The Phases of Brand Fingerprinting Process
Today’s commercial market runs by the name of brands, there is nothing that can come in the way of your business’s success once your brand name becomes recognized. All humans have specific fingerprints and other characteristic and a personality that makes one different from the other. Similarly each business, irrespective of the fact that there are several other businesses with the same product and services, has its own identity and recognition. However, this uniqueness is not inherent, it has to be acquired and the best way to do so is follow the process of brand fingerprinting.
Marketing is the essence of any business and within its realm is the genre of branding strategy which is equally important. These encompass the various strategies, suggested by people like brand strategy director Jonathan Disegi that help in regulating the profits of a business. The intangible attributes assigned to the organization can be realized with the uncovering of the process of brand fingerprinting. The integrity and innovative ideas of the business are converted to tangible and visual attributes before the target consumers, with which they can easily relate.
There are basically two phases of this process, the first one is the Strategy and the second one is the Visual Translation. In the first phase, there are a number of steps involved. It begins with the identification of the business’s character, personality and above all the brand values. The next step encourages you to keep a track of the competitive landscape, so that you are aware of your position and hence become better equipped to raise it if required. Knowing your placement in the market is the third step of this phase; while the fourth one is to develop your value proposition.
The first phase could be considered to be like the traditional ways of developing the brand; the core values form its basis. But there are certain differences in the way of its operations. This phase does not merely concentrate on brand development but also on the ensuing visual translation.
The phase of visual translation involves three simple steps- development of the brand mood, seeking out the key elements of the brand and developing and chalking out a roadmap for your brand. After gathering all the information from the strategy, this phase begins its work of translating those into visualizations, and making the visible brand fingerprint. These are things that people associate with and are able to decide easily whether or not to surrender their loyalties to a particular brand.
Once the brand fingerprint, gets imprinted on the minds of the targeted people then it is merely the sight of a particular color and sign or symbol that helps them recognize the brand without any effort. Such is the magic of this marketing strategy, and hence it is so strongly promoted and recommended by Jonathan Disegi, the Brand Strategy Director and a post graduate student of the Columbia University.
The need to connect to the emotional side of people is very integral to any marketing strategy and this is what can be counted as one of the several benefits of this process of brand fingerprinting.