Capture attention. Encourage recall. Drive purchase.
These are likely to be your top considerations when starting a business. You want to catch your customers’ attention. You want to stay on top of their minds. And most importantly, you want them to buy whatever you are selling.
The Business of Branding
The term “branding” has been bandied around for years. Some really understand what it is about, while others have no clear concept of what branding truly is. To cut it short, branding is not merely a logo or a name. While these are key elements in making your brand known, these are just components that make up a bigger picture.
Branding is the sum of the efforts to differentiate your product amidst the sea of competitors. It is the way that you present your product that will create an image in your target customer’s mind or an emotional reaction. It is both the perception of your brand and how it relates to your customers, as well as your customer’s experience when interacting with your brand.
When you are starting a company, you may struggle with the branding side especially if that is not your cup of tea. It is best to ask for the expertise of branding experts who have immersed themselves in the business of brands. They know how to successfully create an image that will resonate with your intended audience.
A successful brand is a key to a successful business. When you want your offering to be accepted and patronized by your market, then you have to make sure that you have your branding down pat.
What is the common scenario that is happening?
As a business, you deeply try hard to grow and chooses digital marketing medium to grow your brand and engage with your customers. You set up social media pages on Facebook, LinkedIn, Twitter, Pinterest, write blogs and send some emails to some prospect list that you have – You will wait for the results to fill your leads list. Nothing great happens. Then you forget about updating your social media, mailing and you don’t take seriously on writing blogs.
In this modern competitive digital era, branding is not something which was used to be. The days are gone where a business can get customers highly from giving ads on Magazine, Radio jingles or some newspaper ads. Today, the Internet is the highly preferred choice for businesses when it comes to brand them and get leads.
So, what you should do?
There is no argument about business owners promoting their brand by themselves, but these are often limited to some extent or leads to inconsistency. As your business grows you will need to consider hiring a brand agency that can effectively build your brand, put you in front of the customers and audience in a right way, and drive sales that you are not expected to.
For most businesses, they shouldn’t be doing traditional digital marketing at all. Instead, they can hire a creative branding agency that can differentiate you with the online crowd and generates the leads. If you think that working with such agencies needs huge cash, you are wrong. Many small and medium-size businesses are enjoying the benefits of working with creative branding agencies at very affordable costs.
If you are on the edge about hiring an agency, here are three services that a multi-disciplinary branding agency can provide to help build your brand and, ultimately, your business:
1. Brand Strategy
You must have a clear brand strategy when you start a business. This not only assures you that you will have a defined direction, but it will also save you money down the road.
Failed branding can cost you a lot of money and might even damage your reputation. With a precise and thoughtfully crafted brand strategy, however, you will be able to avoid such costly mistakes.
Having a clear-cut vision and mission when it comes to your branding efforts will allow you to discern how to stand apart from your competitors. It will also allow you to create specific plans – such as your marketing, advertising, or sales plans – that are synchronized with your branding objectives. This, then, will help you to effectively communicate with your target audience, and will eventually convert to sales.
Purposeful design is also part of a successful brand strategy. When you are starting your business, you would do well to ask for the services of a creative design agency that will translate your ideas and business objectives into a masterful design.
An insightful creative agency will design your branding materials in a way that will be cohesive across all platforms. It should be rendered in a manner that will still put your brand in the best light possible, whether it is on the company stationery, in billboards, or online.
Design is not only found in the things you see, mind you. Design is also in your business processes and workflow. It is in how you design your packaging, how you choose your raw materials for cost-effectiveness, and how you apply the various artistic expressions of your brand to create a holistic brand experience for your customers.
3. Experiential Branding
One of the most important aspects of branding today is creating experiential activities that your customers can relate to. Such an activity – be it an appreciation dinner, a test drive on a race track, or a taste test kiosk – will provide a venue for you to interact with your current and prospective customers.
Experiential branding allows your target audience, as well as those who have the inclination to become drawn to your brand values, to establish an emotional connection with your brand and offers. By giving them the chance to indulge their senses, you are also creating a bond that will resonate with their own experiences. This will pave the way for better brand recall.
If your efforts are fruitful, then it will also lead to brand loyalty.
Brand Your Way to Success
If you want to have a successful business, then you should incorporate branding right from the start. It should already be in your business DNA so everything is synchronized and unified.
Branding should also be inherent in your company culture, with every employee living and breathing the brand. Each one should be a brand ambassador, speaking in the company’s unique tone of voice and exemplifying its values. This ensures that at every customer touch point, the brand is consistently seen and experienced.
As a famous writer once said, “Marketing is not an event, but a process: It has a beginning, middle, but never an end. You improve it, perfect it, change it, even pause it. But you never stop it completely.”
So, find out how creative brand agencies like Zaman can help you in strategic creative direction.