Pepsi. Amazon. Google. Nike. All of these brands are easily identifiable. However, that wasn’t always the case. Like with any company, they needed to take the proper steps to understand what they wanted their brand to be and figure out how to bring that to life.
All of these companies recognized that a brand is a reputation—your business reputation. How do you want people to feel when they think of your product or company? That is your brand. Branding is at the core of your marketing strategy, so branding should always come first.
No matter if your company is in the Fortune 500 or less than a week old, it is crucial to take the right measures to create that identity. After all, branding builds loyalty, and brands create value.
Define Your Brand
The first part of this process is discovering your brand. To bring your brand to life, you need to know what it is or what you want it to be. To do this, it is best to gather key stakeholders within the company and collectively define the brand. This exercise requires knowing your company and laying out what its core values are. Everyone must be on the same page in order to have a unified vision of what the company’s brand should be.
Asking questions and really listening to what gets the stakeholders excited will give you the answers you need to get going in the right direction. Don’t be afraid to stop them and get clarification or more information on something that jumps out at you.
Know the Competition
As important as it is to know your own brand and what it stands for, it’s also important you know your competition. What do they do well? What do you do better than them? What do you offer that they do not? What can your customers gain by doing business with you instead of them? These answers can help you establish a brand and a look that sets you apart from the competition.
Examine What Your Customers Think
Through this brand-defining process, it is important to take a step back and try to look through the eyes of your customers. What do they think of your company? What’s the first thing you want them to feel when they hear your company’s name or see its logo? These are all crucial points when making your brand vision come to life.
Once these questions are answered, you are now ready to develop a look and feel for your company that customers will soon become familiar with. Logo, colors and fonts are all visual elements to help ingrain your brand in the minds of your audience. And keeping a consistent look and feel with how you present yourself as company is critical.
Black Twig takes all of this information to help clients fulfill that vision. Whether it is creating a logo, building a website, launching a new social media account or developing collateral pieces, Black Twig will build a brand that your company is proud to own and eager to share with your customers. We have helped companies starting out from the ground floor, such as Sayad & Associates and Frankie Martin’s Garden. We have also helped with re-branding when companies and organizations want to implement a new vision as we did with Concrete Council.
If you have a vision for your new company or would like a new look for your company’s 100th anniversary, Black Twig can help. To see what we can do for you, call us at 314-536-8609.