The foundation of every successful advertising campaign is an effective corporate brand. Your brand’s identity is what your potential consumers use to determine the trustworthiness and quality of your company. An effective brand identity is vital for companies in every industry, from automobiles to breakfast cereals.
What is branding?
In a nutshell, branding is who you are as a company. It encompasses your values, principles and corporate culture. Your brand is what potential consumers think of when they hear your company’s name. It extends beyond your products to include the aspects of your company that makes it unique. Your brand identity tells your customers what they can expect when interacting with your company. Your branding efforts can, and should, support your marketing efforts by underlining the core of your company and attracting consumers to your unique identity.
Branding vs. Marketing
Marketing is building awareness of your brand. Your brand is your company’s message, while marketing refers to the tools used to reach potential consumers with this message. Your marketing efforts should be specifically designed to support your company’s brand, and vice versa.
Successful Brand Marketing
To create a successful brand identity, you must first determine the target audience of your brand. Build a detailed description of your target audience and do your best to get the know them and their needs.
Your business also needs to establish a brand mission statement that encompasses what your company does and why. Outline the key qualities of your business and the benefits that you offer your consumers. Why should potential consumers interact with your brand?
Research other brands within your industry to see what they are doing right (and wrong). Differentiate your company from the competition with a unique voice and mission. Create a brand logo and other visuals that support your brand identity. This step may require the most professional help. Professional marketers and designers can help you incorporate your brand identity into visuals that spark interest and attract potential consumers.
At Navigation Advertising, we work with our clients to develop a successful brand identity and execute visuals that support it. Your logo and brand is the first thing consumers will notice about your company, and it should represent you well. Contact us today to get started!