For almost over 3 years, I have worked on around 25 brands and all the time I have seen my clients planning about their brand.

A usual brand brief is something like this, ‘Brand is the crux of their business and they need it to be the best. They have a fair idea of design, the colors, the competitive brands they look upto and they want their brand to stand out, look different.’ Often I have observed them to be more confident on the brand look & feel and less on the brand promise & benefits. And this is what we can say is a problem!

Your brand should essentially be seen just not as a better option than the competition, rather it should be seen as the solution provider. Because a client will only turn to you if they have a problem to which they seek a solution and your brand must offer that.

An ideal brand must comprise of –

1. A clear message about benefits
2. Right credentials – as to explain why your brand shall be the preferred one
3. It shall creatively motivate the buyer
4. Obvious answer to the customer’s needs & wants
5. Shall make an emotional & relevant connect

Once you know the above 5 things about your brand, you can actually start looking at the Brand Identity. Now the challenge, which a customer usually faces, is –

How to define your Brand?

At 30TH FEB, we use a standard form for the creative brief. The idea behind this process is to make the client once again work on the brand and to re-do a planning process. Once a person has got a brand idea with a concrete business plan in mind, this form should ideally be filled in 40-60 minutes.  To define a brand, one must know-

1. The products/ services to be offered. If there is a USP to that, what (if yes)?
2. What are the core competencies of your brand/ your company?
3. What is the goal for establishment? And if the brand has a mission or vision?
4. The target market and why they are the target market?
5. Do you have the suitable product/services for the defined target market?
6. Does the brand need a tagline? What should it talk about – your USP or your services.
7. It is recommended to have a defined personality and than one shall re-assess if the above points match to that personality.

We strongly recommend that the above process be done in a notebook. When you answer to these questions – you should keep the target market in mind instead of your individualistic brand aspirations. And remember, honest answers will lead to a right brand.

Once you have done this, you are ready for the Brand Building.