Branding is a crucial component of any business’ marketing strategy. Your brand should reflect your company’s values and communicate a personable voice. Some may assume that creating an attractive logo or a modern website gives their brand a strong enough presence. However, the most memorable businesses have devoted plenty of time developing and revamping their brand, as needed, to resonate with an ever-changing public. Much like a relationship between two individuals, your business has to be flexible with how it responds to the target demographic’s needs. Think of your business as an organic and fluid entity that must adapt to the changes the audience inevitably experiences over time. Current trends in communication, technology, pop culture, and even politics can play a role in how a brand presents itself.

Branding Basics

The success of a business’ brand is dependent on the consistency of the customer or client experience. It must carry from one marketing medium to all of the others, helping clients become familiar with what a business stands for. Some of the main outlets for your brand can include one or more of the following elements:

Visual

• Logo
• Web design
• Branded color palette
• Advertisement design
• Packaging
• Office aesthetic

Voice

• Web copy
• Social media
• Email marketing
• Advertisement copy
• Customer service

Hone In on Your Audience

Doing a lot of research on the types of people you are trying to appeal to will help you tailor your business strategy to their needs. Being as specific as possible when creating audience profiles is beneficial, especially for your marketing team. It is also important to keep your business or practice values in mind when modeling the ideal type of person you want to connect with. It is sometimes helpful to have a brainstorming session with others in your company to see everyone’s perspective.

See What Your Competitors Are Doing

This step might seem like common sense, but it is often skipped over because it appears simpler than it is. You want to know what your competitors are doing in their marketing efforts, not necessarily to replicate their strategies, but rather to figure out how you can make your business stand out. The last thing you want is to blend into what is quite possibly an overwhelmingly saturated landscape.

Start Today!

It can be a frustrating journey to develop a brand or rebrand to have a fresh start, but the efforts are worthwhile. Taking the necessary steps can lead to word-of-mouth referrals, long-lasting customer loyalty, and positive reviews, all of which can contribute to a noticeable increase in revenue. To learn more about brand development, please contact TIG Advertising by calling 909.551.4321 or by filling out our online contact form.