17 May BRAND INVESTMENT
By Tyler Royer | May 17, 2018
A company’s brand is their fingerprint. Branding is what sets you apart from a crowd and helps cut through the crowded marketspace. Where most people fall short with branding is that they think they’re done once they have a logo. This is just the tip of the iceberg. Branding consists of both tangibles (visual identity, storefront, website) but also includes intangibles (personality and word choices).
What do you think of when someone says Apple, Coca-Cola, or Ford? You think about more than just their logo, right? Do you picture their products, or commercials, or storefronts? Do you have strong feelings towards any of these brands? If the answer is yes, that is the result of good branding.
Branding is much, much, more than how you look, it’s how you make people feel. Branding helps create a dialogue between your company and your customer. Think of the examples I listed earlier, there is always conversation about these brands (Team Apple vs Team Android, Coke vs Pepsi, Ford vs Chevy). Regardless of what side of the argument someone is on, branding is an influential factor. These companies have spent time, money, and strategy into creating positive relationships with their customers to the point where they will defend the brand.
To make someone feel this way about a brand, you don’t stop at a logo or an ad. These companies invest in branding to deliver an entire brand experience for their customers. From the way they look, to the way they talk to their customers, and how they communicate with them. All points of their brand (visual, personality, communication methods, and an understanding of their target audience), is what creates an effective brand experience.
Where to Investment Your Time and Money:
Visual Brand – Apple for example, as a tech company, has the visual branding and voice to complement their market and consumer base. Their logo, products, and website all have a cohesive, slick, modern touch and feel. Would it make sense for Apple to have a hipster coffee shop logo? No it wouldn’t. This is your first impression with customers, make sure it properly reflects you.
Brand Voice – Brand voice and personality is the content supporting any visuals. If these don’t match, it can cause a brand disconnect. Apple’s website and ad copy has short, empowering copy that works with the identity and personality of the brand. Imagine a company like McDonald’s having a serious tone in their ads. It would feel a little weird wouldn’t it? Invest the time in finding a tone that complements your brand, not undermines it.
Communication Channels & Target Audience – You can have the best product and ad campaign, but if it isn’t reaching your audience, it’s wasting time and money. Understanding your audience’s preferred methods of communication is vital for your brand. Using Apple again as an example, since they sell consumer electronics, Apple customers consume information electronically, therefore the bulk of their ads are digital. A retirement home however, would be better suited using more traditional methods of communication, like newspaper or radio. Understanding how to communicate with your customers is working smarter, not harder.
Putting It All Together:
Every item on this list builds and supports on each other. If you neglect one, the others can suffer as well. If you invest in your brand, consumers can feel included, which in turn creates brand loyalty (which is always a good thing). You don’t have to be a brand giant like Apple or Coke to invest in branding; whether you’re a company of one or one-thousand, good branding is going to result in some positive ROI.
Ready to invest in some kick-ass branding? Drop us a line at firstname.lastname@example.org to see what’s possible!