An effective branding strategy for your business begins with the customer. Identify your target customer, research your target customer’s preferences, and create a branding strategy that will not just appeal to your customer, it will make them want to tattoo your logo on their arm.
What is brand design?
For many people, the concept of a “brand” is interchangeable with the concept of a “logo.” While a logo is an essential component of any branding strategy, it is not the whole thing. Branding is about presentation: it is a way of developing a holistic strategy for how your business represents itself in its communications and interactions with your target audience.
The presentation of your brand is affected by diverse factors including your logo, your website, your business cards, your marketing collateral, your advertisements, your business facility, your agents’ phone manner, the level of customer service you provide, and really anything else that customers might associate with your business. If you run a hotel that puts a little personalized card in the room for every guest when they check in, then that is part of your brand. If you run a lawn service and your employees are faster and cleaner than your competition, then that is part of your brand. Your brand personifies your competitive advantage, embraces the target customer, and makes a memorable impression. Ideally, every business should strive for branding consistency across all customer touchpoints.
Memorable and Reflective
There are two essential points. One is that your core message should be memorable. The other is that your customers should identify with your image.
Make it memorable. Clearly communicate who you are through every act of communication. This includes not only your advertising materials, but your phone manner and your invoices, too.
Reflect your customers’ own identities. Create an identity that makes a statement about who your customers are. Making a statement about your product or service may seem more obvious; and this may be effective, up to a certain point. But beyond that point, to really resonate with your customers, you must appeal to them personally, with brand design that makes a statement of individual identity.
Branding and product design
If your business has several product lines, or especially if you are developing a new product line, then branding is especially essential for your business strategy. Many companies develop the product first, and slap a brand on it after it’s already on its way to market; but you already know that you need a more integrated and consistent approach that includes branding in the product development process from the start. Product design based on your overall brand strategy improves your branding consistency and communicates your marketing message wordlessly. Target your customers well enough and the products just about sell themselves.
Don’t just have a brand: Be the brand!
Often, a company is ready to spruce up its image a bit without doing a complete transformation to their business. Brand updates are a more modest form of rebranding. You’re in business for the long haul, there’s no rush. You can gradually reposition your company over time. At Mardesco, we offer logo upgrades, website upgrades, and graphic design services as you need them. Just give us a call and tell us about your plans. We will help you build the brand that will achieve those goals.