Your brand is more than just a color scheme and logo. It represents who you are, and what your company stands for. In an increasingly competitive and crowded web, having a strong corporate identity is key to winning customers and building loyalty.
Branding is a complex field, and can mean many things to different people. However, there are a few things that most can agree on. A brand starts with an idea, a value proposition, and a mission. From there, your brand expands outwards, across all of your marketing activities and ideas.
Just like a house needs a solid foundation, so does every marketing campaign need a strong brand to build on. You can’t run an effective social media campaign, or write good copy, or create a banner ad, if you’re not sure who you are.
Brainstorming, Brand Building, and Messaging
The beginning phases of the branding process involve understanding why a company exists. What’s your message? What’s your mission? By understanding the core founding principles of a business, we can begin to develop a brand identity.
The next crucial phase of branding is to establish a unique value proposition. Every business has competitors, and to stand out from the crowd, you need to offer something unique. A new perspective, a unique vision, or even just a lower price – the point is, you need to identify something that you have, that your competitors don’t.
Expressing the Brand
Once you’ve got the concept of your brand established, you need to express the brand. This comes in many forms – print collateral, business cards, a website, and through marketing mediums like social media and email marketing.
Keeping your branding consistent through your communications is key. You want to ensure that everywhere you go, your brand can be recognized, and your voice carries through. By keeping your communications style and visual brand consistent, and using all forms of media to express a carefully crafted message, you can ensure that your business leaves a lasting impression on your audience.
At Tech-Critic, not only do we understand the core principles of branding, we know how to express your brand through technology and new media.
A Brand-Building Strategy
Building a brand is complex and multifaceted project. It requires a deep commitment from everyone involved to really create something great. So many businesses slip into the trap of mediocre brand development, only to suffer the consequences in the future. Some steps required for great brand building include,
- Defining Your Values. Every business has values – something that it stands for. This doesn’t just mean your products and services, but rather the motivations, intentions, and mission of the company. These broad concepts are what your business is built on. Part of the branding process is to define them.
- Develop a Personality. Your business has a personality – a tone that it uses to communicate to the audience. A style of thinking, writing, and working. Many businesses don’t sufficiently develop a personality, or don’t keep it consistent.
- Discipline in Design. With the conceptual identity of your brand established, you need to bring your ideas into the world. In doing so, you need to apply consistency and discipline. All your marketing materials and business assets must communicate the same solid brand image you’ve worked to develop.
Build Your Brand Today
Your brand is the foundation for all marketing efforts. Your branding fundamentally defines your business in the minds of your customers and prospects. Improving your branding means improving your business. To get started, contact our team today.