I created the ASAP Branding Test to help businesses develop a brand or design a company logo quickly and efficiently. The test includes four simple steps, and when these steps are tackled strategically and specifically, a business can feel confident that they have the necessary foundation to develop a successful brand.
A = Advantage (Content of your Message)
S = Style (Style of your Message)
A = Adjective (Verbal Cue to your Message.)
P = PMS Color (Visual Cue to your Message.)
What Adjective Does Your Brand Own?
The strongest brands own a word in consumers’ minds. When you think of your favorite brand, what word do you think of? The adjective you want your brand to own in consumers’ minds should be based on the competitive advantage your brand offers. What makes you better than or different from your competitors? Your adjective should be unique and distinctive. It also needs to be easy for your audience to understand and if you can portray it in your logo design that is even better!
Most importantly, the adjective that you want your brand to own in consumers’ minds has to be directly tied to what your brand promises to consumers. For example, when consumers think of Ritz-Carlton, they think of luxury. When they think of Days Inn, they think of affordability. Both brands deliver on their brand promises, so the adjectives tied to their brands are appropriate. Of course, the more specific your adjective is, the more unique it will be and the better your brand will stand out from competitors.
Determine what adjective you want your brand to own, and then take the time to build your reputation through marketing efforts as the go-to brand for consumers looking for an option that offers what your word describes. Use your adjective in your slogan, headlines, website, Facebook page, and so on. It’s okay to use synonyms so your messages aren’t overly redundant.
Frequency and consistency are essential parts of building a successful brand. In time, consumers will automatically associate your brand with your adjective.
Finally, remember that your adjective will have a significant impact on the overall tone and style of your marketing messages and business communications. The Ritz-Carlton uses very different messaging than Days Inn uses and both business logos are very different. Make sure your style matches your brand promise and adjective.
Author Note: John Williams is Founder and President of LogoGarden.com