The term “brand” gets tossed around often by marketers.
But it’s not just a fancy word in the agency vernacular.
Your brand is the embodiment of your business and should be reflected in all marketing and advertising efforts through design, customer experience and messaging.
Here are four specific reasons your brand matters for your business or organization.
1. It provides a cohesive design across media.
Chances are your company has a presence in many different places.
Most likely you have a website and are on social media.
Perhaps you also distribute a quarterly direct mailer and a monthly email newsletter. You may be running display ad campaigns online, too, as well as placing ads in print publications.
Creating a visual brand identity and using it consistently allows customers to easily recognize your company wherever they find you because your content uses the same colors, fonts, logos and voice.
For example, imagine you’re planning to buy a pair of high-quality boots in the next few months. The product you’ve chosen has a flawlessly designed website. It showcases beautiful imagery that highlights the luxury qualities of the footwear.
Since you’d like to get the best deal possible, you decide to follow the business on Facebook to keep an eye out for promotions.
But when you click from the website to their Facebook page, you wonder if you’re looking at a different company. The cover photo looks nothing like the imagery on the website. The logo in their profile photo is outdated.
On top of that, they don’t have any positive reviews. And the last few posts they shared were poorly designed memes.
Would this affect your perception of the “luxury shoe product”?
This is why consistent portrayal of your brand matters.
It allows each touchpoint of the customer experience to communicate the same message about your company or product.
2. It creates and embodies the personality of your business.
Your brand is a manifestation of who you are as a business.
Colors, fonts, logo and design and messaging all play an important part in brand identity, revealing that personality to your customers.
Consider fashion and fragrance designer Chanel and frozen food producer Steak-Umm. You automatically expect the image and voice of these two products to be different.
That’s because the personalities of the brands are dramatically different.
Chanel is synonymous with elegantly simple luxury items. Steak-Umm sells conveniently packaged frozen meats to lower- and middle-class Americans.
Both companies convey their distinct personalities in print ads, social media content and design. Below are snapshots of their Twitter accounts to illustrate.
Remember, all marketing and advertising has the potential to communicate a message about who your company or business is.
So, before you develop a profile photo, write a tweet, design a display ad or create a print ad, ask yourself: Does this fit the personality of my brand?
3. Your brand includes customer expectations.
It’s not only about looks and feel.
Your brand also encompasses the customer experience around key concepts such as quality, value, performance and customer service.
This makes each interaction with customers extremely important because they’ll either have expectations met or dashed.
For example, consider the expectations set by cable television companies. The negative perception of cable TV is so universally accepted that competitor DirectTV has made commercials poking fun at their shortcomings!
A well-developed brand sets and meets customer expectations as part of its brand promise.
Like Porsche, which promises speed, luxury and the ultimate sports car. Or the McDonald’s brand promise of providing hot, value-priced food served quickly.
This means every member of your team should understand your brand and deliver consistent customer expectations across media.
4. It builds customer trust.
This is a byproduct of cultivating a powerful brand that exists within the heart of your customers.
While it’s outside of your direct control, you can influence customer trust by creating a cohesive experience for customers, embodying the personality of your brand and setting expectations that align with it.
A perfect example is Southwest.
Southwest has an easily recognizable logo and colors that uses a heart to convey its emphasis on love and people. Its messaging is consistent across platforms. And customers expect good service from friendly – and typically funny – flight attendants.
They’ve worked hard across the elements of branding they could control to influence the intangible element of customer trust. And that’s why they’ve been rated the most trusted airline in the United States, as well as the only airline within the top 10 of the nation’s most trustworthy brands.
Time for a rebrand?
Your brand encompasses far more than a logo and a tagline. It encapsulates everything about who you are as a business or a company, communicating in both tangible and intangible ways with customers.
Imagine you’re chatting with a customer.
What would they say about your brand?
Do they know what your company stands for?
Do they know what to expect from your business?
Do they easily recognize your logo or color scheme, regardless of the medium?
And most importantly, do they trust you?
If the answer to any of these questions is no, it’s time to develop your brand strategy or rebrand with our team of strategists and art directors.
It’s one of the most powerful weapons you have to effectively reach customers, so don’t hesitate to reach out to our team today.