Think of a brand like a constellation, each star a piece of the bigger picture, each star vital to the other. In this metaphor, the stars would be your logo, website design, social media personality, price point, and product. All of it signals the type of experience a customer should expect when utilizing the companyâ€™s services.
Many companies put their customer service first, which is important. However, effective branding is just as important to both you and your customers. A well-branded product will tell consumers what they’re going to get before they buy it. In today’s saturated marketplace, customers want to learn about products as quickly and as thoroughly as possible.
How do businesses effectively develop a brand, making their constellation stand out among the many stars in the sky?
Consider Your Customer
A brand is much more than just a name; it’s a personality. Everything surrounding your brand speaks to your customers, this can include your company colors, tone of content, type font, logo, etc. Consider the kind of customer your brand would appeal to â€“ are they young and hip? Casual? Professional? A strong brand knows its customer base and the type of brand personality that would speak to them.
Make It Memorable
The world is flooded with thousands of brands selling similar products. Stand above all that competition and leave a lasting impression. Far too many businesses just follow the same old path when developing their brand and wind up getting lost in the shuffle. Don’t be afraid to try something new when developing a marketing campaign.
TD Bank, for example, installed Penny Arcades in their branches targeted to kids of their customers (and maybe future customers themselves). By bringing fun into the mix, they established their brand with their current customers while simultaneously reaching out to new ones.
Keep It Clear
Brands that don’t know what they stand for will inevitably fail. The strongest brands are simple and easily recognizable (think about McDonald’s arches). This goes for overall design as well: the more cluttered and unclear your brand is, the more it will confuse customers. When developing a brand, stick to your theme throughout all marketing channels including your logo, website, brochures, and social media while remembering the old adage: less is more.
We Can Help
At Oasis Interactive we understand the value of a good brand. Â This is why we specialize in cohesive branding. Â We can help you market your business through logo design, website design, business cards, brochures, and other marketing collateral. Give us a call today to see how we can help you develop or makeover your brand.