Why Successful Branding needs more than just a Logo

Regardless of which industry you work in, your brand and its image is your most important foundation for any kind of marketing strategies. Your brand is what your customers interact with and the basis for their assessment of your business and your products. A brand consists of multiple facets that need to be specified in order to successfully promote your brand in the long run.

Generally speaking, your brand is the basis for the emotions your customers feel and see when interacting with your company and products. Branding is therefore a highly emotional experience that is connected to all levels of your business. Your brand is your business’ personality: it is what your customers and the public associate with you and how they perceive your doings. As a brand you have responsibility, you need to come off trustworthy and well-structured. Construct a brand based on your target group, so you can be appealing to them and animate them accordingly. The brand you construct around your product and company has many different components. The following overview will provide you with information about the most important aspects.

1. It’s all about the People

The overall guideline for your business and the construction of a brand is to focus on people! This includes employees just as much as customers and the management. You are constructing a brand for your customers to have something to identify with, while the brand image will be the reference point for your own and your employees’ behavior. When constructing your brand, remember you are aiming to address real people who are emotional human beings with needs, preferences and ideals. The same goes for your employees: treat them with respect and care, ensure they are in accordance with the image you have set for your brand to allow the best possible overall appearance.

2. Define Your Core Values

Before focusing on any visual aspects of branding, every business needs to define its core values and stick to them throughout all actions, marketing strategies or changes. These core values should serve as guidelines for your brand’s image. Core values define what you stand for and what you believe in. Core values can vary from focusing on effective technology or sustainable solutions for different industries. The important thing to note is that your core values are a contract between you and your customers: you need to behave according to them to show your customers they can trust you which will allow them to support you in the long run. Your customers will be able to relate to the core values you define which will strengthen their brand loyalty and emotional connection.

3. What are your Visions?

Somewhat similar to the core values but still a different approach to branding are visions. These include the goals you as a brand are working towards and the overall motivation for what you are doing. Visions are what your business believes in and is therefore striving to accomplish. A vision can be the desire to change the way people think about food or to make it possible for all women to afford high quality make-up. It all depends on your industry and your target group. Clear visions for your products and your brand in general will serve as a reference point for customers to support you in what you do and how you do it. Additionally, visions are what make you stand out from other brands in the same industry.

4. Choose a fitting Logo

While it is certain that your brand is more than just a logo, it is still vital to have a fitting logo to represent your brand. Logos serve as an identification for your brand, not as an explanation or selling point. They should be memorable, simple and timeless. Design a logo that is distinct to your brand and will allow your customers to identify you immediately. Stay classy and don’t base your logo on current trends.

5. Optimize Brand Communication

Whether you are speaking to employees, customers, the press or other entities: communicate clearly, professionally and in a consistent manner. On the customer level this includes customer service, clearly communicated return policies and different options for your customers to give feedback, ask questions and offer critique. Regarding your employees this requires regular forums for open exchange as well as options for concerns and feedback. Also, ensure your employees are always up to date in terms of new goals or policies to allow an overall organized appearance. When communication with other entities like the press it is important to always communicate in accordance with your brand’s image to come off trustworthy and reliable.

These components are basic ingredients for a successful and worthwhile brand image. It always needs to be modified according to your industry and target group. Still, setting clear structures for the five mentioned aspects will enable you to promote your brand successfully, for example in terms of fitting and worthwhile marketing strategies.

Coverphoto: unsplash.com/fineasanton

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