Today there are a plethora of digital communication tools that can be used to engage our target audience. From social media, websites, and blogs to new IP targeting tools. It seems that the options are endless and more innovation is coming to the market daily. The marketing sector has more option than ever before, but as a crowdfunding campaign manager, how do you continue to innovate and grab the attention of the consumer, and engage them to most importantly keep their attention and engagement? A digital presence is vital for any crowdfunding campaign, but it is also important to keep your brand tangible.
A strong brand presence is always the result of intelligent effort. Insights are not captured from holding an internal meeting with a company’s marketing team. Insights are not captured from solely speaking to a few employees. Insights do not come from guessing who the customers are and then mapping out what the team thinks they think. While these efforts contribute to the discovery process — alone they are not a rigorous approach.
Innovative strategic work transforms brands and shifts perceptions, quality work is grounded by insights. Insights derived from qualitative and quantitative research focused on the customer, the offering, and the crowdfunding campaign’s brand. Insights don’t just appear. They are sought out. They are discovered. They are revealed. It’s a process. It takes strategic business planning. Crowdfunding is a business strategy and must be approached as such.
What might not be clear is that while many crowdfunding campaigns use the words customer discovery, but not all discovery processes are the same. And neither are the outcomes of this vital process. The objective of the discovery process is positioning the brand and articulating its value proposition — is to identify a brand’s unique point of difference before launching a crowdfunding campaign, but during the pre-launch phase of the campaign. Asking the questions over and over again What makes a brand special, better or different? The point of differentiation must be connected to data-based evidence, meaning it must be defendable, ownable and true.
Brand 101: A brand represents everything you are as a company. Everything that you say and do shows your prospective customer who you are. It’s your “dress,” the way you talk, your slogan, your signage, your messaging, your social media sites and so much more.
To figure out who you are as a brand, ask yourself these questions:
- What is my positioning statement? (Where is my space in all of this clutter? What does my company offer that no one else does? Why are we special?)
- What is my messaging platform? (Why should anyone care? What’s in it for my customers?)
- What’s my brand persona? (Who is my target customer? Who is my company?)
- Positioning and messaging are a huge–and often underplayed–part of a company’s brand.
It’s time to start working on the visual components of your brand. When creating your brand, it’s important to take its various components into consideration: logo type (the word), mark (commonly referred to as a ‘logo’,) and color scheme.
- The logotype is a distinct font that represents your company. It should be meaningful to your brand.
- Bold, curious, flirty, simple–fonts speak visually to your prospective consumer and should be an extension of your brand persona.
- The logo, or the symbol, supplements the logo type. If your brand is edgy, be edgy! If your brand is laced up, be more formal. However, always remember that your logo should help you make your mark on all things visual.
- It should work well in black and white, not just in color.
- Additionally, you should be able to use this mark on any design work–print or online.
- Think about how it will be displayed on social media, on eblasts, on brochures, on t-shirts, or on uniforms… just to name a few visual outlets.
- The color scheme. It should use one or two primary colors, one accent color, or colors of differing value.
- Creating a strong brand color scheme will facilitate your brand’s flexibility across print and online, and it will also help make your brand visually appealing.