Importance of Brand Book

A brand book is like a map that illustrates the maze that your brand went through while achieving its goals and is informative about numerous important aspects. A brand book is like a story of a brand and a powerful strategy.

In the brand book, numerous aspects are contained, like what’s the meaning of your logo and why was it designed that way, what are the brand colors and how they are used. A well-developed brand book is beneficial for business for lots of reasons, not only are they interesting for customers, but they also help people who work for your company and are used as great guidelines.

Brand books can help you to maintain your brand’s consistency, establish trust in your brand, boost your visibility and efficiency, and helps you to achieve growth and success.

Brand Introduction

Before you start working you should know what’s your brand’s mission, what’s your vision and how you can show your true brand persona to your target audience. This will be your brand’s introduction.

Speak clearly and confidently about your company’s mission and goals and how they can change the world, what makes you unique and what’s your history.

It’s important to show your audience your brand persona because different personas always get more attention and showing your audience a personality will make them trust you and appreciate you more.

Along with your mission and visions, you’ll be able to tell them where you are heading and besides what you show them, what they should expect from you.

Logo Guidelines and Taglines

The first thing that customers notice is visuals, that’s how they gain a first impression and make up their minds about your brand. So working on visual guidelines is very important for brand books.

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The logo is the brand’s identity, one of the most important visual aspects. Most of the time, when it comes to giant industries, you just need to see the logo to know what’s the name of the company.

There are numerous logos, they are in different colors or different shapes. So the guidelines in the brand book should be specific about colors, size, and formats, it will be useful for your team as well.

Taglines are used differently by various companies, some companies frequently combine logos and taglines, and some don’t, so brand books should contain specific information about how they are used in the company and why.

Color Pallets and Fonts

Every company is associated with a specific color, like Coca-Cola with red and Facebook with blue. Colors leave impressions, they make customers feel certain emotions towards you and create associations. Brand books should clearly dictate what are the colors of your company because colors are an important part of your brand identity.

Also, like colors, fonts are unique and special as well. Every brand uses different typefaces for logos, and generally anything related to their brand. Brand books should contain several examples of fonts along with their description and meaning.

Copywriting and Page Structures

Copywriting skills are important to ensure the success of your brand. With effective copywriting, you’ll be able to strengthen your brand image, establish meaningful relationships with your customers, improve conversion rates and sales, and increase your brand’s visibility as well.

So using this skill for your brand book is crucial. You have to be sure that your content is well-written and that everything in the brand book is written in the same style.

Besides writing content, it’s important to determine how the pages will be structured because some brands need brochures and they might be folded differently. So the brand book needs to be specific about these aspects as well.

Public Relation Policies

The part of the brand book that is about public relations policies is mostly about the representatives of the brand and contains additional information about how they can be contacted. You can also add the part about what to do, and what shouldn’t be done, in short- Dos and Don’ts.

After going through these basic guidelines make sure that your brand book will be well-designed and creative as well. This is the expression of your brand, so everything has to be unique and well-planned.

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What makes a Brand’s name successful?

An effective brand name is crucial for any industry. Since it’s the first thing that gives the target audience idea, about what are you representing and what are your services or products. Brand name could be one of the most important reasons for success.

The brand name needs a couple of steps to ensure the success of any company. A good name will help the company to be competitive and seem more valuable to customers. It must be easy to remember and distinctive. Since most of the successful companies start operating in other markets as well after some time, don’t use the brand name that will tie you down anywhere.

Importance of Alternate Spelling

Spelling is one of the most important aspects that could play a crucial role in the brand naming process. For example, Google sounds very fun and can be pronounced easily, but its spelling is very interesting. It’s based on googol, the term used by many mathematicians that refers to a very large number. Founders just kept saying that they misspelled it.

What’s clear from this example is that spelling always matters and different spelling variations bring different results. There are other examples of alternate spelling in the brand naming process, for example, Lyft and Fiverr.

Use of Compound Words in Brand Naming

Compound names are actually used frequently by different companies. Basically, compound words are a mix of two or more words to create one single word or phrase that acts like a single word. They have distinctive meanings that could be very different from the words that they are made of.

For example, Snapchat is a brand name that combines the most important ideals of the company, to take pictures (snap) and then socialize (chat). Other brand names, like FedEx and Microsoft, are based on this principle.

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Two Words

Two-word business names effectively combine important keywords to leave a lasting impression on the target audience. Also, don’t restrict yourself and try to choose which side of your company would be more intriguing and memorable for customers, and try to put that idea in your brand name.

You can make it simple and catchy. A good brand name is always able to evoke strong visual imagery in the customer’s mind. For example Facebook and Bitcoin.

Non-Native Wording for Brand Naming Process

Non-Native words are frequently used as well in the brand naming process. Good examples are Toyota and Audi. The name Toyota is related to the founder Sakichi Toyoda, it’s different because is related to the country where the brand was born and the whole world uses it.

There are lots of stereotypes and assumptions related to numerous countries. Stereotypes can be used as a powerful tool. For example, Germany is known for quality engineering, so a German name could convince customers that the products produced by a certain brand have high quality.

Using Real Words for your Brand Name

Most companies search for important keywords and emotional phrases to use as brand names, however, there is another solution. Using simple, real words. This simple approach is another way of highlighting your brand’s importance.

It could perfectly capture the essence of your brand. Since brands connect to the audience for different purposes, it’s important to determine why you want to connect with them and which product or service would play a crucial role in this interaction. So creating a brand name that would be simple could be catchier for you. Examples of real wording are Apple, Amazon, and more.

Short Phrase as your Brand Name

Phrases used as brand names can be familiar or invented, but they most definitely have to be meaningful. Using this principle for the brand naming process could give you a chance to add more personality to your brand and generally give customers a clear idea from the beginning, so they’ll know what they are dealing with. For example, 7 For All Mankind is the name of a clothing brand.

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The High Fashion Industry is Changing

Many industries had to go through lots of changes because of how technology evolved and right now many companies try to observe different online behaviors. Also let’s not forget how many brands are in existence, old and new as well.

The fashion industry is highly competitive and requires great activity. That’s why a good marketing strategy is necessary.

More frequently used marketing strategies are related to runaway shows, e-commerce marketing, and more. Also, activity on social media keeps many customers updated about the latest fashion trends. But since the industry is so demanding, every brand needs unique and powerful marketing strategies to be on top.

While working on the marketing strategy you need to have an understanding of the buyers, how individual customers make decisions, psychological influences on the decision-making process, and of course how to classify customers and sociological influences.

Marketing Research for High Fashion Industries

It’s important to know what the target audience wants and expects from you to become the leader of the long competitive chain. Information can help you to maximize your profits and give your brand more popularity. A lack of information can create mistakes, and sometimes only one mistake is enough to reach financial ruin.

Having accurate and up-to-date information will help you to avoid unnecessary setbacks. To ensure the success of this step, you can start researching prices, distribution, and promotions. Do trade analysis, also do product research, consumer research, and market research.

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Phygital Experience in the High Fashion Industry

Phygital experience is another great aspect of the high fashion industry. The world is becoming more digital, and “digitalization” is a mantra for many industries now. That’s how the word Phygital became so important, it’s the mix of “physical” and “digital” and basically means the combination of digital and physical experiences.

While shopping all customers have a choice, they can make their shopping experience physical or digital. This combination ensures easy access to products for all types of customers. It’s part of a new era and the high fashion industry actively uses it.

Numerous luxury brands use this combination, and since luxury is always related to compelling and memorable experiences all the luxury brands maintain their excellence in online and offline realms.

Chanel actively uses the Chanel shopping app, customers can choose what they like the best and also schedule appointments for tryouts at the nearest boutique.

Co-create and Democratize

It’s important to bring people closer to the brand.  Co-creating and democratizing basically refer to the fashion industry opening up its doors to a wider audience. Even Vogue provided the general public with tickets to see their show. Creating an environment where editors, influencers, and loyal customers are sitting together creates a more lasting impression on the general audience. Also same goes for the online environment, information should be accessible to any type of customer.

One of the best examples of this principle is related to Michael Kors, one of the leading American designers, whose runway shows could be witnessed even outside, the general public was able to witness the models and the collection without any issues.

Interaction Builds Loyal Customer Community

When a brand actively communicates with its audience, they feel special and appreciated. They feel closer to their favorite brand that has value in their eyes. Activity is a key factor and lots of famous fashion brands keep that in mind.

No matter how popular any brand is, without activity customers will forget about them and other active brands will catch their attention. That’s why so many fashion brands and models actively ensure that they’ll be able always visible and ready to interact with the audience.

Since the fashion industry evolves on daily bases it’s important to constantly adapt and again be on top of the competitive chain. Trends move fast, brands must as well.

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What you should know about Business Competition

Competition could be related to prices, designs, sales, status, etc. However, running away from it and finding a simple path to walk on isn’t the best solution. Other companies should desire to compete against you, you should be that special.

Most of the competitors have the same products and the same target audience, so the main interest is to go ahead of others and highlight the point that makes you stand out. For example, McDonald’s, Burger King, and KFC, are in the same industry, have the same products, and use similar services.

In that case, what they do is understand the needs of customers, and realize their strengths and weaknesses. They have to constantly improve themselves so other similar companies won’t be able to leave them behind.

Competition between brands brings up many innovative ideas, many companies find their competitive advantage that can be utilized against others. What’s more important is that it can develop the business.

Vulnerability isn’t a Weakness

Despite wanting to seem as perfect as possible in front of the customers, it’s not that simple. Not everybody expects that every leading company will have extraordinary service or product and being honest about simple vulnerabilities is one of the winning steps, because customers feel more trust and appreciation for such companies.

One of the greatest examples is set up by Burger King. Numerous people have absolutely different ideas about it, however, the whole concept that they showed us was something that not many companies have dared before. Before the advertisement was created, the whole world was filled with rumors of McDonald’s non-rotting meat. So they showed the customers how their burger can be spoiled after some time because it’s made of fresh ingredients and is healthier. After seeing the video, you won’t forget it easily. No matter how you’ll look at it, it’s memorable and makes the company stand out.

Now following others’ footsteps isn’t a solution but learning from them could be important for any company. Because the concept is great but it shouldn’t be disturbing for the target audience. This type of campaign should be planned carefully to avoid any misunderstandings and help you to connect with the customers.

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Defining Brand Value

It’s important to define the most important values of the company, it can be a tool that you’ll use against your competitors. Every ideal that’s used in brand action and generally is related to brand identity will help the company to stand out.

Let’s imagine the scenario where Coca-Cola’s assets disappeared all over the world and they have to start from zero again. Lots of people would be convinced that they would do it without issue. They have their values, identity, and status, so lots of their consumers even would be able to help them rise up again. Because loyal customers always support their brands.

Maintaining Competitive Advantage

It’s interesting to know what’s the true value of certain brands in people’s minds. How much of their attention and memory capacity is related to them? Not everybody can remember any small details about any brand, but they always remember what’s most important to them.

Finding answers to their needs and getting a clear image of your brand in their minds, is another advantage that you’d be able to use to improve your customer experience and competitiveness as well.

Competition helps the Brand Grow

Competition is a driving force that improves not only one brand, but the whole industry. Without competition, the market is still. Without creativity and action brands have long-lasting damage and when there is no competition and zero motivation for improvement as well, we see dire results.

Healthy competition improves brands and helps them grow. It helps them to explore themselves more and discover new values that they can share with customers. What’s more important, it forces the brand to come out of its comfort zone. As an end result customers get more benefits as well.

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