Branding is a word that’s thrown around a lot in the business world. Just like any other art, it’s something hard to define, but you know it when you see it. What does it consist of, and how do you do it well? Abstrakt Marketing Group is here to break branding down for you!
Defining Company Branding
Company branding is the process of creating a unique business identity that stands out from the competition and draws in customers. At its core, branding is the fight for space in the minds of your target audience, a difference maker in people’s decisions between you and a competitor. Here are some essential components:
Visuals
This includes your company’s name, tagline, color palette, image style, and fonts. Together, these elements form a cohesive identity and convey a message about what customers can expect from you. Think adjectives like sleek, timeless, dependable, eco-friendly, etc. Do you want to come across as an exciting up-and-comer shaking up the industry or a dependable family-owned business that’s been around for generations? The right combination of visual elements evokes the right impression from your audience.
Mission & Values
Why was your company founded? What challenges is it looking to solve for people, and what does it hope for in the future? The answers to these questions form the foundation of your mission statement. Also, consider what core values you operate upon. Transparency, customer service, and honesty are common values, for example, but it never hurts to get even more creative!
Tone
This refers to the general vibe of your company’s words. Are you casual and approachable in your copy? Witty and playful? Some prefer to be straightforward and professional. It’s important to stick to the same tone throughout your marketing for consistent branding. Consider your established tone in every word written or spoken, whether that’s on your website or in a printed brochure.
Products/Services
The quality and uniqueness of the products or services you provide are an important part of your branding. More than just a list of cool features, this should also focus on the ways your offering makes customers’ lives better. Why should someone choose your offering over someone else’s? How are you solving a problem your target audience is facing?
Customer Service
The customer experience is a major part of any brand. When your customers need help, what can they expect from you? Maybe your service is backed by a specific guarantee, or you respond to support requests faster than the competition. The less frustrating your customer’s experience is, the more positive your brand image becomes.
Why Is Branding Important?
There are a few big reasons branding is a must for your company:
- Recognition – A great brand makes it easy for customers to identify and remember your company, strengthening your market position.
- Loyalty – Positive branding encourages customer loyalty and, by extension, word-of-mouth referrals and repeat business.
- Value – Your company’s perceived value will grow, attracting more investors and partners.
- Recruitment – Great candidates are attracted to great brands. By showing your values and impact, you draw in top talent and boost the morale of current employees.
- Marketing – Marketing campaigns become much more efficient and effective when supported by a strong brand.
The Branding Process
Research
This involves identifying your target customers and investigating your competitors’ strategies. Create a buyer persona that covers the age, location, challenges, and behaviors of your target audience. See how the competition is positioning itself in the market, taking note of what you like and what you want to improve upon. Maybe they aren’t addressing a certain customer issue, or their mission statement is a bit vague. That’s your opportunity to brand better!
Strategy
Now’s the time to list your values, write a mission statement, create a catchy tagline, and narrow in on that buyer persona we mentioned earlier. Think about how you’ll position your product or service as the best option and consider the tone of voice you’d like to communicate with. Think of your brand as a helpful personality, a leader in your industry who effectively addresses specific needs and challenges.
Design
The design phase covers the visual aspect of your brand, including the colors, fonts, and logo. Color psychology is worth studying at this point, as different combinations and hues elicit different moods and feelings. Black says sophistication, red excites, and pink suggests compassion. Fonts even have a psychological component. Tall, narrow fonts convey luxury, whereas short, stocky fonts convey stability. A lot of subtle details go into the branding process!
Implementation
Once you’ve solidified your brand, it’s time to plaster it everywhere you can: your website, social media profiles, printed marketing materials, and email campaigns, for starters. Measure how your audience interacts with your branding; conducting surveys and checking clickthrough rates are good starting points. Don’t be afraid to make some adjustments here and there, but don’t replace your logo or change up colors every few weeks—consistency is a must for brand recognition!
Best Practices for Company Branding
- Tell a Story – Stories engage people on a more emotional level. Where did your brand start, and how did it become what it is today? Add human faces and names to your brand narrative for a deeper connection with your customers, so they’ll see you as more than just another faceless organization.
- Test It First – With tools like online polls and surveys, you can test your brand before putting it out there. This helps you measure people’s responses to your logo, colors, name, product packaging, and more.
- Stay Consistent – Maintain the same voice and visuals across your website, social media, emails, customer interactions, and printed materials. This avoids confusion and makes your brand far more recognizable.
- Get Employees Involved – Share your brand’s mission and values with your employees. You need them to buy into your brand and feel like an active part of it if you want to provide great customer experiences, achieve key marketing goals, and retain top talent.
- Create Guidelines for Teams – Brand rulebooks are great for keeping everyone in your company on the same page. This book should explain what fonts, color schemes, logos, and verbiage are acceptable for use in your internal and external communications.
Build a Better Brand With Abstrakt
Handling every detail of branding on your own is exhausting. Let Abstrakt carry some of the load. Our outsourced design services keep your brand visually compelling, attracting more attention and making your company more memorable. We can revamp your logo, design a custom sell sheet for your product, produce video content, and so much more—all tailored to your unique brand. Reach out to us today, and let’s create something amazing together!
