BRAND YOUR SPACE 23.11.2014 – Posted in: lifestyle
BRANDING & VISUAL IDENTITY
Is an important part of Self realization in the contemporary world. For successful companies, brand equity is the most valuable asset they own. Branding is one of the most important aspects of any business, large or small, retail or B2B. Is the process of giving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to help people to quickly identify their products and organization, and give them a reason to choose their products over the competition’s. Branding aims to establish a significant and differentiated presence in the market that attracts and retains customers.
The objective is to attract and retain loyal customers by delivering a product that is always aligned with what the brand promises.
As a general rule, products have limited life cycles, but brands — if managed well — last forever.
Broadly, a product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. This means that a product can be anything from a hotel stay, a flight, a language course, to clothes, food, a toothbrush etc. You can consider a brand as the idea or image people have in mind when thinking about specific products, services and activities of a company, both in a practical.
It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.
In the end, a brand is a person’s gut feeling about a specific product or company.
Each person creates his or her own version of it, and some brands increase or decrease in popularity because of how consumers feel about them.
The foundation of your brand is your logo. Your website, packaging and promotional materials – all of which should integrate your logo – communicate your brand.
Here product design unites with the fields of user interface design, information design, and interaction design.
Imagine taking your vision and translating this into a design that your customers can interact with and remember. This is what branding can do for your business.
From behemoths like Apple to businesses that are just starting out, it’s evident that good branding is the secret weapon to success.
Our clients are entrepreneurs and business owners that deserve executive-level marketing consulting and a fresh look at business strategy. Today a strong digital brand is essential for success.
We work creating image for your product that identifies and differentiates it from others in the market. We’re always working hard to improve our offerings so you can focus on what’s important — your business and fulfilling your dream.
We create full range of branding materials:
- Logotype, visit and gift cards, menu, advertising or training materials, signboard etc.
- Web design. Today your website becomes extremely important. In most cases it will be your major branding vehicle. It shows your presence on the market and helps to establish visual communication with your clients. The website reports on the importance of branding within marketing strategies and how it empowers companies and shapes consumer behavior around the world.
- Illustrations, that can be used for a wide range of digital and published products: magazines, posters, flyers, books, teaching materials, storyboards, animations etc. We use different art techniques such as: drawing, painting, collage, digital art etc to create art. Depending on the purpose illustration can be realized in expressive, realistic or highly technical way.
- Each our design is unique, created for your particular need and style preferences.
The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.
This will eventually take the form of brand guidelines (sometimes called a brand bible.) This is a tangible document that will reflect and support your business goals, differentiate you from competitors, resonate with customers, provide a template for decision-making and precipitate ideas for future marketing campaigns. Keep in mind that you can add to and update your guide as your company scales or changes direction. Apple’s nearly 200 page style guide has undoubtedly morphed over the years, expanding to include proper usage of all their latest product names as well ways to localize for their expanding international markets. Firefox, on the other hand, keeps things simple with an interactive webpage that denotes the separate entities of the brand and ties it all back to its core principles of philanthropy. Facebook’s guide walks through each feature on the platform, provides proper usage and includes helpful do’s and don’ts.
Who does it affect?
- Consumers: As discussed above, a brand provides consumers with a decision-making-shortcut when feeling indecisive about the same product from different companies.
- Employees / shareholders / third-parties: Besides helping consumers to distinguish similar products, successful branding strategies are also adding to a company’s reputation. This asset can affect a range of people, from consumers to employees, investors, shareholders, providers, and distributors. However, if you feel like the brand understands you and offers products that inspire you, you would probably desire to work for it and be part of its world.
BRAND BOOK ELEMENTS:
- Brand Architecture
- Unique Value Proposition Analysis
- Mission to achieve Vision / Brand Vision Capture
- Logo, watermarks and Tagline Creative (branded business cards etc)
- Brand Vision / Tone and business desc (branded business proposal, letterhead, and invoices)
- Modern Graphic Design
- Content Creation / Content Design
- Video and Animation
- Internal / External Identity
- Packaging design. Is the silent salesman that will grab busy consumers’ attention in-store. It informs consumers about the product’s properties and visually differentiates the brand from the competition on-shelf.
- Product positioning
- Tradeshow Booth Design / Space design
- Digtial Prescence / Socials
- Website Design
- WordPress Blog Design
- E-Commerce Design and Implementation
- Customized PowerPoint or Keynote slides Presentation
BRANDING – MARKETING – GROWTH
Once you’ve defined your brand and build up your brand book, is time to get the word out. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product – and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.
Advertising is a powerful tool to create and shape a brand universe as it is very visual and tells a story about the product and company.
- Content Strategy
- Social Media Strategy
- Social Platform Consolidation
- SEO (Search Engine Optimization)
- Social Media Integration
- Email Marketing
- Drip Campaigns
- Google Ad Words Services
- Facebook / Instagram Social Selling Ads
- Mobile First / Mobile Responsive Web Design
- User Experience (UX)
- User Interface Design (UI)
- Detailed Marketing Strategy
- Marketing / Sales Collateral
- Vision & Mission Communication
- Business Plan Creation
- Strategic Advice
- Pricing Strategy
- Promotional Direction
- Social Media Coaching
- Strategic Planning
- Event Planning
Defining Your Brand
Defining your brand is like a journey of business self-discovery. It requires, at the very least, that you answer the questions below:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What’s qualities do you want them to associate with your company?
- Research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.
- Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
- Be true to your brand. Customers won’t return to you – or refer you to someone else – if you don’t deliver on your brand promise.
- Integrate your brand. Branding extends to every aspect of your business – how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
- Be consistent. We placed this point last only because it involves all of the above and is the most important tip we can give you. If you can’t do this, your attempts at establishing a brand will fail.
A better brand means better marketing and communicative design
Once you’ve nailed down exactly who you are as a brand, it becomes much easier to market it. Your brand bible, coupled with ongoing market research and analysis, should give you a tactical advantage in determining the best way to market your products. Do you focus on traditional marketing like radio and billboard, or is your potential customer more swayed by viral Youtube videos and Snapchat filters? Marketing can be a mix and match of tactics, but be careful of spreading yourself too thin. By continually consulting your brand guide, you should be able to focus your efforts on the tactics that really matter.
For instance, Apple spends next to nothing on paid advertising and relies mostly on product placement and media buzz. Once you’re lured in, they hook you with the art of copy. Take a look at the Apple Macbook product page. Like every other computer brand, technical specifications are listed, but most of the prime real estate is focused on copy that is customized to their target demographic. Instead of display resolution, you’ll see phrases like “tactile vibration,” “retina display” and “multi-touch gesture.” Imaginative buzzwords? Sure. But at a $154.1 billion valuation (87% more than second-ranked Google), Apple’s reign as the world’s most valuable brand depends on such innovative marketing.
At the end of the day, marketing is the process that brings you the leads and sales but branding is the foundation upon which you build your reputation and customer loyalty.
Branding increases the value of your offering and make you stand out from the competition. Branding elevates your offering from a commodity to a unique product, allowing you to charge a premium.
Important thing is that branding creates a human connection with your customers.
The art of storytelling lets you engage with customers on an emotional level and achieve a customer loyalty.
“Any idiot is able to make a deal, but to build a brand you need talent, faith and perseverance. Successful brands have a stronger effect on emotions. In the future, social responsibility will fall on them, as they are able to really influence the fate of people, entire countries and the whole world. ”
- A – We had an idea for a new business. Ally helped us build a business plan, execute a financial outlook and find the confidence to build our idea into something tangible and real. We were considering hiring a marketing manager, but hiring Ally as a business consultant has been way more efficient and allows us flexibility. Their knowledge of branding, marketing, and general business dynamics is amazing. Ally helped us find our vision, target and develop a mission to execute. It is precisely what we were looking for. We will continue to work with Ally as we build our business.
- B – Like any organization, we were looking for new ways to diversify our growth and looked outside our team for help. We reached out to Ally at the perfect time. Ally helped us refocus our value proposition and modernize and diversify our go to market strategy. Ally helped consolidate our social media structure and designed a new direct to consumer website. All businesses should occasionally use outside help to kick-start new ideas and help with marketing and strategy. Ally did that for us. It was like having a CMO and VP of Sales at a fraction of the cost. I highly recommend Ally for your branding and business strategy needs.
- C – Getting Ally involved with our business couldn’t have happened at a better time. After 10 years of business, we needed to modernize our approach and needed energy. Ally is an outstanding and dynamic group that really takes the time to listen, learn and understand our business. Their work is outstanding. Ally is a true business partner when it comes to branding and marketing services! They were thorough and affordable.
- D – Ally is an outstanding and dynamic consulting group that really takes the time to listen, learn and understand our business. Their work and solutions are both impressive and made an immediate impact on our endeavors. Ally are professionals and a true business partner when it comes to branding and marketing services!
- E – Thank you! My first impression is that this investor proposal deck is the best I have ever seen. With this professional proposal, I feel connected to the business plan, and I am emotionally connected to the proposal. I feel confident in my pitch. The process Ally delivered helped me deeply connect with my purpose for Gladitood and delivery the why.
- F – Connecting with Ally couldn’t have come at a better time because so many of my clients (especially lately) really have no idea where to go once I deliver them a final design/production resources. Ally can provide the branding and launch support they need.”
- G – Incredible! I have been reading and reading and your advice was so easy to understand an implement. Thank you. Thank you.
- E – Ally is the real deal! They listen and get to know you and your business so they can better craft your message and marketing. They are real. They are amazing. They do what they say they are going to do.
Advertising Brand Brand Experience Brand Extension Brand Identity Brand Image Branding Branding Concepts Branding Strategy Brand Positioning Brand Visual Identity Case Consumers Digital Logo Packaging Product Rebrand