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As an entrepreneur or small business owner, have you considered the importance of your brand?
First, let’s define what a brand is not. A brand is not your logo, name, tagline, or even the product or service you offer. These are very granular, while a brand is a much larger picture.
A brand is an idea or, better, a promise to your intended customers. It carries your unique identity and a story that your customers will remember when they think about your company, product, or service—ideally when making a purchase decision. A brand helps to bring all the puzzle pieces together and collectively demonstrate your company’s voice, message, and image. Jeff Bezos said, “your brand is what other people say about you when you’re not in the room.”
And because a brand is a promise, you must keep that promise in everything you do—from how you treat your customers and employees to the qualities of the product or service you offer.
When you’re building your brand, you should be considering the following questions:
In other words, everything you do around your brand should reinforce your promise, from its intangible qualities to its physical attributes. These actions build brand consistency and, ultimately, brand integrity and memorability.
As the old saying goes, “sales follow awareness.” As a result, memorable brands drive interest, action, trust, and, ultimately, sales. Well-positioned brands can evoke fond feelings, act as silent persuaders, and encourage purchasing behavior. Great brands establish a personality and a clear reason for existing. And most importantly, they stay true to that reason. A brand can grow and evolve but must remain true to its fundamental promise within the organization and in the marketplace. Take a minute to think about a brand that has had a lasting impact on you. What emotions does it evoke for you?
When built with a strong foundation, your brand can be one of the most valuable assets in your organization. Developing a solid brand with purpose and intention will help you stand out in your industry and build long-lasting customer trust and loyalty.
How is your brand positioned with your audience, marketplace, and competition?
After understanding more about the importance of branding, it’s easier to see that positioning your brand for success is vital to making a unique impression and standing out online and offline. The question is, how do you set up your brand for success? Where does this process even begin? Not to worry, that’s where we come in.
When Method Digital Marketing works with a business to develop a brand, the first step will always be brand positioning. Three C’s need to be considered in this process: company, competitors, and customers. We’ll roll up our sleeves and take time to work with you to break down the three C’s for your business and how they convert into a strategy for positioning your brand.
After establishing the foundation for your brand, our Method Digital Marketing team will develop your brand standards and design. We’ll work with you to create the look and feel so that it’s ready to show to the world. The brand standards will be cohesive after the brand positioning process. Doing this hard work first will serve as a reference point and provide an answer to “why” in every future strategy.
Brand planning and development are always the starting point for any new branding or rebranding effort. This process is where the three C’s come into play: company, customers, and competitors. The first “C,” company, is the time to identify the mission, vision, and values. What makes your company stand out, and what is most important?
We’ll start by focusing on your business’s core values and developing the brand promise and story. We’ll then move on to the next “C,” customers, helping to understand your customers and define your target audience (s) so that you can position your brand accordingly. We will get very specific about the characteristics of your customers and develop key buyer personas. Lastly, we’ll look at the final “C,” competition, and see where your business lands. Is there a gap in the market that you’re trying to solve? What makes your brand stand out in this landscape? Together, we can guarantee that your brand is ready to make its mark.
We abide by the “get it right once, then repeat it everywhere” mantra for branding. Brand consistency is critical to maximizing audience awareness. It helps to build trust from your customers and recognition with your prospects. It gives your brand its identity and distinguishes you from your competitors. To help with this consistency, we will build a “how-to” manual for easy reference on the ins and outs of your brand. A guide that will help to be your reference point in every marketing tactic or new campaign. This guide will help keep your brand consistent everywhere, across all internal and external communications, online and offline.
A well-designed and executed brand is the silent persuader that leaps into your customer’s minds, affirms their choices, builds their loyalty, and reinforces your business. Now, it’s time to bring your brand to life with a new look that aligns with your vision! Method Digital Marketing will take your brand and create the visible mark, logo, and tagline representing your business’s tangible and intangible components. We will work closely with your team to ensure that the visual representation manifests your brand promise.
It’s time to show off your brand! From branded SWAG to fully built-out “store within a store” retail initiatives, we’ve been the thinkers, creators, and doers behind promoting brands at all levels. Whether it’s new business cards, trade show displays, or in-store campaigns, our goal is to bring your brand vision to life with every asset.