Branding is one of the most important aspects for successful business marketing.
Ask yourself, what does your brand mean to your business?
Your brand is what makes you different when compared to your competitors. It communicates your unique selling point. Your brand strategy is what works to build a strong, established branding. An effective and well-executed brand strategy gives your business that winning edge.
What Makes Your Brand?
- Promises and Core Values
- Company Story
- Slogan / tagline
- Company colours
- Sound or jingle
These elements create your company’s image, personality and your promise regarding what customers can expect from your products / services. Brand management happens through design and public relations.
- Defining Your Brand
Defining your brand is a journey of self-discovery for your company. It is unavoidable because without it you cannot build a brand strategy.
As designers and digital marketers at Studio93, we help you on your journey. We research and undertake analysis of competitors and of the needs, desires, and habits of your customers.
Questions that are Helpful when Defining Your Brand
- What is your company’s mission?
- What makes your products and / or services different from competition?
- How do existing customers describe you?
- What qualities and attributes have your company?
- Communicating Your Brand
Your brand communicates primarily through your logo. Your logo in turn is placed on all other brand elements such as your website, packaging and all other promotional materials.
- We use a questionnaire or interview to get a clear understanding of what your company and your brand goals.
- We research your industry and similar companies to learn what brand strategies have been effective with their customers.
- Based on our research and the information you provide, our designers begin work on the logo design.
- At a predetermined meeting, we present 3 unique logos for you to consider.
- Together, we discuss the logo and consider any alterations or complete change in direction. After this meeting, our designer/s work on refinement of the logo or move in another direction.
- Step five is repeated until you are satisfied with the logo design and the rationale behind its creation.
- With the finished logo design, we offer brand guidelines. The guidelines contain recommendations on how the branding should be used. Brand guidelines ensure the consistency of the logo, so it is always instantly recognisable when used on all media.
- Brand Strategy
Consistency and strategies leads to strong and resilient brands. It adds value to the company’s reputation, products, and services.
Your brand strategy considers the WHO, WHAT, WHEN, WHERE and WHY.
It also considers:
- The most suitable distribution channels (printed advertisements, social media ads, video ads, podcasts etc.)
- Whether the communication should be visual, verbal, or both
- The timing of brand messages
- You budget
Investing in strengthening and empowering your brand takes time and a budget.
The return on your time and financial investment leads to customer:
- Awareness of your brand
- Positive perceived qualities
- Uniqueness of products / services
- An emotional connection to your brand
- The Benefits of Brand Consistency
- Recognition from the public
- Loyalty and Trust from your customers
- Reputation of your core values
- Love for your brand and your company
- Promotion and sharing of your brand by the public
- Ways to Ensure Brand Success
We understand clients just want to skip the definition / planning stage and get to the effective branding strategy. Unfortunately, it does not work that way.
But, once the brand definition is solid and clear, you are on the way to brand success.
Here are our tips to effective branding success
- Get your logo designed by professional graphic designers. Please do not buy a template. A template will not contain the recipe for a timeless, memorable, unique logo. It will not incorporate you brand definition.
- Develop a slogan or tagline that reflects your values
- Integrate your brand into every aspect of your company – your building’s interior design, your employee’s manner with clients, your email signature, your signage, all promotional material on, and offline.
- Be consistent. If you fail to be consistent with the use of your brand then you will look inconsistent to customers.
- Build guidelines for the use of your brand elements – logo, colours, font, and placement on to background colours.