{"id":4285,"date":"2017-02-22T00:30:56","date_gmt":"2017-02-22T00:30:56","guid":{"rendered":"https:\/\/startwp.logomaker.com\/blog\/2017\/02\/22\/how-to-build-a-better-brand-focus-on-the-controllable\/"},"modified":"2024-03-07T16:10:07","modified_gmt":"2024-03-07T16:10:07","slug":"how-to-build-a-better-brand-focus-on-the-controllable","status":"publish","type":"post","link":"https:\/\/startwp.logomaker.com\/blog\/how-to-build-a-better-brand-focus-on-the-controllable\/","title":{"rendered":"How to Build a Better Brand: Focus on the Controllable"},"content":{"rendered":"<p><span style=\"font-weight: 400\">When it comes to branding and marketing, there are two overarching categories: the controllable and the uncontrollable. The issue that many businesses face in the early days is focusing too much on the latter while unintentionally ignoring the former. As you can guess, this can cause big issues down the road.<\/span><\/p>\n<h2>Don\u2019t worry about the uncontrollable<\/h2>\n<p><span style=\"font-weight: 400\">Let\u2019s begin with some uncontrollable factors of marketing to provide some context for future branding and marketing efforts. In most cases, uncontrollable factors are synonymous with environmental factors. These are elements like political conditions, economic issues, technological advancements, competition, and more. As the name suggests, these are factors that you cannot control, but will be faced with. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Let\u2019s take a look at a few of these uncontrollable factors to gain a better understanding of which ones could affect your marketing strategy moving forward:<\/span><\/p>\n<ul>\n<li><strong>Changes in policy. <\/strong><span style=\"font-weight: 400\">Any time there\u2019s a significant change in politics \u2013 such as a new party entering the White House or a new majority in the House or Senate \u2013 there\u2019s potential for business policy changes. This can positively or negatively affect certain businesses.<\/span><\/li>\n<li><strong>Large scale economics. <\/strong><span style=\"font-weight: 400\">Fluctuations in the economy can certainly impact marketing. We saw this in 2009 and 2010 when consumers tightened their wallets and honed in discretionary spending. This influenced how companies across many industries targeted customers.<\/span><\/li>\n<li><strong>Technological advancements. <\/strong><span style=\"font-weight: 400\">When technology develops rapidly, it can either catapult a brand to the top or push the brand to the wayside. For example, think about how the growth in smartphone technology (with powerful built-in cameras) quickly stifled a large portion of the digital camera industry. This seriously impacted the marketing and branding approaches for dozens of different companies.<\/span><\/li>\n<li><strong>New competition. <\/strong><span style=\"font-weight: 400\">Any time new competition enters an industry, it has a major influence on the choices brands make moving forward. Sometimes competition breeds creativity in marketing and branding, while other times it causes everyone to blend together. <\/span><\/li>\n<li><strong>Changes in consumer taste. <\/strong><span style=\"font-weight: 400\">Gradually, consumer tastes change. When this happens on a large-scale level, it causes major reverberations that are felt all the way to a company\u2019s marketing department.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">As you can clearly see, certain factors are totally out of your control. But the goal isn\u2019t to worry about these issues or hide from them. Instead, you need to be aware of them. The more you know about these uncontrollable elements, the better you\u2019ll be able to respond.<\/span><\/p>\n<h2>Focus on the controllable<\/h2>\n<p><span style=\"font-weight: 400\">We all like to be in control. There\u2019s something satisfying and reassuring about knowing our decisions directly impact the result \u2013 whether the consequences are positive or negative is sometimes beside the point. In particular, there are two overarching categories of controllable marketing elements: brand persona and visual brand assets.<\/span><\/p>\n<p><span style=\"font-weight: 400\"><strong>1.&nbsp;<\/strong><\/span><strong>Brand persona<\/strong><\/p>\n<p><span style=\"font-weight: 400\">When it comes to a person, there are physical traits or looks \u2013 such as blonde hair, blue eyes, short, muscular, etc. \u2013 and then there are internal characteristics or personality \u2013 such as funny, smart, or awkward. This combination of looks and personality make up the individual and how others perceive them. Well, in this sense, a brand is a lot like a person.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Unfortunately, many marketers forget about the persona of a brand altogether. These brands end up looking great from a visual appearance perspective, yet have very little to offer. They\u2019re so committed to looking good that they haven\u2019t taken any time to develop a personality that sells. Don\u2019t be one of these brands.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cThere are many reasons someone may choose to purchase from you vs. your competitor,\u201d&nbsp;<\/span><a href=\"https:\/\/www.abetterlemonadestand.com\/thegreatbuild-how-to-build-a-brand-identity\/\" target=\"_blank\" aria-label=\"(Opens a new window)\" rel=\"noopener\"><span style=\"font-weight: 400\">says brand strategist Richard Lazazzera<\/span><\/a><span style=\"font-weight: 400\">. \u201cIt could be price, quality, or convenience, but many times, especially with all else being equal, people buy into your brand. They buy into the reasons you are doing what you are doing. Your reasons for existing.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">According to Lazazzera, there are four essential elements to building a successful brand persona: brand pillars, brand essence, brand promise, and mission.<\/span><\/p>\n<ul>\n<li><strong>Brand pillars. <\/strong><span style=\"font-weight: 400\">These are the three or four keywords that embody your brand. They serve as the starting point for everything else you do \u2013 whether it\u2019s building a website or writing a social media post.<\/span><\/li>\n<li><strong>Brand essence. <\/strong><span style=\"font-weight: 400\">These are the core characteristics of your brand and should always remain consistent across product categories. For example, Nike\u2019s brand essence is \u201cAuthentic Athletic Performance.\u201d<\/span><\/li>\n<li><strong>Brand promise. <\/strong><span style=\"font-weight: 400\">This is the statement that outlines the specific benefits customers can expect. In Brian Solis\u2019 book <\/span><a href=\"http:\/\/endofbusiness.com\/\" target=\"_blank\" aria-label=\"(Opens a new window)\" rel=\"noopener\"><em><span style=\"font-weight: 400\">The End of Business As Usual<\/span><\/em><\/a><span style=\"font-weight: 400\">, he uses the following equation: Brand Promise = We promise to Verb (how) + target (who) = outcome (what).<\/span><\/li>\n<li><strong>Mission. <\/strong><span style=\"font-weight: 400\">Finally, there\u2019s the mission statement. This states the purpose of your brand, or the reason your brand exists beyond driving revenues and making profits.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">When you combine all of these elements, you get your brand personas. This is the reason customers should believe in what you\u2019re offering. It\u2019s the value of the products themselves.<\/span><\/p>\n<p><strong>2. Visual brand assets<\/strong><\/p>\n<p><span style=\"font-weight: 400\">As important as a brand\u2019s persona is, you can\u2019t forget about the visual assets. These are the components of your brand that initially draw people in and convey \u2013 on a surface level \u2013 what your brand is all about. And while there are a multitude of visual components \u2013 including web design, advertisements, packaging, etc. \u2013 your brand\u2019s logo is most important of all.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cLogos offer a frequently untapped opportunity for companies to communicate and symbolize a brand\u2019s essence to consumers, thereby building closer relationships with them, creating strong positive emotions and facilitating top-of-mind recall,\u201d&nbsp;<\/span><a href=\"http:\/\/sloanreview.mit.edu\/article\/the-power-of-a-good-logo\/\" target=\"_blank\" aria-label=\"(Opens a new window)\" rel=\"noopener\"><span style=\"font-weight: 400\">explains C. Whan Park<\/span><\/a><span style=\"font-weight: 400\">, <\/span><span style=\"font-weight: 400\">a renowned professor of marketing. \u201cOverall, logos are the most crucial visual synthesizers of a brand that consumers turn to on a daily basis.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Unfortunately, the logo is something that\u2019s rarely considered beyond the initial design process. Brands tend to assume that a logo redesign is off the table or too invasive. However, refreshing your logo is a great way to breath new life into your brand.<\/span><\/p>\n<h2>Design a new logo today<\/h2>\n<p><span style=\"font-weight: 400\">At <\/span><span style=\"font-weight: 400\"><a href=\"https:\/\/www.logomaker.com\/\" target=\"_blank\" aria-label=\"(Opens a new window)\" rel=\"noopener\">LogoMaker<\/a><\/span><span style=\"font-weight: 400\">, we give brands an easy and free tool for designing a new logo. It only takes a few simple steps. Choose from thousands of designs and customize text, fonts, colors, and layout. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to branding and marketing, there are two overarching categories: the controllable and the uncontrollable. The issue that many businesses face in the early days is focusing too much on the latter while unintentionally ignoring the former. As you can guess, this can cause big issues down the road. Don\u2019t worry about the [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":4286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[],"class_list":["post-4285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Build a Better Brand: Focus on the Controllable<\/title>\n<meta name=\"description\" content=\"When building and managing a brand, there&#039;s a lot to consider. 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