Branding isn’t just for retail, business-to-consumer companies. In today’s competitive world, branding will help all types of businesses increase sales while also protecting and extending the uniqueness of your service or product. Whether you manufacture screws or superconductors, branding is essential for your business.
Your company’s website is the front porch to the sales department. Blogs lead there. Google leads there. Organic search leads there.
In most markets today, there is little difference between products in purely functional terms. Sure, you feel your product stands head and shoulders above the rest. But chances are, customers think they’re all pretty much the same. So what tips the scale?
Here’s a bet for you. I bet that you think your product/service is the best in its category. Absolutely. No questions asked. Right?
OK. Then I bet you’re telling that same brand story on your website, in your blogs, eBooks, social media, and so on. You’re the best.
There’s a problem though.
I saw a terrific video the other day from Mark Schaefer titled: What you’re selling may not be what they’re buying. Essentially, he was talking about all the marketing firms and advertising agencies that are selling content marketing, when only 20 – 30% of their audiences have a clue what it is.
While a logo is not a brand per se, it represents your brand. One of the most important considerations when designing your logo is the typeface. This will set the tone and communicate an emotional message. The typeface selected will add personality, and needs to be chosen carefully.
Serif typefaces are those that have edges at the ends of the strokes. They represent a look that is more formal or traditional in style. They relay a sense of respectability and reliability. Serif fonts are often used for law firms or accountants – business that rely on building a strong degree of trust with their clients.
Gone are the days when you could promote your brand simply by placing buys on TV, on radio and in print. The media landscape has changed dramatically over the past few years, and seems to be changing faster and faster as new opportunities enter the marketplace.
Because of all the fragmentation between traditional, online and new outlets like influencer marketing, it’s more important than ever to have a strategic brand identity and message that works across platforms.
With all the clutter in the marketplace today, how on earth can your company not only stand a chance, but actually stand out?
Brand architecture is the hierarchy of brands within an organization. It is the way in which the brands under a corporate umbrella are related to, and differentiated from, one another. For example, Apple is a technology company that sells computers, tablets, phones and music players. Apple is the corporation, while iMacs, iPads. iPhones and iPods are some of the sub-brands that fall under the corporate brand, resulting in its architecture.
By definition, a brand strategy is a long-term plan for the development of a successful brand, in order to achieve specific goals. According to Hubspot, there are seven parts to a comprehensive brand strategy.
Your brand’s purpose is more than a promise, it’s what separates you from the competition. It’s your reason for existing. What is the purpose behind what you do?
It is important to make sure all of your messages, from ads to social media posts, align with your brand. Even a small misstep here can throw your strategy off track. This doesn’t mean that everything needs to look exactly the same or follow the same template, but that your messages elicit the same emotions from your audience.