What is Brand Elevation — and Why Does it Matter?

November 2, 2022

Most entrepreneurs in Louisiana start a business built on their own, individual skill or talent and grow their business through grit and hard work. Usually marketing is not the entrepreneur’s first skill set, so not much intentionality is placed on the act of branding. Aside from creating a name and a logo, business owners typically focus on the sales and operational side of their business, as they should — and don’t give as much effort to brand building.

But here’s what we have learned. Businesses that intentionally invest in brand building have the potential to not only outpace the competition in market share but increase their corporate value significantly.

Positive brand perception has value. And that perception has to be orchestrated through every touchpoint and experience a customer has with a brand. The more positive touch points are created, the better the perception. The more visibility and awareness created in a favorable light, the better the perception.

So the question becomes, how does one elevate their brand to increase positive perception and thereby increase company value?

Brand elevation simply means engaging in an intentional strategy to define and position your brand in a positive and authentic light, then consistently advertise the brand to the public it serves. Success would mean that your target audience has a heightened and favorable perception of your company, so much so that your brand becomes the preferred choice when a customer is in the consideration phase of purchase.

In my 25 years of experience serving clients at BBR, I’ve seen a range of challenges faced by business owners and marketing professionals, but one challenge often remains at the core — branding. Whether it’s lack of clear and consistent messaging or perhaps an outdated logo, it’s imperative to have an experienced marketing guide alongside you to generate strategic questions and spark meaningful conversations to move the needle in elevating your brand. In fact, our rebranding checklist has received thousands of downloads to date as a tremendous resource for those seeking branding guidance.

Here are additional ways to elevate your brand:

  • Take a look at your logo and update as needed. Is it professional? Does it clearly relay who you are and the service you provide? Can it compete at a national level?
  • Do you have a brand standards guide? If not, establish one. This is a key tool to communicate guidelines that can be used both internally and externally with all marketing vendors.
  • Create a brand platform that defines your brand personality, promise, core values, mission, vision and value proposition. Once created, have your team practice remembering these critical elements so you can all be on the same page.
  • Are you effective and consistent when speaking about your brand? Create compelling brand messaging to use consistently when communicating to all audiences.
  • Create a descriptor or tag line that best represents your company. This is the second thing (and defining line) consumers will take away from your brand, after your identity.
  • Consistently use your brand across all platforms, marketing and PR programs. This means that in simplest form, your logo featured on your website should match what’s on your social channels, printed materials, TV advertisements, sales presentations and any other brand displays.
  • Do you know who you’re speaking to when communicating your brand messaging? Be sure to identify your target audiences and create a persona for each including tone and voice so that your message resonates.
  • Work with a marketing strategist to develop a marketing blueprint or annual plan to promote your brand via the channels that best reach your target audience. Custom strategies help to save time and money.
  • Develop a timeline and budget for a comprehensive marketing program.
  • Have an outside firm conduct an objective look at marketing efforts and provide an enhanced strategy for the organization moving forward. Who knows, they may notice something you haven’t or could very well validate a priority you’ve been putting off.
  • How are consumers experiencing your brand online? Assess all digital properties and provide recommendations for online presence improvement.
  • Explore use of Public Relations strategies, too!

Remember, you are creative too.