There’s no doubt about the fact that branding is a key component that can make or break a business’ in the long term or sometimes even in the short term. But in today’s primarily digital marketplace, what exactly constitutes branding and how can we make it work for our business? Here are some hints to move you in the right direction.
What is branding?
Branding used to be more focused on design where it would focus on key elements of your overall visual design theme such as a slogan or a logo. This would be the main way that you would differentiate your business from the competitors. The Nike “swoosh” is a perfect example of a super simple and extremely effective branding logo that is still highly recognizable even 45 years after its initial inception.
Branding & Your Customers
The most important element of a branding strategy is that it contains key components that reach your customers and sticks in their minds. The Nike “swoosh” is one of the top examples of that. However today in the digital landscape it’s much more difficult to catch people’s attention.
Still, the same principles apply. Key objectives that you want to achieve with your branding include:
- A clear message
- Credibility in a given industry or space
- A motivation to buy
- An emotional connection
Your Brand Story
Part of developing an effective strategy is understanding truly how various elements of your business “speak” to your customers and how it will continue to speak to them into the future. It should, above all, give them a reason to trust that your business will deliver, both in terms of product value and customer service.
Your story tells the purpose of your business – not just the purpose of the product(s) or services you offer, but about your mission, values, and so on. To this end, it should, like any other story, illustrate a starting point (problem), middle (how you came to a solution), and end (success/value). When this story resonates with your customers, you have a better opportunity to engage them and keep them loyal over the long term.
Your Brand Should Convey a Core Purpose
The way that things are designed does have an impact on how we live, and your brand should be representative of the value that you add to your customers’ lives and even the world. For instance, a company with an environmental logo would do well to have something representing nature, such as a green leaf or tree.
Whatever your branding strategy is, it’s crucial that you take the time to develop a clear picture of who your current and ideal markets are, what they value, and how they perceive visual and textual representations of your company. Your goal will be to create a lasting impression, so it’s important that you make it count from the get go.
Want to learn more about creating a branding strategy that fits your business? Contact us for more information.