Brand Clarity Defined
Did you know the concept of a brand first dates back to the Ancient Egyptians?
Through the act of stamping cattle for identification, it’s now considered the earliest form of commercial branding. Over centuries, the concept of brand then evolved into the organisational context. Distinctive hallmarks were created to identify a product’s quality and uniqueness by placing a ‘brand’ onto them to differentiate them from the competition. Today, the most dominant kind of branding is cultural branding—the technique of giving products and services deeper, more emotional associations and experiences. Seth Godin’s definition of a brand captures this perfectly:“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection, or spread the word, then no brand value exists for that consumer. '“Brand Clarity Defined
Brand clarity refers to the degree to which a brand's purpose, values, identity, positioning and messaging are clear and easily understood by its target audience and key stakeholders. It’s the ability of a brand to communicate effectively ensuring that stakeholders have a clear understanding of what the brand represents and stands for, and it can easily be recognised and recalled. In short, it builds trust.How to Build a Trusted Brand With Clarity
To achieve brand clarity, consistency and authenticity are key. Investment is required internally to build a cohesive work culture around the values of the brand, as well as externally with consistent messaging, identity and experiences across marketing materials, advertising campaigns, social media, website, packaging, and with all customer interactions.Further, in today’s competitive market, authenticity is key. Actions and words must align. In fact, ‘authentic’ was voted word of the year by the Merriam Webster Dictionary in 2023, due to the sheer volume of search queries for the term. Post pandemic, authenticity continues to be a major factor in decision making and influencing of behaviours due to global trends in societal consciousness, as well as the rise of artificial intelligence, celebrity culture, identity and social media.Together, brand consistency and authenticity helps to build trust, credibility - and clarity. 
Start With ‘Why” For Brand Clarity
In Simon Sinek’s powerful video, “Start With Why,” the truth behind successful brands is unveiled: people don’t just buy what you do, they buy why you do it. This revelation holds the key to forging deep connections with stakeholders including the target audience, making it more important than ever to have brand clarity. Here are the key elements:Brand Identity encompasses the brand's name, logo, colours, typography, and visual elements that create a recognisable and distinctive brand image.
Brand Positioning refers to how the brand is positioned in the market and how it differentiates itself from competitors. It involves identifying the target audience, understanding their needs, preferences and pain points, and then communicating how the brand fulfils those needs uniquely.
Brand Messaging includes the brand's purpose, values, mission statement, promise, story, and key messages that convey its benefits to the audience and to broader stakeholders.
Consistency in brand messaging, visuals, and overall brand experience is crucial for brand clarity. It ensures that customers receive a cohesive and unified brand message across all channels and touch points.
Authenticity a brand's values and promises must align with its actions and customer experiences. Authenticity builds trust and credibility with stakeholders and the target audience.
Future Proofing With Clarity
Great brands consistently deliver to a promise. They are authentic and stand for more than profit making in society.Every time people engage with your brand they create a perception about your business from their experience. Achieving brand clarity allows you to start with the end in mind. It accounts for how customers engage with your brand today, in order to create a blueprint to drive performance in the future. This leads to increased brand awareness, customer loyalty, and positive brand perception - and importantly, trust.If you require expertise or support in achieving brand clarity, please contact us today to discuss your requirements. References:
https://academic.oup.com/book/567/chapter-abstract/135301261?redirectedFrom=fulltext
https://seths.blog/2009/12/define-brand/
https://simonsinek.com/
https://www.merriam-webster.com/wordplay/word-of-the-year
