made by the consumer.

Relationship:

According to a study by Accenture Interactive, 91% of consumers are more likely to shop with brands that treat them in a personalized manner. This includes how the brand reaches out to its audience, connects with them and communicates to them. What is the relationship between the brand and the customer? Establishing this relationship can be done in many ways.

Starbuck’s baristas are famous for writing the customer name’s across their coffee cups. Sure, they’re famous for messing up names, too, but that’s a part of the appeal.

Ease of ordering, installation, and delivery also add to the relationship between brand and consumer. Ease of use also gives brands a great deal of customer goodwill. HTC, Samsung, and Apple offer differentiated after-purchase services which make their customers feel special and this sets them apart. Remembering a customer’s preferences and giving them future recommendations also fit into this category.

Self Image:

“You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” – David Ogilvy

Consider the aspirations of your customers. Who do they want to be like? What qualities to they want to inculcate? And how will your product/brand help them hone these qualities? For example, The Body Shop conveys that it is an environmentally friendly brand which is conscious of numerous social issues. Their ideal audience are those who are concerned about these issues, too.

An additional factor that can add to your differentiation strategy is the channel of distribution. The route through which you distribute your product also adds to your brand identity. Do you want your product to appear upmarket? Then perhaps you should have your own boutique. Is your product targeted towards a larger audience? Then perhaps you should distribute your product through Flipkart.

It is by understanding these various factors that a brand can differentiate itself from its competitors. By channeling your efforts towards understanding your customer, their wants, desires, and aspirations, you’ll be well equipped to create an effective differentiation strategy. One that will add value to every facet of your customer-company relationship. A plan that will make your brand a leader in your segment. Remember to be as innovative as possible and not to shy away from risks and soon, you’ll have yourself an authentic and unique brand differentiation plan. Stay tuned to this space as we follow with a post showing many examples of brands that killed it with their differentiation strategy.

 

Write to us on info@lokusdesign.com to develop a a strong differentiation for your brand.

 

Behind some of the most game-changing businesses in the world lay a vision… a vision of what they aspired to achieve… a vision that gave the business a strong sense of direction. Visionaries such as Steve Jobs have challenged the status quo and have gone ahead to build brands that people trust and love. In a post-Jobs world, Elon Musk and his companies have been focusing on building a solar-electric future. This vision, while perhaps over-idealistic, is transparently clear. And it hits home. And perhaps it is because of this clarity that Tesla and Musk find their breed of ardent supporters.

What is a Brand Vision?

While it can be easy to pass off a brand’s purpose, vision, and mission as interchangeable terms, in reality, these are separate entities in the branding universe.

As we have written previously, everything the brand does is driven by its guiding “Purpose”. If the “Purpose” defines “Why” the brand exists, brand vision defines “Where” the brand is headed/the destination (or at least the next big milestone/ pitstop) of the brand’s journey. In a sense, Brand Vision is a “vivid, aspirational (yet accessible) snapshot of the Brand’s imagined future/ or the world it seeks to create”.

The Mission, on the other hand, highlights “How” the brand intends to realize its purpose and its vision, and “What” this means to its customers. It typically clarifies all the tangible and intangible benefits that the customers would avail over their engagement with the brand across multiple touch points.

As such, Vision is more future-focused and while Mission is centered around the present.

MasterCard envisions “a world beyond cash”. This statement elucidates ‘where’ the brand is headed… to a future that does not need cash in the wallet.

Their mission statement reads, “”Every day, everywhere, we use our technology and expertise to make payments safe, simple and smart”. The statement clearly shows ‘how’ they plan to achieve this world beyond cash.

 

While there can’t be a standard template to follow while defining your brand’s vision, it would certainly help to consider the following points in doing so:

1) Is it authentic to the brand?

Brand Vision should be driven by Brand Purpose, which in itself is driven by the Brand’s Values and its Positive Valence. If there is a disconnect here, it will lead to strategic confusion which will hamper decision making at multiple levels.

2) Is it aspirational?

A vision statement must be aspirational. It should evoke emotions not only with the customers, but with the employees of the organization and make them feel like they are a part of something big.

3) Is it achievable and believable?

A vision statement is not about crafting lofty unachievable ideas. There must be an element of believability in it. People can only be engaged with something that is authentic and believable.

4) Is it clear?

The brand vision has no room for ambiguity. Nothing is implied. It is not aimed to please anyone or anything. Hence, it is imperative for a vision statement to be worded clearly, in a concise and easy to understand language that is free of jargon and complexity.

5) Is it collective?

The brand vision has to be shared by every individual in the organization irrespective of the hierarchy. This inspires them to work towards a common goal and helps the organization achieve success.

6) Is it stable?

Brand Vision cannot change with every season. It has to offer a long-term perspective and should be unlikely to be impacted by market or technology changes at least in the short to medium term. At the same time, it should be general enough to encompass all of the organization’s interests and strategic direction.

Having said that, as markets evolve and economies change, the brand vision must evolve as well. Otherwise, the vision could become redundant and chaos would reign supreme. Microsoft, for example, began with the vision of “A computer on every desktop, and in every home.” Once that was achieved their vision evolved to “a world where people and businesses can achieve more”.

A strong Vision can help brands in pushing the envelope further, to contribute to and eventually to change the world around them. Companies like Harley Davidson, Apple, Google, Ikea, Amazon etc. pushed that envelope and in return, the world rewarded them by making them what they are today. Unforgettable and Iconic.

 

Looking for help in defining a strong Vision for you brand? Write to us on info@lokusdesign.com

You enter a room. In front of you, are identical triplets. You’re given a task to find the differences between them. How would you go about it?

Like these young men, there are numerous products available today that are similar to each other, albeit to a lesser extent. These products are similar in terms of utility, price, efficiency, and other factors. In such an environment, how can you help your brand stand out from the crowd? One way is to develop a strong Brand Identity that really talks to your target audience.

For example, you’ll find many brands of body lotions on the market but what differentiates a lotion by The Body Shop from a lotion by Nivea? It’s their brand identities. While Nivea is associated with being a practical and reliable product, The Body Shop is known for being a natural and ethical product. These traits are associated with them due to the various elements of their Brand Identity. And these unique Brand Identities attract different types of consumers.

Brand Identity is different from a brand. As Seth Godin puts it, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” A Brand Identity is a collection of elements that lead to the creation of those memories, stories, and relationships through the use of various elements.

A Brand Identity should be the embodiment of the mission and vision of the company for its target audience. It’s should portray your brand to your customers through the use of colours, fonts, logos, shapes, graphics, taglines, and even the tone that you use in all your verbal and non-verbal communication.

Brands with strong Brand Identities tend to create more impactful impressions on their customers. A well-crafted brand identity can differentiate you from your competition, it can improve brand awareness and generate active customers. A strong brand identity also builds loyalty, trust, and credibility for the brand.

Here are some of the key elements of a Brand’s Identity:

1. Logo

As we have discussed in a previous blog about logo design, human beings are the most stimulated by what they see. When we walk down the road, we perceive up to 80% of all impressions through our sight. Humans are visual beings. Companies and marketers have realized the importance of this. The best brands focus on creating a strong visual imprint in the minds of customers through their brand identity. The first visual created is usually the logo. This is the part of your brand that will be exposed to people the most. It needs to be representative of your brand’s personality.

2. Tagline

Taglines are catchy one-liners or short slogans that encompass the personality of the brand. There are many iconic taglines that are immediately recognizable. How many of these taglines do you recognise?

“I’m Lovin’ It”

“Just Do It.”

“Because You’re Worth It.”

“The Taste of India”

“The Best A Man Can Get.”

A good tagline has to be memorable and should differentiate the brand from its competitors. It should create a positive feeling about the brand. It should ideally communicate the benefits of the product to the public.

3. Graphic Set

Then comes a consistent style for the graphics/images. Many companies have a strict set of guidelines for the shapes and images that can be used in the visual communication. They need to fit into the brand identity. Some brands may prefer subdued colours, like IBM. A brand like Toys ‘R’ Us uses bright colours and block shapes to convey the playful nature of their brand. Uber took inspiration from ‘bits and atoms’ to create their new brand identity. Some prefer geometric shapes and standard colours, like Google. Most create a brand style guide to outline their design assets, when and how to use them, as well as some do’s and don’ts.

4. Products

Another component of brand identity is your products themselves.

The sight of the letters ‘LV’ emblazoned on this bag could be a recognizable sight for even those who don’t follow fashion. The strongest Brand Identities are instantly recognizable. And sometimes, it’s a good idea to have this identity on your product itself.

5. Packaging

The way a product is packaged says a lot about it. The flowery, fruity packaging of a Body Shop product is different from the single toned, cool-coloured packaging Nivea utilizes. Businesses should get creative with their product packaging in order to efficiently utilize the power of Brand Identity.

Brand Identity in the Digital Age:

Having a well-crafted Brand Identity in today’s increasingly digital age has become very important. As of the second quarter of 2018, Facebook has 2.23 billion monthly active users worldwide. Instagram has over 1 billion and Twitter is home to 335 million. All these users are potential customers that brands can reach out to. A report from Twitter and Research Now found that 93% of people who follow small and medium-sized businesses on Twitter plan to purchase items from the companies that they follow. 69% have already purchased from an SMB they follow because of something they saw online.

This has come with its own set of challenges. There are many companies using the same platforms and saturating them with content. This is why having a strong and unique Brand Identity helps in making your brand stand out from the crowd.

Another challenge is creating material that is appropriate for various platforms. There are numerous formats and touch points that one must get acquainted with these days in order to have a consistent identity across all the platforms. This makes it easy for your audience to recognise, relate, and engage with your brand online.

While forming an identity for your brand, be mindful that it is consistent across all the elements and that it is as up to date as possible. If utilized well, a well-crafted Brand Identity can be a game changer for your product. Remember that a brand’s personality, like a human’s personality, are distinctive and enduring. And both are built over time.

 

Looking for a partner to craft a strong identity for your brand? Write to us on info@lokusdesign.com

1) Adaptable Logo Design:

This trend focuses on the visual elements that can be adapted or changed. The trick here is to be creative while maintaining the original essence of the brand’s identity. As opposed to a singular and static logo, an adaptable brand identity is more dynamic and interactive with the viewer. This trend has led to more flexible and more personalised brand identity models. An example is Snapchat.

Image from https://thefoodiepatootie.com/my-snapchat-snapcode/

2) Responsive Logo Design:

The rapid rise of mobile browsing and browsing from multiple other devices has led to a usability issue for designers. Responsive layouts adjust content, layout, and imagery to the ratio and size of a screen. This makes it easy to adapt the brand identity across different mediums and platforms. For example, a responsive logo will look a particular way when viewed on a mobile phone screen and then automatically resize when viewed from a laptop screen. Check out The Whitney Museum’s ‘Responsive W’.

Image from Pinterest via designboom.com

3) Movement:

This year has seen the rise of video content on social media. Instagram Stories, Facebook Live and other ventures are turning the focus to video marketing. It’s not just video – animations and GIFs are finding their place in the visual identities of brands and they are working well in terms of customer engagement. An excellent example of movement incorporated into brand identity is the Google Doodle.

 

4) Bold typography:

Big and bold typography is a trend this year. Designers are combining simpler and less elaborate typefaces with bold colours, gradients, and other customisations. This creates lettering that really stands out. Here are more typography trends to look into.

5) Duotones:

Duotones are created through a halftone printing process where one halftone is printed on top of another halftone, creating a two-toned image. One can easily create monotones, tritons, quadtones and tinted images as well. A good example of dual-tones can be found on the Spotify website.

 

6) Fundamental Geometric Shapes:

‘Geometric logos feel modern because they use the same abstract shapes we see in modern art and feel digital because of their mathematical structure.’ – 99designs.com

Using fundamental geometric shapes cuts down on excessive design elements. These designs tend to look modern and subtle. Designs based on fundamental geometric shapes and also play around with texture. Check out this list on the various ways you can utilize geometric shapes in your design.

7) Specialist Printing:

A well-designed brochure, pretty packaging and other ‘real life’ printed material play an important role in creating a positive image in the consumer’s mind. This year, specialist printing is touted to be more effective than ever before. The Body Shop are pros at packaging.

 

Conclusion

Let’s keep an eye out for which of these 7 trends cool down, and which of these develop and grow. In the long run, trends keep coming and going with some making waves of change in the field of design. Taking into consideration the dynamic nature of the digital world, brands have to keep themselves in tune with the trends of the day in order to stay relevant. In our digital age -that may well mean a digitally-driven trend. With advancements in technology, there will be newer and more exciting ways to express your brand’s personality.

 

Which of these trends do you think will suit your brand best? Let’s discuss, drop us an email on info@lokusdesign.com.