100 parts of branding that aren’t a logo and how to use them to sell brand strategy

How to present the value of brand strategy to clients

By highlighting the importance of the different components of branding and presenting a clear plan for implementation, you can demonstrate the value of a strong brand and how it can be used to improve business results.

• A brand strategy takes a holistic approach: A brand strategy takes into account the overall positioning and messaging of a company, and how it can be used to achieve business goals, whereas a logo is just one small aspect of a brand. A comprehensive brand strategy can help a company to differentiate itself from its competitors, build customer loyalty, and increase revenue.
• A brand strategy can drive long-term growth: A well-executed brand strategy can help a company to build a strong reputation and increase brand awareness over time, leading to long-term growth in revenue. On the other hand, a logo, while an important element of a brand, may only provide a one-time revenue boost.
• A brand strategy can improve decision making: With the inclusion of a governance structure, tracking, and a clear measurement of success, a brand strategy can provide a framework for making informed decisions around the management and growth of the brand. This can lead to more effective and efficient use of resources, ultimately resulting in more revenue.
• A brand strategy can create emotional connection: A brand strategy that leverages emotions, storytelling, personalization and authenticity can create a deeper emotional connection with customers, leading to increased customer loyalty, repeat business and advocacy, which in turn can result in increased revenue.
• A brand strategy is flexible: A brand strategy can be adapted to changing market conditions and can evolve over time to reflect the company’s changing goals and objectives, whereas a logo is more fixed and may need to be changed more frequently, especially if the brand image is out of date.

How to persuade decision makers to buy brand strategy

Selling a company a brand strategy by using the components of branding to persuade decision makers can be an effective approach. Here are some tips on how you can do that:

• Emphasise the importance of the branding components: Use the different components of branding, such as brand positioning, brand promise, brand personality and brand loyalty, to show how important a strong brand is.
• Back up your claims with data: Use data and research to show how a strong brand can have a positive impact on key business metrics such as sales, customer loyalty and market share.
• Show how a strong brand can help achieve business goals: Use the brand components to show how a strong brand can help the company achieve its goals, such as increasing sales, attracting new customers and building a good reputation.
• Give examples of successful brand strategies: Give examples of how other companies have successfully implemented brand strategies and the results they have achieved.
• Provide a clear action plan: Provide a detailed plan for implementing the brand strategy, including timelines, milestones and success metrics.
• Offer to conduct a brand audit and make suggestions for improvement: A free brand audit, assessing the company’s current brand strategy and suggesting improvements, can be a great way to highlight the benefits of a brand strategy and how the company can improve its current branding.
• Underline the importance of brand leadership and management: show how a clear brand management framework can ensure consistency and alignment of all aspects of the brand, which can lead to better business results.
• Be prepared to answer questions and address concerns: Be prepared to answer questions and address concerns that decision-makers may have when implementing a brand strategy.

100 components that comprise a great brand

1. Activation of brand purpose: The process of putting the brand purpose into action by aligning the organisation’s actions and decisions with the brand purpose.
2. Archetypal brand storytelling: the use of archetypal stories to communicate the brand’s values and identity.
3. Archetypal brand strategy: the process of identifying and using the brand archetypes that best align with the brand’s values and identity.
4. Brand activation: the specific actions a company takes to make its brand better known and more memorable to consumers.
5. Brand activation campaign: a campaign aimed at increasing the awareness and visibility of a brand.
6. Brand advocacy: The degree to which customers recommend a brand to others and speak positively about it.
7. Brand ambassador programme: a programme that motivates, trains and awards customers and employees who show above-average commitment to the brand.
8. Brand ambassadors: People who represent and promote the brand.
9. Brand analytics: The analysis of brand data as a basis for decision making.
10. Brand archetypes: A set of universal patterns and signs that can help define and communicate a brand’s values and identity.
11. Brand architecture: the way a company organises and manages its portfolio of brands and sub-brands to optimise the value they deliver to customers.
12. Brand architecture strategy: the way a company organises and structures its portfolio of brands.
13. Brand audit: a systematic examination of a brand’s current position and performance.
14. Brand authenticity: the degree to which the brand is true to its values and promises.
15. Brand awareness: the extent to which customers are familiar with and can remember a brand.
16. Brand co-creation: the process of working with customers and other stakeholders to create new products and services.
17. Brand communication plan: A plan of how the brand will communicate with its target audience through various channels such as social media, email and events.
18. Brand community: A group of people who identify with a brand and are connected by shared values, interests and behaviours.
19. Brand community building strategy: A plan to foster and engage with a community of customers and other brand advocates.
20. Brand community management: The process of nurturing and engaging a community of customers and other advocates of the brand.
21. Brand content strategy: A plan for creating, managing and distributing valuable and relevant content to target audiences to promote the brand.
22. Brand crisis management: The process of managing negative events or situations that could damage the brand’s reputation.
23. Brand culture: Refers to the values, beliefs, behaviours, customs and social practises that characterise a company.
24. Brand culture: The values, beliefs and practises that shape a brand’s behaviour and interactions with its customers and employees.
25. Brand differentiation strategy: A plan for how the brand can differentiate itself from its competitors in the marketplace.
26. Brand emotional connection: The emotional connection that customers have with a brand, determined by factors such as trust, loyalty and shared values.
27. Brand equity: Refers to the value that a brand name adds to a product or service beyond its functional benefits.
28. Brand equity model: a framework that explains how brand equity is created, maintained and used.
29. Brand essence: The core, inherent characteristics that make up a brand’s unique identity.
30. Brand experience: the sum of all interactions a customer has with a brand, both online and offline.
31. Brand experience design: the process of designing the overall brand experience,
32. Brand extension: the use of a familiar brand name for a new product or service in a different category.
33. Brand extension strategy: the way a company uses its existing brand equity to introduce new products or services.
34. Brand governance framework: A set of guidelines and procedures that outline how a company manages and makes decisions regarding its brand portfolio.
35. Brand guidelines: a set of rules and guidelines that dictate how a brand should be used and portrayed in all media.
36. Brand health: the measure of how well the brand is performing overall
37. Brand identity design: the process of creating visual elements, such as a logo, that represent a brand.
38. Brand identity design guidelines: a set of guidelines for designing the visual elements of a brand identity, such as the logo, colours and typography.
39. Brand identity guidelines: A document that describes how the brand should be used and represented in all media.
40. Brand identity system: A system that includes all the visual and verbal elements that make up the brand’s identity.
41. Brand influencer strategy: A plan that describes how the brand will work with influencers to promote its products or services.
42. Brand KPI (Key Performance Indicators): Specific metrics used to measure the performance of the brand against its objectives
43. Brand language: the way the brand communicates with its audience
44. Brand licencing: The process of legally allowing another company to use the brand name and assets for its products or services
45. Brand licencing strategy: how a company licences its brand to third-party manufacturers or retailers
46. Brand localisation strategy: how a brand adapts its messages and positioning to specific cultural or regional markets.
47. Brand loyalty: is the degree to which customers become attached to and retain a brand.
48. Brand loyalty program: a program that rewards customers for their repeat business and encourages brand loyalty.
49. Brand loyalty strategy: How a company builds relationships and interacts with its customers to increase brand loyalty.
50. Brand management: the continuous process of managing and developing a brand over time
51. Brand management: the rules and policies that guide the development and management of the brand.
52. Brand management guidelines: the rules and guidelines that govern the development, management and use of the brand.
53. Brand management software: a tool that helps manage and track all aspects of the brand, e.g. brand guidelines, assets, campaigns, etc.
54. Brand management structure: the way a company manages and makes decisions about its brands.
55. Brand measurement: the method of determining the effectiveness of a brand’s performance over time
56. Brand message: the overall message that the brand wants to convey
57. Brand mission statement: a statement that defines the purpose, goals and values of the brand.
58. Brand monitoring and measurement tools: tools used to track and measure the performance and reputation of the brand over time.
59. Brand name: The name used to identify the company, product or service.
60. Brand naming convention: A system for naming products, services or sub-brands within a brand portfolio.
61. Brand naming guidelines: A set of rules and guidelines for creating a brand name.
62. Brand naming strategy: A plan for creating a unique and memorable brand name.
63. Brand nurturing: The process of maintaining and preserving a brand’s reputation and heritage, both internally and externally.
64. Brand partnership strategy: A plan for working with complementary brands to increase brand reach and awareness.
65. Brand perception: The way customers see the brand and how they behave towards it
66. Brand personalisation strategy: A plan to personalise the brand experience for different customer segments based on their preferences, behaviour and demographics.
67. Brand personality: it portrays the brand as a person, including its personality, values and use of language
68. Brand personality assessment tools: tools used to identify and describe the personality traits associated with a brand.
69. Brand portfolio: Refers to the collection of brands that a company owns or manages.
70. Brand positioning: How the brand is perceived in comparison to its competitors in the market
71. Brand positioning research: The process of studying and evaluating the brand’s position relative to its competitors.
72. Brand positioning statement: A statement that communicates the brand’s unique value proposition and differentiates it from its competitors.
73. Brand promise: A statement of what customers can expect when they interact with the brand.
74. Brand promise fulfilment: How well the brand delivers on its promises to customers
75. Brand protection strategy: Measures a company takes to protect its brands from infringement, dilution and other forms of misuse
76. Brand purpose: The reason for a brand’s existence beyond making a profit; it refers to the impact the brand wants to have on society and the world.
77. Brand purpose statement: A statement that describes the fundamental reason for a brand’s existence and goes beyond profit; it defines the impact a brand wants to have on society and the world.
78. Brand relevance: The degree to which a brand is relevant and meaningful to customers
79. Brand reputation: The perception and evaluation of a brand by its stakeholders.
80. Brand reputation management: The process of monitoring, managing and influencing the perception and evaluation of the brand by its stakeholders
81. Brand research: The process of researching and evaluating potential brand names before making a final decision.
82. Brand ritual: The symbolic actions, events or experiences that create a sense of connection and belonging between the brand and its customers
83. Brand signature: The unique visual and verbal elements that identify and distinguish a brand from others, such as its logo, colour palette and messaging.
84. Brand story: is a narrative that conveys the essence of a brand, including its values, culture and heritage, and is used to create an emotional connection with customers.
85. Brand storytelling campaign: a campaign that uses stories to communicate the values and benefits of the brand.
86. Brand storytelling strategy: how a company uses stories to communicate the values and benefits of its brands.
87. Brand sustainability strategy: A plan that outlines how the brand will incorporate sustainability into its operations and decision-making.
88. Brand tagline: A memorable phrase that sums up the brand’s message and identity.
89. Brand touchpoints: the various touch points a customer has with a brand, e.g. website, social media, retail shop, packaging, etc.
90. Brand touchpoint strategy: the process of identifying and optimising brand touchpoints to create a consistent and seamless brand experience.
91. Brand tracking: The process of monitoring and measuring the performance of the brand over time
92. Brand valuation: the process of determining the monetary value of a brand
93. Brand value proposition: the unique benefit or advantage a brand offers to customers.
94. Brand values: the guiding principles and beliefs that underpin the brand’s decisions and actions.
95. Brand verbal identity: the language and tone of voice used in all brand communications.
96. Brand vision: a statement that describes the brand’s goals for the future.
97. Brand visual identity: the appearance of the brand, including colour palette, typography, imagery and design elements.
98. Brand voice: The style and tone of voice with which a brand communicates with its target audience.
99. Emotional brand strategy: The process of identifying and using emotional factors to build a deeper connection with customers.
100. Rebranding strategy: A plan to revitalise or update a brand, including changes to its name, logo, messaging and identity.