Branding is a way of defining your business to yourself , your team and your external audiences. It could be called the business’ “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales.
When establishing your own brand identity it is important to have continuity across all your marketing materials. The tone of voice, whatever it may be, needs to resonate through your marketing materials in order to establish trust from the consumer. Trust that you are what you say you are. If you can personify your brand in the mind of your customers, and they see that person as someone they relate to and share a common goal with then they will end up marketing your business for you, naturally.
The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When customers connect emotively — because they share the same values and beliefs of a brand — it leads to higher sales and better brand differentiation. It also leads to loyalty, advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales. It can also give you the ideal platform from which to extend your offering or range. When thinking about your branding materials we think beyond pens, keyring, compliments slips and business cards. We think of ways to push the envelope past what your competitors are doing and really give your target market something that reflects your company’s voice.