A strong brand is powerful on its own. Yet, without a clear, compelling brand proposition, even the most creative advertising campaigns will fall flat. Boost customer loyalty and trust by getting super-clear on the promise at the heart of your brand.

A recent study analyzed the world’s most valuable brands, using 10 years of BrandZ Top 100 data to define exactly what it is that drives growth for global super-brands. The answer was clear: a unique brand proposition alongside a creative communications strategy.

A quest for clarity

One of the most exciting parts of building your business is deciding on a brand identity and seeing your ideas transform from concepts to a tangible reality. However, it is very important to get clear on the idea behind the brand itself, rather than focusing all efforts on design and creative marketing campaign ideas.

When it comes down to getting consumers to buy from you, you need to stand out from competitors. Complete clarity surrounding your brand and core identity will help you achieve it.

Your brand values must be relevant and meaningful to your target audience. So, once you are absolutely clear about your purpose, you must develop a culture that inspires and “breathes” it on all operational levels. Your customers won’t believe it, if you don’t live it.

So, how can you dive deep and develop a clear and meaningful brand proposition? Here’s a look at three important steps:

Value

This is the promise you are making to the customer, which should be based on the strengths and goals of your business. Combine emotional and functional benefits, and think about the needs of customers both now and in the future. Try to pre-empt your audience’s future needs to stay ahead of the competition.

Positioning

Be different, but not just for the sake of it. Ensure you give careful consideration to your brand positioning. his is how you want customers to perceive and understand your brand, so think about what makes your brand unique in a way that matters to them? What can you provide that no other competitor can?

Identity

Experience and communication can be the point of difference which can set your brand apart from the rest. Think about everything that your customers will see and hear about your brand. Is your brand identity communicated well through all your channels clearly and consistently? Is your business instantly recognizable by your communications alone?

Without a strong brand proposition and identity, even the most extravagant marketing campaign will be powerless. You must prove you deliver the value that you promise by providing your audience with compelling, emotionally-driven reasons to believe in your business, products, services and your brand.

Do this by incorporating core brand values into everything you do. From the essential daily activities such as answering the phone and replying to social media comments, right through to the behind the scenes development of new products and services.

A strong brand proposition can add significant financial value to your brand. Research carried out by WPP consultancies, The Partners and Lambie-Nairn, found a “168% growth in value where branding was strong, versus 27% where it was not”, so it makes sense to invest time and resources to get it right.

Sources: Brand Value Growth Report – The Partners (2015)

This article has been edited and condensed.

Edith Bryan is an experienced entrepreneur turned marketing communications consultant. Edith shares her insights on a wide range of business related topics including entrepreneurship, strategic marketing management and consumer behavior on behalf of UK based marketing communications agency Not Just PR. Connect with @NotJustPR on Twitter

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