By definition, branding refers to a marketing practice in which a company creates a name, symbol, or design that identifies with a company.
Your company brand is what distinguishes you from other organizations and helps to highlight your products and services. Your brand should be a true representation of your business and how you want to be perceived. Therefore, it’s imperative to build an effective brand model and brand strategy.
Many companies choose to use a brand marketing agency to help them create, plan, measure, and monitor their branding strategy. According to a Nielsen survey, 59 percent of consumers prefer to buy new products from brands familiar to them.
“Your brand is what other people say about you when you’re not in the room.” – Warren Buffet, CEO of Berkshire Hathaway
Why is Branding Important?
Firstly, branding can help your company get recognition. A perfect example of this is with your logo, as that’s what consumers will likely identify as the face of the company.
The following are ways in which branding can create a lasting impression:
An established brand can help increase business value.
A professional appearance can install trust in the marketplace.
“Your brand is so much more than what you sell.” –Jon Iwata, Senior Vice President of Marketing and Communications at IBM
How Do You Begin Building Your Brand Model?
It’s important to start with a brand audit, and you may want to consider using a brand marketing agency to help you begin and navigate through this process. Start by asking yourself the following questions:
What are the key brand themes?
What are the differentiators?
How does the language you use support the brand?
Are there areas of confusion?
At the end of the day, it’s all about perception. When you perform a detailed and thoughtful audit of your company’s brand, you gather tools that will help direct your brand strategy.
According to Marketing-Insider, branding can be broken down into the following brand strategy decisions:
Brand Name Selection
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. A brand is the very identity of a company.” – Amazon Founder, Jeff Bezos
Who is Your Customer and Why Should They Choose You?
While building a brand model, it’s important to establish the problems you’re solving for customers. Many organizations choose to work with a brand marketing agency, as these teams of professionals are specialized and help you clarify your goals and objectives.
Whether working with an agency or your immediate team, consider the following questions when starting your brainstorming session:
Why did you initially create your brand?
When customers leave reviews, what stories resonate the most with you?
How would a competitor describe your business?
What differentiates you from other similar businesses?
At First Page, we believe that lead generation requires developing strategic pieces before you fish for new customers and leads. This starts with a persona, buyer’s journey, and intent paths for the leads you’re trying to capture. This strategic groundwork will pave the way for all content you’ll create to capture leads. Then your brand needs relevant, downloadable content that organically connects with your target demographic at the top or middle of the funnel.
“If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz, CEO of Starbucks
What is A Brand Pyramid?
One effective tool you may want to implement during your brand building session is the use of brand pyramids.
A brand pyramid can be defined as the framework that answers your questions related to the brand and its operations in the market. This can help you identify where your customers are on their journey to loyalty. A typical brand pyramid is made up of the following components:
Brand Idea – the essence of your brand and positioning
Brand/Product Persona – the human characteristics of the brand
Emotional Benefits – how it makes the users feel
Functional Benefits – tangible user benefits
Features & Attributes – the most distinguishable features of the brand, product, or service
According to marketing expert Seth Godin,“A brand is a "set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
What is the Value of Creating A Brand Strategy?
While we’ve mentioned the importance of a company logo, a brand is more than just a logo, name, or slogan. A brand is the entire experience that your customers have with your company, product, or service. Think of your brand as it was your own personal brand – it defines who you are and what you stand for and conveys a personality.
Your brand lives in everyday interaction with your audience and is highly visible in the following areas:
Images you convey
Messages you deliver on your website, social media, proposals, and campaigns
Ways in which your employees interact with customers
Customer’s opinions of you versus the competition
According to MarketingMO, your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers.
“Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability” – Jason Hartman, Author of “Become the Brand of Choice”
Stand Out from Your Competitors Today
Ready to differentiate your brand from your competitors and stand out online? By working with a brand marketing agency, you’ll develop a strong brand strategy that boosts your ability to attract prospects and leads.
With great brand development, you can:
Set yourself apart as a modern brand that people love
Compete with brands that have been around longer
Motivate prospects to buy from you
Create loyalty between your customers and your brand
Increase revenue and retain customers with less effort
Get the brand story right and the revenue will follow because prospects understand what your product and company stand for. Schedule an exploratory call with our founder and chief marketing expert, and First Page Strategy can guide your branding ship.