There’s a whole lot more to your building a brand than just a logo and a witty tagline. Branding is one of the most important aspects of any business and an effective brand strategy can give you a major edge over your competitors. Brand building takes creativity and imagination and fuses it into a brand strategy that communicates your value proposition and differentiates you from your competitors.
Quite simply, your brand is your promise to your customers. It tells them what they can expect from your products and services, and differentiates you from your competitors. Your brand image is the entire sum of what your business does and the brand experience that your customers have with your business.
Make Your Brand Meaningful
What makes your business different from the competition? When we help our clients develop a brand strategy we look for consistency in communicating brand values and delivering an authentic brand experience. With a strong brand strategy in place, we then develop integrated branding graphics and marketing messages that amplify the essence of your brand and help you build brand equity with your loyal customers.
Develop A Brand Strategy
A brand strategy is the promise you make to your customers that lets them know what to expect every time they interact with your business and it’s products and services. Your brand strategy reflects how you serve your customers, provide value to them and make their lives better. Defining your brand strategy is like a journey of business self-discovery.
While developing a brand strategy to build your brand can be complex, at the very least you should know the answers to these questions:
- What is your company’s mission?
- What values are important to your company?
- What are the features and benefits of your products or services?
- How are you different from your competitors?
- What qualities or attributes do you want your customers to associate with your company?
Live Your Brand
Your brand has to talk the talk and walk the walk. Building and maintaining a successful brand means you must represent your products and services and the way you conduct business in a way that is always aligned with your brand values. For example, if being eco-conscious and â€œgreenâ€ is important to your business, you should use recycled paper, recycled packaging, and recycled shipping materials to reinforce this brand value. When customers think of your brand it is all about their perception of your business and your reputation. As consumers, most of us prefer to do business with businesses that we have a sense of personal connection with. Therefore, it is only when your customer experience is consistent with your brand values that you begin to capture the essence of your brand and inspire brand loyalty.
Build Brand Equity Through Consistency
The foundation of your brand image is your company logo. A unique, distinct logo design will do wonders to elevate your brand image above your competitors. Business collateral such as your website design, product packaging, brochure design and business card design are all components of your overall brand strategy and should always communicate a consistent brand image and value proposition to potential customers.
We work with our clients to redesign their website and business collateral so that the brand image associated with your business always communicates and amplifies your company’s core values as well as the benefits of your product or service.
Consistent strategic branding will eventually build brand equity which can add value to your products and services over time. An example of brand equity is Pepsi versus a generic soft drink. Because Pepsi has built their brand equity over time, they are more recognizable to the public, have more loyal customers and can charge more for their products.
Are You Ready To Build Your Brand?
Contact us today and let us help you develop or refine your brand strategy so that you can better communicate your brand values, inspire brand loyalty and build long-term brand equity for your business.