Richard Kearsey, Digital Designer at London-based marketing agency Emerald Colour, gives some tips for your how business can successfully brand itself.
Your brand is the single most important part of your commercial enterprise.
It is the way that people will look at and identify your business when comparing it to others in the same competitive marketplace. For example, Burger King and McDonald's both sell the same generic thing — burgers. However, their respective branding gives them their own distinct identity that helps to set them apart.
This way, they are able convey their relative merits to their target audience. If the branding exercise is conducted correctly, the end consumers make an informed decision based on their own comparisons and purchase the product which helps to create a highly successful brand.
Ultimately, brand building is more about conjuring up images of friendly service and convenience and inviting others to share this same vision. Let us check out the most successful brand-building ideas and innovations around:
- Colours are extremely important
Many studies have been conducted regarding the importance of visual elements in a brand’s logo and the entire theme surrounding it. And, of course, no visual factor can ever be more powerful than its colour. We are generally brought up in such a way that we associate specific colours with certain emotions. In fact, we do it so often that it becomes almost like second nature to us. For example, royal blue is associated with royalty and white makes us think of purity, peace, and innocence. Red evokes thoughts of adventure and passion and so on.
Wholesome Foods Market have made sure that their logo is a vivid green so that it will highlight its main values of environmental sustainability, freshness, and good health.
- Use your brand design to highlight your identity
Your brand is all you. In other words, successful brand management has a lot to do with focusing on your uniqueness and on your own individual creativity. Your design will have to stand out and assert itself and ultimately transfer your uniqueness to your target customers.
- Use social media to your advantage
Social media is a perfect playground where you can build and eventually perpetuate your brand's unique selling proposition (USP) as well as its inherent identity. As a general rule, people tend to surf their social media accounts only when they are in a receptive and relaxed frame of mind. If you use the right tone of voice and the right platform, you will be able to get them to interact with your brand. And, best of all, they won’t even know that it is a marketing tactic!
Choosing the right social media platform (Facebook, Twitter, Instagram, etc.) is also very important. For example, Instagram is perfect for high visual campaign and short and sharp messages will be well-received by a Twitter audience. On the other hand, Facebook has its unique groups and pages option and you can get people to follow your brand and interact with other people who are also interested in the same products. This way, you will be able to build an entire community around your brand.
The question of where to engage is important, but how to engage is even more important. Think of your brand as an actual person and visualize how this person would communicate and speak. Make sure that everyone is on board when it comes to posting stuff about your brand on social media. If everyone in the company is on the same page regarding the goals, ethos, and vision of the brand, they will convey the same to the target audience.
- Flesh out your brand with Its own distinctive personality
Your brand is an individual and like all individuals, it should strive to convey a state of mind by showing its distinctive personality. Suppose you want to make exclusive apparel for a select clientele. You can get your brand design agency in London to design the ultimate menswear brands and they might use plenty of rich black shades and hues to convey an aura of sophistication and formality. This way, your brand design would be able to promote a feeling of luxury in each and every stitch.
- Make sure that it is within arm’s length of desire
Your products may or may not be accessible to the common man, but your branding must be available to everyone. If it is a fast moving consumer goods (FMCG) product you can learn from Pepsi Co and make sure that everyone has access to it. They have a simple and clear brand design that resonates with their target audience which includes just about everyone in the world.
On the other hand, the craftsmen at Purdey and Sons create some of the most expensive bespoke shotguns in the world. Their products are regularly priced from six to seven figures in Pounds Sterling. They are proud of the fact that they have been and are still making shotguns for royalty for well over a century. While their target market may be exclusive, most people know about it and they try and strive to become part of the select elite that can actually afford this weapon.
- Make sure that your identity is in sync with your target audience
This is a crucial step towards building a really successful brand. There are many companies that create an awesome brand identity, only to find out that it does not create any reciprocal feelings in the minds of the target audience.
Unfortunately, this can result in mismatched efforts and a failure to meet the expectations of the audience. Here your naming agency London will be of great help in figuring out just what is required to grab and hold the attention of your customer base.
You must always remember that you have many competitors who want the same slice of the market pie and they also have similar products to achieve their goals. Your brand identity has to prove to your customers that your product is way better than anything else in the market. The best way, in fact, the only realistic way of doing that is with the help of a highly successful branding campaign.
About the author:
Richard Kearsey is a digital designer at Emerald Colour a full-service marketing agency in London that offers various services, like website design, animation, SEO, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on latest design trends and upcoming marketing ideas.