Building a Brand that Stands Out

January 19, 2018

Whether your company has been around for decades or you’re starting a new business from scratch, a strong brand is essential to success.

You might be thinking, “Well I have a great logo!” That’s a good start, but a brand goes beyond just a nice-looking logo. A successful brand not only has a great visual identity (logo, fonts, and photography) but it also has great overall branding (messaging, core values, and brand persona).

A brand helps deliver three main functions to a company’s customers: navigation, engagement, and reassurance.* A strong brand can cut above the noise of other competitors and guide a customer to choose their company’s product. A strong brand also helps reassure the customer that they are choosing a quality product that brings value to their life or their business. And a brand that has a distinctive voice encourages customers to engage and identify with the brand.

Branding also creates consistency so that the end user is receiving the same message about your company whether it’s on your website, in an ad, or through social media marketing.

For long-term success, a brand needs a distinguishable voice and messaging, a timeless look, a comprehensive knowledge of your audience or customer base, and a personality your end users can relate to. When examining how your brand holds up, ask yourself these questions:

  • Does my brand clearly communicate the company’s values and personality?
  • Does my brand have a consistent voice/messaging?
  • Is my brand/logo recognizable?
  • Do we do enough to build awareness of our brand?
  • Do we engage with our customers and guide them to our products/services?

If you answered “no” to any of these questions, then there is room to improve and strengthen your brand. The Brandography branding experts can help bolster the areas of your brand that need help the most. Check out our branding services or contact Brandography today to get started on creating a strong brand identity for your company!

* SOURCE: Wheeler, Alina. Designing Brand Identity. 4th ed. John Wiley & Sons, 2013

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