Branding gives your audience a clear sense of purpose and direction– a credible voice and identity that people want to listen to.
Everything we recall about every product/service we have grown to rely on is because of branding. It is the identity that customers use to connect and draw differentiation in a busy market. Branding is a must for every small, startup, partnership and corporation, and here at the Weekday something we truly focus on nailing.
Branding is more than a name or logo
“We looked at our company one day and asked ourselves, who the hell are we...who are we for and how are we any different...even more why do we look so unmemorable.”
A good way to think of a brand is approaching it as a person, each individual has their own personality, sense of style, way of communicating, and collection of life experiences that shape who they are. We all have a different purpose at the start of our day and funny enough these characteristics also make a brand. Defining who its for, what's its tone, and what's it look like are some of the core basics of branding.
Its the branding that creates the bond with customers
People typically don't have relationships with products, they’re loyalty and commitment is to the brand. If no branding were applied to the product of orange soda, your consumers would buy just orange soda and any orange soda, it didn’t matter which as they all taste and look the same.
Think about how Cola Cola has powerfully branded their products. We often can connect the product to an experience such as holidays (those Polar Bears still feel like Christmas magic ).
Sometimes you have to rebrand
Even as a creative agency we weren't exempt from falling into an identity crisis. We looked at our company one day and asked ourselves, who the hell are we...who are we for and how are we any different...even more why do we look so unmemorable. We had worked on so many amazing projects and while we were building strong client relationships but branding didn't represent the cool, change-making, creative folks you would be greeted by on a phone consultation.
Make a connection
Branding is more than a design on a product, a logo, or even some overpromising mission statement. It is about capturing the customer experience, brand promises, company philosophy, image, and culture. Going back to the human example, every individual is unique, and has something different to offer. It is this difference that sets us apart.
By establishing yourself as a brand, you can deeply connect with customers, employees and the general public. This connection is a gradual process which happens with time, but it starts by establishing a good reputation, letting your audience get to know you and ultimately finding memorable ways to communicate.
Need assistance with branding? Schedule a free consultation today.
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