A brand is the company’s face, reputation and identity and is the first impression made on both current and potential customers. But what exactly is a brand? Branding is defined as “the process of creating a unique name and image in a customer’s mind.” Therefore, a successful branding strategy results in brand equity, the value of a brand compared to its competitors.

Design and imagery is a huge part of a company’s brand. Everything from the logo, corporate website, social campaigns, emails, brochures to messaging, coverage by media and office culture contributes to a company’s brand, and should be cohesive. Setting up and adhering to brand guidelines that define layouts, fonts, image quality and colors to be used can go a long way in ensuring brand identity is unique and recognizable. Managing brand consistency across all channels is essential for successful interaction with customers and brand growth. This includes trade show booth design, presentations, social media, business cards, newsletters and case studies.

In B2B (business-to-business) industries, buyers may give a variety of reasons why they choose one brand over another. More often than not the response is, “we trust that brand.” Creating an intangible perception is the goal of B2B branding. Consistent B2B branding that echoes across all channels can turn a potential customer into a long-lasting client.

The way a company’s audience perceives its brand plays a central role in purchasing decisions. Consistency in branding is crucial in everything a customer sees before, during and after a purchase.

The last thing business leaders want to do is confuse a potential customer with mixed messaging. Black Twig knows that a company only has a few crucial seconds to capture someone’s attention – make them count.

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