In today’s fiercely competitive marketplace, the importance of branding should never be downplayed. When done right, branding can be the most effective way of communicating your core business values to your target demographic and fostering an instantly recognizable brand identity.
If you have a brand that needs a makeover, you can count on the team of Dallas digital marketing experts at Click4Corp to deliver great results. We will sit down with you and do a deep dive into your business in order to understand things like:
- Where does your business stand today?
- What are your capabilities and shortcomings?
- What are the challenges you are facing?
- What are your long-term business objectives?
We will explore the inner workings of your business in order to help you stumble on new marketing opportunities and identify actionable items for a strong(er) brand identity.
The Benefits of A Strong Brand Identity
As your brand grows and more of your target customers seem to want to invest in it, your brand becomes associated with the distinctive attributes that make your business stand out in today’s competitive environment. Put another way, a solid brand identity could very well influence the customers to keep choosing your products or services over those of your competitors.
Why does this happen?
Once your brand is well established and your customers start to trust it, they are more willing to do business with you, even if you are selling your products or services at a premium. What this means is that building and developing your brand is not really about making a sale, but rather about leaving customers with a clear, lasting impression of your business, product lines and value systems.
Where To Begin?
1. Identify Your Core Values.
The core values of your business are central to the development of your brand identity, and the best starting point for a successful branding campaign is to identify what you consider to be the strong suits of your business. These could include positive attributes such as:
- Higher than the standard quality of products or services
- Excellent value for money
- The ability to meet deadlines
- Outstanding customer support
When identifying your brand values, it is crucial to ensure that all those values are relevant to your target audience.
2. Give Your Business a Great Name.
Although a cookie cutter name does not necessarily slaughter your branding endeavors, it has the potential to erode your brand image and authority. You only get one brand name, so it is important that you take your time and make an informed choice about a name that will strike a chord with your target customers and inspire curiosity.
Here are some proven naming strategies to help you stimulate the process:
- Descriptive: Names that explicitly reflect the products or services offered by a company. For example, General motors.
- Evocative: Names that employee suggestion or a metaphor to bring to the mind the qualities of the brand. Examples include Virgin, Jaguar, and Amazon.
- Coined or invented: Names with no basic definition that are introduced for the first time. For example, Exxon, Verizon, and Kodak.
- Acronyms: Names that are acronyms of company names that may or may not be hard to pronounce. For example, KFC (Kentucky’ Fried Chicken), UPS (United Parcel Service) and NASA (National Aeronautics and Space Administration).
- Geographical: Names that include the geographic location in which the brand operates or was founded in. For example, Swiss military, American Express and Boston Scientific.
- Alliteration: Names that begin with the same sound or rhymes. For example, Dunkin’ Donuts, Best Buy, Coca-Cola, Krispy Kreme and Chuck E Cheese.
In addition to the above list, you can add additional elements to your naming strategy, including the use of positive connotations (DreamWorks, Bright House), key attributes (Sir Speedy, EconoLodge), positioning (Best Buy, Car Max, Burger King or descriptive hybrid (JetBlue, Circuit City, Travelocity).
Developing a Visual Brand Identity.
In order to maximize the potential of your brand and to present your business in a coherent way, the visual element of your brand identity should go hand in hand with the values of your business. At this stage, there are three main ideas to consider, namely:
1. Brand Colors
Different colors have different connotations and it is therefore absolutely necessary that you choose the right colors to reflect your brand adequately. Food joints and restaurants, for example, tend to favor red or orange for their primary colors because of their obvious association with increasing the appetite. It is also important to take into account the many ways in which your brand colors would be used; a color that looks pretty good on the website may not look half as good on your company letterheads.
2. Brand Logo
Your selected brand colors must work well with your logo. Brand logos come in many forms and may include emblems, pictures or other design features. As with your brand colors, it is crucial to take into account what message you are trying to convey through your logo; The best logos are almost always the simplest. It is also a good idea to ensure if your logo is going to translate well into a monochrome reproduction.
3. Brand Typeface
The choice of your brand typeface is just as important as your brand colors and the logo; This will help create the character or “persona” of your brand. Are you looking to create a traditional persona, or would you rather have your brand feel more contemporary? Choosing the right font to go with your brand’s colors and logo is a crucial step in the overall success of your brand.
The development of your brand’s visual identity is an essential component of strengthening the overall profile of your business. Once you have established this identity, it is crucial to make it work for you. Your new logo should take center stage on every product you sell, your company paperwork, invoice, and e-mail associated with your business. The more visible, recognizable, and memorable the visual manifestation of your brand, the bigger the impact of your company on the collective psyche of the customer.
Is Your Dallas Brand Telling A Story That Gets Attention?
Creating a brand that visually represents your business takes a lot more than just a logo. This is where we, at Click4Corp, come in. Each branding project we undertake includes a systematic approach that guides the entire design process, with an outcome that looks stunning and performs flawlessly. From engaging content to striking digital design, we understand every element that is needed for your brand success. So you can be sure that when you enlist our branding services in Dallas, TX, your business will be represented clearly, confidently and beautifully.