Hot Take: Marketing Isn’t About You
A marketer’s job is to connect your “product” to your target audience. Your brand identity—logo, tagline, mission, values, design, and messaging—shapes audience perception. A strong, cohesive brand identity is crucial. Remember, 55% of first impressions are visual, and consistency can boost revenue by 20%.

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

Sources:

Share the Post:

Related Posts

Nektor Media Claims Top Honors at the Netty Awards

September 9, 2024
Nektor Media has earned the coveted title of ‘Best Integrated Marketing Campaign (Healthcare)’ at this year’s Netty Awards for their exceptional work on the Agape…

Marketing as a Service

August 8, 2024
Marketing is often the first expense cut and the last added. Effective strategies vary by company size and goals. From startups to global brands, marketing…

Font Installation Guide: Yes, the Font Does Matter

June 6, 2024
Fonts are a core element of your brand or project. Learn how to install across operating systems to enable on-brand content and design!…

Different or Differentiated?

June 5, 2024
Ever seen a commercial and thought, “What was that about?” Every company wants to be unique, but sometimes they overdo it. Effective differentiation creates memorable…

Nektor Media Claims Top Honors at the Netty Awards

September 9, 2024

Marketing as a Service

August 8, 2024

Font Installation Guide: Yes, the Font Does Matter

June 6, 2024

Different or Differentiated?

June 5, 2024

Accessibility Statement

At Nektor Media, we are committed to ensuring digital accessibility for everyone, including individuals with disabilities. We strive to continually improve the user experience for all visitors and apply the relevant accessibility standards of WCAG 2.1 (Web Content Accessibility Guidelines).

If you encounter any accessibility barriers or have suggestions for improving our website’s accessibility, please contact us through our Contact Form and we will work to address the issue.

Privacy Policy

1. Introduction

Welcome to Nektor Media (“we,” “our,” or “us”). We are committed to protecting your personal information and your right to privacy. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website https://nektormedia.com (the “Site”).

Please read this privacy policy carefully. If you do not agree with the terms of this privacy policy, please do not access the site.

2. Information We Collect

We collect information in two ways:

  1. Information you provide to us:
    • Personal information that you voluntarily provide to us when you fill out forms on our Site.
    • This may include your name, email address, and any other information you choose to provide in the form fields.
  2. Information collected automatically:
    • We use Google Site Kit, which integrates several Google services to collect and analyze data about our website visitors.
    • This may include information such as your IP address, browser type, operating system, referring URLs, device information, pages visited, and the dates/times of visits.

3. How We Use Your Information

We use the information we collect for the following purposes:

  • To respond to your inquiries or requests
  • To provide you with information or services you have requested
  • To improve our website and user experience
  • For internal record keeping and administration
  • To analyze website traffic and optimize user experience using Google Site Kit

4. Google Site Kit

We use Google Site Kit to help us understand how visitors interact with our website and to improve our services. Google Site Kit integrates several Google services, which may include:

  • Google Analytics: for website traffic analysis
  • Google Search Console: for search performance data
  • Google AdSense: for advertising performance (if applicable)
  • Google PageSpeed Insights: for website performance data

These services collect non-personally identifiable information which may include:

  • Website traffic data
  • Search query data that led to our site
  • Indexing data
  • Data about how visitors interact with our site
  • Website performance metrics

This information helps us to improve our website and its content. Google’s ability to use and share information collected by Google Site Kit is restricted by the Google Site Kit Terms of Service and the Google Privacy Policy. You can learn more about how Google uses data when you use our site by visiting https://www.google.com/policies/privacy/partners/.

5. How We Protect Your Information

We are committed to ensuring that your information is secure. We have implemented suitable physical, electronic, and managerial procedures to safeguard and secure the information we collect online to prevent unauthorized access or disclosure.

6. Third-Party Sharing

We do not sell or lease your personal information to any third parties. However, aggregated, anonymized data collected through Google Site Kit may be shared with Google as part of the service’s functionality.

7. Cookies and Tracking Technologies

We use cookies to improve your experience on our website. These cookies may collect non-personal information. You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer.

Google Site Kit may use cookies to collect information. You can learn more about how Google uses cookies by visiting https://www.google.com/policies/privacy/partners/.

8. Your Rights

Depending on your location, you may have certain rights regarding your personal information, such as the right to access, correct, or delete your data. Please contact us if you wish to exercise these rights.

9. Changes to This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.

10. Contact Us

If you have any questions about this Privacy Policy, please contact us