As competition creates infinite choices, companies look for new ways to connect emotionally with customers, become irreplaceable and create lifelong relationships.

A strong brand stands out in a densely crowded market place. People fall in love with brands, trust them and believe in their superiority.

How a brand is perceived affects its success, regardless of whether it’s a start up, a non-profit or a product.

In a business to business environment there are 6 brand ideals that will make an unparalleled difference to your brand and how it is perceived and remembered!

When thinking about creating (or modernising) your brand, focus on these ultimate brand ideals.

Vision – what is your vision of the future?

Vision requires courage. Big ideas, enterprises, products and services are sustained by organisations who have the ability to imagine what others cannot see and the tenacity to deliver what they believe is possible. Consider this for Tip 1 – behind every successful brand are passionate leaders who inspire others to see the future in a new way.

Meaning – what does your brand stand for?

The best brands stand for something: a big idea, a strategic position, a defined set of values, a voice that stands apart. Tip 2 – think about symbols! Symbols are vessels for meaning. They become more powerful with frequent use and when people understand what they stand for. They are the fastest form of communication known to man. Meaning is rarely immediate and evolves over time.

Authenticity – what makes your brand authentic?

In psychology, authenticity refers to self-knowledge and making decisions that are congruent with that self-knowledge. Organisations who know who they are, and what they stand for, start the identity process from a position of strength. They create brands that are sustainable and genuine. Tip 3 is about brand expression which must be appropriate to your organisation’s unique mission, history, culture, values and personality.

Differentiation – what makes you different?

Bumper-to-bumper brands clamour for our attention. The world is a noisy place filled with an array of choice. Why should customers choose one brand over others? It is not enough to be different. Tip 4 says that brands need to demonstrate their difference and make it easy for customers to understand that difference.

Sustainability – Why should we trust you?

Brands are messengers of trust. We are all moving at blinding speed and our institutions, technology, science, lifestyles and vocabulary are in a state of continuous fluidity. Tip 5 reminds us that customers are reassured by trademarks that are recognisable and familiar. Durability is achieved through a commitment to the equity of a central idea over time and the capacity to transcend change.

Values – Where is your value?

Creating value is the undisputable goal of most organisations. The quest for sustainability has expanded the value conversation with customers. Being socially responsible, environmentally conscious and profitable is the new business model for all brands. A brand is an intangible asset – Tip 6 – a brand identity, which includes all tangible expression from packaging to websites, upholds a brands value

An effective brand strategy will help any brand to stand out

An effective brand strategy will make any brand stand out in a competitive business sector.

This strategy provides a central, unifying idea around which all behaviour, actions and communications are aligned. It works across products and services and is effective over time.

The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about whether you are the MD or an employee!

Check here to see all of the benefits of an effective brand strategy