Understanding Branding Importance in Marketing Your Business | ghostsave.info

You may have heard something about marketing “branding,” but maybe you don’t truly understand what that that means exactly.Some people think branding is like positioning, but it is actually different. The main difference is that positioning is a fluid concept. In other words, you can position yourself at different times in different markets as different things. Branding is more set in stone– it’s a hard-core recognition factor.Branding is more about following rules because if you don’t follow those rules, things don’t look the same and people won’t remember you. When you put out your marketing pieces, you want to create a similar look and feel so that people remember you. And you want that similar look and feel on every piece you put out.The good thing is that you get to make the rules… colors are the same, style of lettering is the same, logo, etc. However, there is some flexibility as long as you follow the rules. You can’t go too far out of bounds, but you can change some things within the framework of what others can still recognize.Branding in your marketing has to make you feel something. A technology company can’t have an old-style font — you might not think that they are very advanced.A brand consists of eight basic building blocks:
The name
The logo (brand icon)
The brand’s colors
The slogan and brand messaging
The sound of the brand
The overall look and feel = the brand’s position
Packaging the brand
The brand experience
A brand is a greater sum of its parts. It is always more than just the nuts and bolts, the pieces; great brands are always the result of the whole equaling more than the sum of its parts.Branding is about making the consumer or buyer more hip, more in the “know,” more cool than anybody else. We are a generation and a nation wanting to be special. We want to be richer, more beautiful, better dressed, and more effortlessly gorgeous than any other generation that we know.Benefits of BrandingYour business needs to create a positive image in the minds of consumers. Contrary to what most people believe, branding isn’t just a logo. Your business’s purpose, focus, and image all combine to create your brand. Why should you make this effort? Below are a few benefits:

You are remembered: It’s hard to remember a company with a generic name. You may not be able to distinguish their purpose and business focus. And why would you call a company if you couldn’t tell what they did? Branding your business ensures that consumers will know what you’re about.

You gain customer loyalty: The fact is, people build close bonds with brand identities. Consumers want quality products that they can trust. So, your business should have an identity that your customers can cling to. If your company delivers great products and services and has a great brand identity, people will remember you. Additionally, they will often refer you to friends and family.

You become well-known: You want the people who have not done business with you to still know who you are and what you do. If they see your ads on billboards, hear them on the radio, see them on television, or any other media, they will know your brand identity. And when the time comes that they need your product or service, your company will be the first to come to mind.

Consumers pay for image: We are a very brand-aware society. People commonly associate brand names with quality and may only buy certain brands for that reason. If people only want one brand of a particular product, they are willing to pay a higher price. Having a great brand will make your company have a superior image and cause consumers to forget about the competition.

When you have distinguished your business through branding, the marketing has the capability of becoming so profound that little else is necessary. Developing your brand takes time and effort, but after it has been solidified, and after customers have had the chance to identify with it, your sales can increase naturally. You won’t have to spend as much time planning marketing strategies to attract the public.Online BrandingBranding, as a whole, is essential for any serious business because a company’s brand is what distinguishes it from its competitors. In today’s computer age, it is necessary for most businesses to have an online presence to stay competitive. Effective Internet branding, just like its offline counterpart, helps bring awareness to your unique business offering and drive customer demand.While Internet branding offers huge opportunities for business, in order for it to be effective, one needs to attract and engage its customers. This isn’t easy on the Internet. Branding is not as easy as putting up a website and adding your company logo and slogan. Your Internet branding strategy should make your online brand noticeable and apparent.Branding utilizes hi-tech tools to create an online presence for your business. Graphics and animation, compelling web copy, and overall website design that reflect your company are some of the important elements that will bring your online brand alive. An attractive website that helps customers easily and quickly find the information they need is the key to getting customer interaction and eventually, business.Your branding plan should include good design elements and ease of use to create an effective overall impression.A strong online image will make the difference between a customer who buys from you online or switches to your competitors. Remember that online customers can just leave your website and go to your competitors with the click of a mouse. A lot depends on the impression they get from your website. Branding seeks to convey an immediate unique message about your business to your target clients.Promoting Your BrandIf you haven’t already initiated a brand for your company, now might be just the time. Use these simple techniques in the promotion of your special brand.

Make your brand as unique as possible: Catch the eye of the public by creating something different — something that people have not yet seen. Instead of doing what has already been done, go the opposite direction and be creative. Don’t forget the legal dangers of copyright infringement related to borrowing or stealing from another firm’s design.

Display stability: Take time in the development process to establish your brand and accomplish the look you really want. It’s better to spend sufficient time in the beginning fine-tuning your design for the desired outcome rather than to play with it after it’s been revealed to the public. Changing your brand, and all that’s involved with it, including colors, slogans, logos, and tag lines, doesn’t support an image of reliability and longevity.

Stability should be maintained with branding: If you have integrated a brand into your company’s marketing, use it all over the place. It should appear on all of your marketing materials, business cards, website, and printed items. The same is true for your packaging. Your brand should appear on all of your products.

Give your brand away to the public with diverse promotional products: You can help your brand to saturate the consumer population by handing out precious, yet low-cost, items. Promotional products encourage possible customers to keep in mind your brand and your gift every time they are used.

ConclusionBranding is just like the old coat of arms that families used to have connected with their name. It instills respect, fear, and wealth. Likewise, a country’s flag gets people to feel a certain way about their country.Think about what message you want to convey. What do you want recipients of your promotion to think about you? What image of your company do you want to put out there? That is your brand. When people see you continually as one thing, they begin to expect the same from you and they get used to you.We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

Brand Book: Build a Consistent Brand Around Your Company Logo | ghostsave.info

Let’s say you have decided to start your own business, or you thought of upgrading or reinventing your brand. One of the first order of things you would be doing is to design a logo for your business. Your logo would have to say it all about your brand: your color scheme, font styles, feel and so on. But sometimes, the whole thing would just seem to be quite off, and you can’t figure out what is wrong.This kind of situation is the reason why you need to have a consistent and strong brand identity. Especially in today’s modern market trend, when tiny details make or break you. Not only does it makes your brand look firm but it would build your credibility, as well.So here’s the big question: How? – Well, enter the brand book.What is a Brand Book?A brand book is a set of rules and guidelines for the use of your brand. A standard if you must. A style guide, in a designer’s context. It basically explains how to properly make use of elements to make sure that it is consistent with your brand.Why create a brand guide for your business?Having a brand book makes it easier to do a project. Example: if you decided to do a packaging for a brand product, presenting the brand book to the designer would make things easier to select font styles, colors, and whatnot and output would be consistent with your brand.Makes you look professional. Being consistent with your marketing tools and outputs makes you look professional. Like everything’s planned out to be the way they are.You will have control of your brand. Having standardized brand gives your control of any loose ends. If something is not working – a look or feel – you refer to your trusty old brand book.Never a cheap moment. When you have a brand that’s solid in all corners, your brand would avoid looking cheap.You enhance your brand. With your brand’s style regulated, it makes you progress into a finer and solid brand. You are put onto a perspective where you see your brand’s untapped potential and develop changes for its betterment.What to Include in a Brand Book?There are several components to include in a brand book. Here are the basics and must be included.BRAND OVERVIEWAs much as possible, this should be brief. In little words as possible, make sure that the concept for the design of your brand is clear. A designer should likely read this very important part of the brand book; it should tell what the brand is aiming to be, its look and feel.LOGOSA logo is the brand’s key component to its strategy; therefore, it should be taken seriously. The brand will likely revolve around the logo concept BUT the logo is not your brand alone. Make sure there are many logo variations for certain styles and backgrounds, and clarify minimum sizes.INCORRECT LOGO USAGERemember when I said, a detail can make or break your brand? Here’s a common mistake in the branding world: logos are used and stamped upon on almost anything. Your brand has to look professional, and you should know not to mess around with it. If you do, you’re basically messing with your reputation. You have to be careful to make sure that designers or anyone that would make use of your brand logo understands what they can and cannot do with it.FONTSFont is crucial. It also affects your brand’s feel. You have to define what kind of typefaces to use. More so, their size, colors, headline and body typeface. Do not forget to include web and non-web fonts.COLORSSince your brand revolves around your logo, and your logo revolves around a particular color set, it is imperative to make sure that the use of colors is specified. Specify primary and secondary colors – when and where to use them. Include color palettes, as well as, formats for both print and web end.COPY AND TONE OF VOICEThink of this as another key component to your brands personality. It’s how you would want them to “hear” or “read” you – your character. Defining the way you deal or sound like, especially in the social media, is a great way to be consistent. When there are several people writing or doing the copy in their different ways, your brand would seem to have several personalities. That is why it is key to have these laid out properly.ICONOGRAPHYSpecify what size, spacing, and where to use icons is significant to promote consistency.OTHER COMPONENTS THAT CAN BE INCLUDEDThere are still several components that you can integrate in your brand book. It’s really up to you and up to the industry your business is in. Some components that you could consider include:
Photography style
Supporting graphic elements
Design layouts and grids
Social media profile page applications
Brochure/flyer layout options
Website layout
Signage specifications
Advertising treatments
Merchandising applications
Who makes a Brand Book?Usually, brand books are developed by an experienced graphic designer. Sometimes, the agency where your logo is made could do this for you. Even if you already have a logo, you can always hire someone to make your brand book. But of course, it’s better to have the one who made your logo do the brand book for you, as well, to ensure that it flows well with your logo.It is always better to have a PDF format brand book for you, aside from it being printed. It’ll make things convenient especially during a project where you can always send it via email.The Bottom LineYour logo is a significant component of your brand. Several aspects of your business revolve around it, especially in the modern branding world. But your logo alone is not your brand. It’s just a part of your strategy to be identified with. How your logo is treated and used is where your branding unfolds. By having a brand book, you can ensure that everything works consistently to have a strong and solid brand.