The secret to successful branding
Consider the image above and the following:
- Is this a logo?
- What does it make you think and feel?
- Does this look like an established brand?
- Does this convey a trustworthy brand identity?
- Would you buy from this company, or would you research other options before going with them?
- How much would you pay for a product or service from this company—a lot or just a little?
What if we change it up a little bit? How do you react to the logo below?
Most importantly, what do you think this company is selling? Would you buy bananas, baby clothes, or financial services from this company?
A marketer’s job is to connect your “product” to your target audience. Your brand identity is a key component of that. A brand identity includes your logo, tagline, mission, vision, values, brand design guidelines, narrative, and core messaging. Each of these elements is necessary for shaping your audiences’ perception about your brand.
Your logo is one of your most important brand assets. If your target audience perceives it as being low-quality, disconnected, or too obscure, your logo will negatively impact perception of your brand. In most situations, our markets are inundated with companies competing against each other. You must use every competitive differentiator to your advantage.
Understanding what makes your target audience tick and what captures their undivided attention is a fundamental factor to your marketing activities. This will shape your visual brand identity and messaging.
Think about your company’s brand identity. What does its name, colors, messaging, and symbolism convey to you? Now consider your company’s target audience(s). Do you know what they’re looking for when choosing their vendor, supplier, or retailer? How does your brand identity reflect that instantly? If your answer is, “It doesn’t,” then you should consider rebranding.
Now consider your website, business development materials, swag items, and promotional messaging. Are the pictures, language, and assets consistent with what your audience finds intriguing and engaging? Does the quality of your design and messaging convey DIY or polished and professional?
A company’s identity must be shaped around what its customers find attractive and interesting. Your brand matters:
- 81% of consumers need to a trust a brand to consider buying
- Signature brand color boosts brand recognition by 80%
- 77% of consumers prefer shopping with brands they follow on social media
- 65% of consumers say a brand’s CEO and employees influence their decision to buy
- 55% of brand first impressions are visual
- Branding consistency can increase revenue by 20%
- You have 7 seconds to make a first impression
If your business is in the commercial and industrial space and you think this doesn’t apply, remember that all your customers are consumers too. How a person views a brand translates across sectors.
Start-ups and companies outside of the consumer-packaged goods industry tend to create identities and push messaging that matters most to them instead of putting themselves into the shoes of their target audiences. Your most impactful marketing asset is your brand identity. Your sales depend on it.
Written by Andréa Kohalmi
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