We like big brands and we cannot lie – okay, we like brands of all sizes BUT building a strong, cohesive brand both in brand design and brand marketing is critical mass for business survival. Competition is fierce, and it’s incredibly difficult to make your brand stand out, be known and easily recognized in this vast barrage of media that audiences clamor to experience and choke down on a daily basis. To stand out in the sea of sameness, it’s helpful to have a team behind you like the wildly creative, data geeks who are telling powerful brand stories at Ideabar.
Read on to learn some valuable tricks of the trade while using your resources wisely and making the most out of your creative efforts. These are just a few of the keys to brand-building success:
Be Creative and Consistent
Every brand needs an identity. It’s understandable to be a little uncertain at the beginning. But if consumers don’t know who you are or what you stand for, it’s challenging for them to relate to you and your company. Presenting a consistent theme, aesthetic or concept will go a long way toward narrowing your focus and communicating your unique message, all while giving your audience a more intimate way of experiencing your business and developing a connection.
When Ideabar rebranded a historic retailer, for example, the chain’s new look (and new ecommerce site) attracted new customers and resulted in a significant increase in revenue.
While consistency is key, that doesn’t mean you should shy away from being creative. Creativity is a great exercise for you internally, and it’s effective at keeping your image fresh and up-to-date. Don’t be afraid of stretching outside of your comfort zone and trying new things. Your brand’s identity should still be present, but that leaves a lot of room for growth and exploration. You may be surprised at what you discover.
Know Your Audience
If there is one line in the marketing bible that is universal to anyone who ever tried to sell anything it’s Know Thy Audience. Who is your audience? Are they people with particular backgrounds or skill sets? Do they work in a specific industry? Are they hobbyists or are they experts? You should know your audience and understand their needs, wants, the things that keep them up at night, the everyday problems that they face, what they dream about and what they fear. Does your product or service solve any of their problems? The better you understand your audience, the more successful you’ll be.
Doing research is very helpful, but nothing beats actually getting to know them directly. Your clients and customers are constantly telling you what they want, you just have to listen. Pay attention to their feedback, encourage reviews and connect with them on social media. If they’re reaching out, respond. If you can, talk to them. Putting together all of that information will be hugely beneficial. While Facebook and Google provide great analytical information, it’s no substitute for developing relationships, promoting a dialogue and acquiring that firsthand experience.
Working with a brand design agency will most certainly prevent an identity crisis – not only in working out the specifics of identifying your own brand but also building it – consistently, creatively and knowledgably.
An agency like Ideabar will help you own your story. We believe that every organization has a valuable story to tell – one that impacts the bottom line. We tell powerful brand stories through marketing + media services. Our data-driven, award-winning work spans industries, We work with clients from Toronto to San Francisco.
That’s our story. What’s yours?