Merge

Generally, companies make the branding mistake of wanting to be all things to all people; however, the essence of a brand is just the opposite--focus.

Whether you are creating a new brand or reevaluating your current brand, there are four brand requirements that you should consider. These are the same provisions Merge utilizes when creating online branding strategies for our clients:

1. Concise

   Abe Lincoln was once quoted as saying, "I'm sorry I wrote such a long letter. I did not have the time to write a short one." In other words, "I'm sorry I wrote you such a bad (long) letter. I did not have the time to write a good (short) one." Your unique positioning statement, or your brand statement, is the same way. A good brand statement is concise so the customer can 1) Easily understand the value proposition and 2) remember the value proposition. This is especially true on a web site which a company generally has 3-10 seconds to convey their brand to a reader.

2. Different

   Try this exercise: Take your unique value proposition and replace your company name with your competitor's name. If the unique value proposition is still valid, then you need to put some serious work into your brand. For example, if McDonald's mission statement was "McDonald's makes great hamburgers" (which isn't unique) then they wouldn't be differentiating themselves from any of their competitors such as Wendy’s or Burger King. Make your mission statement portray your niche and specialty that differentiates you from the competition. Then, incorporate that statement into the rest of your branding.

3. Memorable

   Your brand might be advertised in 10 different venues, but if it's not memorable than you are wasting a lot of money on Advertising. A memorable brand is generally innovative and always different, as mentioned above. If you own a TV then you have probably watched at least one episode of American Idol and seen Simon Cowell tell aspiring singers that they just aren't memorable. This usually results in Simon getting booed by the audience but he's usually right. They may be good singers, but if their performance isn't memorable, then they aren't going to sell any music.

4. All Encompassing

   A properly executed brand is all encompassing. A brand is not just your logo or the look and feel of your web site. It is an experience. It is the customer service you provide, it is the way you answer your company phone, it is the language you use in emails, blogs and social media outlets. It is an all around true experience that each employee lives and breathes each day that reflects your company's values, culture and brand.

Further Reading

A good book to read for more in depth information on the topic of branding is "The Brand Gap" by Marty Neumeier. You can also check out a slideshow with valuable excerpts from the book by visiting SlideShare. Marty might use different verbiage for his requirements for an effective brand, but for the most part his ideas are right in line with Merge's.