What’s the difference between a business and a brand? What about a marketing campaign and a brand? A logo and a brand? There’s a lot of confusing terminology thrown around when discussing your brand, what makes it successful, how to improve it, and so on. The truth is the brand is one thing above all else: it’s how you stand out among the crowd. It makes you distinguishable and immediately recognizable, but how do you do that?
When you think of the most distinguishing features of a brand, it’s easy for your mind to immediately jump to the logo. The logo can be hugely important, but that’s not the only visual aspect of your branding. A consistent logo is one thing but developing a consistent signature style that applies to colors, fonts, and other design elements used regularly in marketing material, on your product, and on your site can really help strengthen the identity of the brand. One of the best ways to do that is to develop a brand style guide, as shown at Forbes.com, that any designers or marketers you work with can turn to when they’re trying to nail down what makes your brand visually distinct. However, the brand doesn’t just stop at the visuals.
When someone sees a brand, what is the story that goes through their head? Your brand story can be as simple as delivering a service that provides a solution. Or it can be a story of a certain lifestyle and how you help your customers reach that. A brand story can also focus on the quality of craftsmanship, tradition, or the community that comes with your products and services. Teams like Vistacomm.com offer services like brand development that helps you take a look beneath the visuals of the brand. Your story should depend on not only what your customer wants to hear but also the values crucial to the team, as well. For instance, more and more companies are incorporating a story that links them to charitable causes.
The Relationship With the Customers
The most important part of your brand is that message you tell and the images you deliver matches the customer experience. This all plays a part in developing a relationship with return customers and brand supporters. You can make it exciting and unpredictable by using fun marketing campaigns.
You can focus on social media support and presence to heighten the sense of community. You can make the brand feel prestigious and important by offering exclusive customer support or loyalty systems. The brand has to be incorporated into how you do business and how you treat your customers. Otherwise, it won’t stand up to close scrutiny.
A brand is all-encompassing, yet flexible. Just as a company or organization can have its own brand, so too can a product or a service. When you’re putting together a branding strategy, make sure that you know what you’re branding and how it applies to other parts of the business.
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