How to use a core idea to build a valuable and profitable brand.
Firstly, do you have a core or brand idea?
A core idea or brand idea is a single, simple idea that’s used to position your brand and to help you stand up against the competition. If you have one, read on.
If you don’t, read this post first: What is core brand idea, and why does my business need one?
Make it tangible.
To make a core idea work hard for your organisation it needs to manifest in every aspect of your brand.
It needs to be tangible; to be seen, heard, felt and experienced. Your core idea needs to be instilled in all your brand touchpoints. Across all four brand senses.
The four brand senses.
Where your core idea needs to show up.
The four brand senses, explained.
Environment This is how you present and lay out your environment. Your physical surroundings.
Products This is what your organisation makes, sells and/or delivers (e.g. a service).
Communication This is how you promote your brand to customers. How you engage. How you sound and look.
Behaviour This is how you and your people behave, both internally and externally. It’s how the world sees you.
Not all brands are made equal. Not all brand senses are either.
The significance each sense plays can differ depending on your sector and your product/ service. Sometimes one (or two) senses can dominate. And that can be what differentiates you from the competition.
Your product might be comparable, but how your core idea manifests in your behaviour and communication could be what differentiates you from the competition.
For example, a B2B brand might offer the same service as their competitors. They’re perhaps not heavily reliant on a physical presence, or ‘shop front’ either. But how they use their core idea in their behaviour and communication could be what sets them apart.
The takeaway
A core idea is powerful. And it makes brand-building simpler and easier. It can be the difference between a ho-hum brand and a valuable, profitable one. Use it to differentiate your brand. Make it tangible across your brand senses. Make it the reason customers remember you, and come back to you. Again. And again.
Need help with your brand?
Before you get started, pick our brains. Book a free call with Perth’s branding specialists. (No-obligation. No strings attached.)
