Branding is the process of creating an identifiable and distinct image of your company that sticks in people’s minds every time they interact with your business. It represents who you are as a company and how you wish to be perceived.
Brand Awareness is Where the Customer Journey Begins.
Branding begins with a competitive analysis to help reinforce your marketing efforts since market industries are constantly evolving and you must do the same. Effective branding gives companies a competitive edge and connects their mission, purpose, and values with their customers. People want to work with and buy from brands that are familiar, memorable and align with their own values.
Why is branding important? Branding can change how people perceive your company, drive new business, increase brand value, improve employee pride, and create trust – but, it can also have the opposite effect if done wrong, or not at all.
Your brand story includes what your brand stands for and how it has evolved through the years. It will define your values and build trust with your customers. Your brand story will influence everything from your target audience, your visual elements, and your brand personality to give context that will build a cohesive image for your brand.
Our job is to help you develop your brand purpose, brand promises, and core values to cultivate your entire brand story. Customers want to see what value your brand brings to the table and if your brand’s story connects with their own beliefs and values.
The best way to discover your target audience is to create buyer personas. These personas act as fictional characters that describe the personality traits, behaviors, and preferences of your ideal customers.
We will conduct research by interviewing your sales team to develop 3-5 buyer personas that represent your target audience. Buyer personas are critical for content creation, product development, and anything that relates to customer acquisition and retention. The better we understand your target audience, the better we will be able to communicate with them.
Your brand’s visual identity is its style, and part of building your brand is finding ways to convey your company’s values and personality through various visual elements. Using your brand’s core values and buyer personas as inspiration, we will help you develop color palettes, typography, and imagery to build an emotional connection with your target audience. We can even help with creating a logo for your brand.
Your brand’s visual identity is a powerful tool for telling your company’s story, and if done right, it can communicate a particular feeling or message without words.
A brand’s voice is the personality your brand takes on in all forms of communication. Just like a person’s personality and tone of voice affects how others view them, your brand voice isn’t much different.
We will use your brand’s mission, values, and personas to determine some human characteristics of your brand voice. This will ensure that your brand’s voice and personality stays consistent across all media channels, even if multiple teams are creating content.
Although your brand’s voice should stay the same, its tone may vary depending on the situation or content written. A good brand voice makes sure your brand stands out so your target audience remembers and relates to your brand.
A brand style guide, sometimes referred to as brand guidelines, sets all the rules and standards that determine how your brand should be represented. Whether you’re creating a business card, crafting a tweet, or developing an entire ad campaign, a style guide ensures your work stays consistent, both visually and in tone of voice, with your brand.
We will present your guidelines in a digital book format to cover how the different elements of your brand work together to form your brand identity. These guidelines will help anyone in your company, whether they are product developers, sales managers, or marketers, understand which elements to use and how they should be implemented.
