You have a name, personality, and identity. It is defined by you, and defines who you are to other people. The same is true of your business. Whether you are running a big corporation or a small family business, your company has an identity.
This identity is your company's brand. While you may naturally have a brand, taking control of branding services can be an important step in making your business stand out from the competition, giving everything you do a sense of uniformity. It lets your customers know what to expect, and helps them know who you are.
Branding is what you use to identify your business. It might include your trading name, logo, and other elements that you use across platforms. It is all the identifying elements as a whole that are used to define who you are.
Branding is important because it helps you stand out from other businesses. It gives you a name that customers can easily remember.
When you think of a brand, you probably think of a big corporation. Within a narrow field such as soft drinks, you can probably instantly conjure up the name and logos of several brands. You know what colors they use, what fonts they use, and what emotions they regularly appeal to in their advertising.
Branding isn't limited to these large scale companies, though. Branding services is just as important for small businesses, it gives you the same type of identity that a customer can remember.
However, effective brand management services is more than just getting your company to stand out. Branding helps your company fit in. It allows you to fit in as part of an industry, as well as part of your customers' lives. It is integrated in local seo services to further push your branding.
Branding gives you the chance to present yourself as the solution to a customer's problem. It ensures that, when they need your goods or services, you are the provider they immediately think about.
This is because branding combines multiple elements to create your company's identity. In having a multi-faceted approach, branding gives your company more ways to stay in a customer's mind.
Branding can also be described as your company's promise to its customers. It tells customers the type of business you are. It allows them to know what they can expect from you.
This is partially a reflection of what your company is and does, and partially a projection of what you want to be. Branding helps you shape your customers' perception of you, it gives them guidance about what they should expect.
Even if you haven't sat down to develop a coherent branding strategy, you probably have an idea of what your brand is. You probably know what your brand stands for, and how this is different from your competition. However, just having an idea of all of this isn't enough.
Every company faces competition, either now or in the future. Even if you are offering a truly unique product or service, before long there will be another company offering something similar. By creating a brand, you give yourself an advantage in any competition. You give your customers something to remember.
Let's look at a hypothetical example. A company offers the first ever dog to human translation device. They enter the marketplace as the only company that has this technology. Their customers see them as a technological innovator that cares about the relationship of pets and their owners.
Before long, though, another company brings a similar device to the market, installing the device in a luxury dog collar. Yet another offers a translation device for cats. A third develops a device that translates human to dog. What was once a one-company-only field is suddenly flooded with competition.
Each company presents itself in a different way, but they all target the same customer base. The first company can market that it was the first to bring this technology to the market, but before long, they might get lost in the shuffle.
However, with a great branding strategy, they can stay number one. They can develop a brand identity that draws on their status as the first to offer this technology. It can remind customers that they were the first to care about the dog-human relationship in this way. Branding can cement their identity in a customer's mind, so that when they are asked to name a pet translator product, they name this particular company instead of its competition.
This is the goal of branding - to shape the perception of customers. Beyond existing customers, branding also reaches the perception of potential customers. This is part of its significance. It helps shape the purchasing decisions before the question is even asked, or before the need for a purchase is even encountered.
Having a branding strategy in place can help a company in other ways, too. A branding strategy can help your company keep in line with perception. Just as branding helps define customer perception, it can also help a company know what customers expect of them.
This is because branding helps keep a uniformity of products or services. Using the earlier example, if the company behind the dog to human translator suddenly developed a grass seed that never needed mowing, it might be a jolt to its customers.
However, if the company had a branding strategy that identified it as a technological innovator who wanted to make life easier, this new product would not be unsettling to customer perception. Branding is a long-term process, and one that doesn't just look at what your company is doing now, but what you want to be doing in the future.
This underscores another important part of branding - delivering a clear message to consumers. A good brand can be summed up succinctly and with ease. The consumer can easily understand what the company stands for. Just as importantly, the consumer can tell somebody else what the company offers.
This is because branding offers a company a clear message. This might be a tagline, the few words that describe the company, or even a brand name. It is something that holds true for every product or service the company offers, now and in the future.
The two sides of the branding coin are credibility and loyalty. By offering credibility, a brand can breed customer loyalty.
This means that the perception of a brand matters to the future success of a company. When a brand is seen as credible, living up to its brand claims, it will instill a sense of loyalty in a customer. Loyalty, in turn, means that the customer will regularly choose that brand over the competition.
Successful branding achieves this without it being overly apparent. It connects with the customer on an emotional level. It shows that the company has the type of "personality" that the customer wants to support. The company becomes more than just the provider of a product, it becomes a trusted friend.
Whether your company is big or small, branding is important. It can work in tandem with marketing plans, ensuring that your company reaches the right customers and is remembered by them.
Marketing and branding both work towards the same goal: getting new customers to your business and bringing existing customers back. Corporate branding can be part of a marketing plan, and marketing can be part of a branding strategy.
Branding provides many of the elements that will appear throughout a marketing plan. A logo, for instance, can be a graphical representation of your business. This can appear on everything you produce: your products, your stationery, your website, and your employee uniforms. All of your marketing should have this brand element to tie it together.
Similarly, your branding can reflect your marketing. If your marketing aims to demonstrate that your company offers a unique product or service, this same concept can be the basis for your branding strategy. Branding and marketing work hand in hand, informing each other and offering uniformity across media and time.
Your branding strategy can also help you focus your marketing objectives. It can help you decide whether you want to be a company that targets individuals or other businesses. It can help you define yourself as a technological leader or a refiner of existing solutions.
Whatever your branding, your marketing can follow suit. Your marketing is a way of broadcasting the ideas and identity created by your branding strategy.
When you have created a branding strategy, it also helps you define exactly who your audience is. You might offer different products that serve very different demographics, but that all aim to make life easier. You might offer a range of services that all cater to a specific demographic.
In either case, your branding helps you and your customers understand who your products or services are for. It allows an individual consumer, whether a person or a business, to know whether you are a good fit for their needs.
For your company, this targeting can also be a way to save money. When you understand the demographic of your brand, you can target your marketing spending. Whether this is traditional marketing, pay per click advertising, remarketing, or search engine optimization, knowing who you want to reach will help you spend your budget more effectively, resulting in a higher conversion rate.
Your competitors have a brand, whether you realize it or not. Even if they haven't developed a branding strategy, their brand is the alternative to you. When you develop a branding strategy, you can set yourself up as the authority in your field.
However, branding is not just an us versus them situation. A good branding strategy looks at problems and solutions from the consumer's point of view. The goal of branding is to be the company that customers remember when they encounter a problem.
For something like soft drinks, the problem is as simple as "I'm thirsty, what should I drink?" The branding strategies of soft drinks companies aim to create a connection and sense of loyalty in customers so that, when they find themselves with the problem of thirst, their company is the one they turn to.
This is at the crux of any successful branding strategy - not to always stand out against the competition, but to create a situation where your company is the only solution a customer thinks of when faced with a problem. The difference between the two is small, but significant.
Branding aims for an emotional connection with the customer, cementing your company in their memory as something that solves their problems. You are a company that they trust, that they can rely on, time and time again.
Branding can happen naturally, but it is best with a strategic approach. Creating your corporate brand can be a big project, but one that is definitely worth undertaking.
The first step in any branding strategy is to define your brand. This means understanding what your company is, what it does, and what it can offer to its customers.
This can be as simple as a single sentence, or it can be a lengthy explanation. In either case, a successful brand will be able to distill the essence of this definition into a single sentence.
This brand identity is the key to any branding strategy. It is used to create the graphic elements, such as a logo and website, as well as any textual content, such as a website description and product names.
A branding strategy is not just about what you are now, but about what you want to be. Creating a good branding strategy involves thinking about your company's future.
This allows you to define what you do for your customers. Going back to the earlier example, a branding strategy can help a company know whether it is the provider of great pet products or innovative home technologies. As importantly, it can help a customer understand what they can expect from a company.
Knowing your brand objectives can also help you define your brand's success. Success can be measured in many different ways. If your goal is to educate consumers, your brand will have different metrics of success than if your goal is to sell millions of products.
Once you understand what your brand is and what your goals are, you need to create a brand identity. This includes all the graphic elements that a customer will recognize.
This part of a branding strategy is something that can require a lot of knowledge and experience. Even small things like logos and font choices can cause different responses in customers. They can remind them of other brands, bring forward certain emotions, and more.
Working with an experienced branding agency is often the best way to ensure that your branding strategy does exactly what you want it to do.
A branding agency can be a valuable asset in creating your company's branding strategy. They can help you work through the process of creating a strategy, brand identity and visuals. A full service agency can also help with the deployment of these elements, from marketing to website design.
Creating a brand strategy often starts with a conversation. A branding agency can ask you to describe your brand, your customers, and your goals. From this, they can help you create the strategy that defines your brand. An agency can help you work out exactly what it is you want to say, and who you are saying it to.
With an experienced agency, creating a branding strategy builds on their knowledge of other brands. It comes with the ability to research the competition and to understand how they have placed themselves. An agency can help you see what makes your company special.
Of course, one of the biggest benefits of working with an agency is having a team of professionals to create your visuals. A great logo design is something that isn't just scribbled out on paper. It takes understanding of design principles, as well as what customers will see when they look at your logo.
An agency can also help you make your brand work for you. They can help you use your branding and brand strategy across your marketing, website, and more. They can help you integrate your brand identity into everything you do.
Your brand already exists. It just needs you to help define it for everyone else. If you're ready to get started on creating your brand identity, and creating a brand strategy, get in touch with us today to find out how we can help.