The purpose of a Brand is to express your company’s unique personality, purpose and values to your potential customers. A Brand Agency can create an identity for you with these factors in mind and which will be recognisable and rewarding in terms of business growth.
A Brand Agency will:
Gain a thorough understanding of your business needs, goals and values.
By gaining a thorough understanding of your business, they will be able to produce a design that reflects what you want for your business.
Identify your target markets
Identifying your potential clients is a key factor in your branding strategy. Your “look” will position your brand correctly and add an emotive factor that sets you apart from your competitors. Your brand image can be; bright, dark, serious, fun, professional, established, quiet, loud and so on. It should reflect who you are and have high appeal to your target audience.
Define your product/service appeal
By defining your product/service appeal they will be able to create a design that highlights important factors and makes the design appealing to your target market.
Discuss forms of communicating your identity to your potential market
There are many promotional options to get your company known. For instance you might like to have vehicle signage, billboards and banners. These marketing options allow you to use your identity to show customers that you offer something that they need.
Create a Brand that works for you
With so many options of gaining attention for your product/service, you need a Brand that stands out from the crowd. After all, this is what your customers will think of when they hear/see your name.
Manage your Brand to ensure that you get the best results
By working closely with you a Brand Agency will be able to develop strategies which will ensure that your message is clear, consistent and most of all catchy both in the short term and long term.
Whether you are a new or existing business, hiring a Brand Agency will provide you the assistance you need to create your unique business personality with a whole new design or a refreshed version of your existing Brand.
For a more in-depth review, Jag offers a free, no-obligation personal assessment of your existing or proposed new brand.
Not only is branding about your target market choosing you over your competition, it is about giving potential clientele a solution to their issue, by providing a trusted brand.
With a clear branding strategy your customers will be able to remember your business through your logo / image and/or your brand name. If your customers come across a shelf full of products, which all appear to do the same thing, but they recognise your branding and therefore purchase your product, you have gained the trust of that customer. If they are happy with the product you also gain brand loyalty, not to mention that they will most likely recommend your product on to their friends and colleagues.
Branding also tells your customers that you are serious enough about your business, as you have spent time and money on producing a brand that represents your business and it’s products / services. People tend to stick to brands that they know and trust and because of this they want to be reassured that you are in this business for the long haul and not just for the next five minutes.
Branding produces an image of your business. Let’s say you sell toothpaste and you have established a brand, but let’s imagine your ‘branded’ toothpaste sitting on a shop shelf next to a ‘non branded’ version of your toothpaste. Here we have a scenario that is offering exactly the same product but just different packaging. The customers are going to think that the ‘branded’ version is of a better and higher quality than that of your ‘non branded’ version - when really they are the same product.
Another great thing about branding is that it allows you to associate your different products. If customers know your brand, they are more likely to purchase other products in your range, because they associate it with another product they know works for them.
In order to get a branding strategy that works for your business, it’s a good idea to employ the services of a brand consultant. They will be able to assist you in defining what it is that you want to achieve for your business.
Successful brand development involves developing a brand identity which when delivered in marketing & advertising campaigns, will express your company’s unique personality, purpose and values to your potential clientele. Your brand must intrigue your customers immediately; it needs to make them want to know more about your offering. Clear consistent branding is a powerful marketing tool for your business.
You need to remember that in today’s age your potential customers have access to a range of avenues in order to find out all that they can about your products and your competitors. This provides them with many choices of price, quality and functionality of the product / service you have on offer. It is because of this that you need to create the most powerful brand identity that you can, so that your customers recognise & trust you.
The beginning of a good business starts with establishing your core values and enforcing these values within the organisation, from the way that you deliver your service / product to your customers right through to the actions of the business owners. Upon establishing these important values for your business you can start the brand development process. This process involves in depth research to analyse main factors such as:
These are the people you are trying to sell too, the ones who need or want your offering. Brand development will help you establish what their needs and wants are. By knowing these things you can target your advertising campaigns and marketing strategies towards your relevant audience, which makes your Return on Investment (ROI) higher, than that of a non targeted campaign.
These are your competitors that you need to get market share from. A branding agency will help you to research who these companies are and what they are doing that you could do better.
Industry history vs today’s standings
This will help you gauge what other companies have experienced in the past in your industry, compared to what is available today. Things like seasonal changes can alter the number of sales that you can expect and by looking over the history of your industry you will be able to get a better grasp on where your company stands.
This will help you to realise what your goals are for your business. Brand Development makes you think about where you want to go with your product / service in the future. It’s important to have goals in the business world to enable you to work harder and strive for what you want.
Whilst there are many more aspects that the brand development process includes, this will give you a starting point. Don’t be afraid to jot down ideas - perhaps a list of needs and wants for your organisation and then talk to a brand development consultant, who will help you put all of your ideas into a brand that works for you.
This is a segment from an article written by by Carl Johnson Published: January 19, 2011 on adage.com, it is an important statement that is often misunderstood, not only by those procurring branding services, but for those delivering a new brand.
"Trademarks can take several forms: words or "brand names," such as Starbucks; logos and designs, such as Starbucks' siren; slogans and taglines, such as Campbell's M'm! M'm! Good!; product and packaging configurations, such as the shape of Goldfish crackers.
A brand, meanwhile, is the sum total of brand elements and equities, and in short is the promise a company makes to its customers. A brand encompasses its trademark, and can include other brand elements such as logos, slogans, graphic designs and packaging. A brand also incorporates a wide range of marketing decisions, such as competitive positioning, target users, and pricing, which influence consumer associations with a brand and contribute to the constellation of values and imagery, or equities, that the brand represents."
Food for thought!