Have you ever wondered why you buy from the same companies all the time?
There’s a reason why you go back to the same shops and cafes or buy the same brand of sportswear each time. The decision is driven by a deeper psychological connection. Companies that see returning customers have worked hard to make this happen. They’ve mastered a set of principles that help them attract customers time and time again.
It’s amazing how loyal customers can be to their favourite brands. Let’s find out why.
Today’s consumers have little time to shop for products and services. Purchasing decisions are made in split-second moments. Imagine… you’re trawling through endless shelves of the same style of jeans. What’s going to help you decide? After all, they all look the same. Ultimately, the do the same thing too. Customers rely on brands to help with their decision making.
The world’s most successful brands do this by leaving a lasting impression with their customers. It could be a warm feeling you have from a positive customer service interaction. Or perhaps it’s the unique packaging that came with your latest purchase.
It’s no secret, but successful brands have a few things in common:
Despite this, many companies still struggle to connect with their customers. Data shows that consumers wouldn’t care if 75% of brands vanished. It’s a clear sign that many brands aren’t appealing to their audience at all. Luckily, there’s a simple way to get your brand on track and fix the disconnect with your customers.
What is a brand canvas?
A brand canvas is a simple tool to help you define your brand on a single page. Just like a cake, a brand has a range of ingredients that need to be combined. The end-result should be a tasty cake, or in this case, a memorable brand.
The brand canvas breaks these elements down into the following layers:
Each layer in the cake contains a few key ingredients that you need to get right. If an ingredient is wrong, or missing, it could lead to a shaky brand experience.
Why you need a brand canvas
All businesses; big, small, new, and mature should complete a brand canvas for many reasons:
This structured exercise will help you create a well-aligned brand.
10 key ingredients needed to build a strong brand
All great cakes taste good for a reason. The ingredients have been carefully selected, combined, and baked to perfection. In a similar way, a successful brand requires a range of factors to be working together harmoniously.
Brand foundations
We’ve already created a helpful exercise called the ‘brand compass’. This is what makes up your brand foundations. This part of your canvas will spell out the meaning behind your company. It should be embodied in everything you do. Your brand foundations should capture:
1. Your Purpose
Your brand purpose is central to your approach. It’s the reason you exist and should motivate everything you do.
2. The vision and mission
Your vision summarises your end goal. It should be ambitious enough to inspire your target audience.
Your mission is the big steps you’ll take to achieve your vision. Help your customers understand what you plan to do in the coming years.
3. Your values
Use your canvas to analyse what you stand for and what you’re most proud of as a business. Let these statements shape the way you behave and act.
Brand value
All the best brands create value for their customers. What’s your story? What are the most important and differentiating aspects of your product or service? It’s important to be able to define these elements and use them to stand out from competitors.
4. Attributes
What are the key things that make up your product or service? Is your product faster than competitors? Or perhaps you provide a higher quality service. These are your brand attributes.
5. Brand USP
It’s essential to identify what makes your brand unique. Building on the above, are you the fastest in the industry? Or perhaps the most affordable? If you don’t know your USP, it will be difficult to stand out from your competitors.
6. Brand story
A great brand story helps to evoke emotions. This narrative needs to be coherent. It should summarise your brand with a simple story and set of messages. Remember to be truthful, authentic, and honest.
Brand expression
Every brand needs a way to bring their product or service to life. Your brand expression is how you tell the story, both visually and in written communication. A consistent brand expression is key to creating a positive brand reputation.
7. Personality
Your personality is the human-like characteristics of your brand. This will be one of the initial things your customer sees or hears that makes you stand out. It shapes the way people feel about your product or service. Use it well to foster an emotional connection.
8. Communication
How you communicate your brand is key. Think about your tone-of-voice. Are you bold and inspiring? Or calm and caring? Factors like this should influence how you communicate through written (and spoken) word.
9. Visual identity
Your brand image should help tell your brand story. Use it to communicate your core values and brand promise through a variety of visual mediums. Logos, packaging, and signage are the first things your customers see, so you need to get it right.
10. Brand essence
Your brand essence is the culmination of your brand in its simplest form. A brand essence is usually a catchy and evocative tagline that represents your brand. Think about how you’d express yourself in two or three brilliantly executed words.
The bigger picture
Your brand canvas lets you answer some of the most important questions about your brand. It’s the building blocks of your brand which help form a deeper, psychological connection with your customers.
Understandably, it takes time, reflection, and continued development. Though, just like a tasty cake, the hard work will pay off when you get your ingredients right.