Branding 101

It wasn’t so many years ago when the term “branding” referred solely to the name, logo design, or slogan of a company. Today, branding encompasses so much more. A brand is more about the perception consumers hold when they hear the name of an organization or product. The concept of branding is far more complex than a logo design, although a logo is still a significant aspect of a brand.

The Importance of Branding

Building a brand takes time and patience. It takes dedication to market research and finding what works for the customers you’re aiming to reach. It’s important to build a brand that your products or services can realistically live up to. For instance, if you want your brand to be perceived as the best quality tires, your tires have to live up to that standard in order to build that reputation and for your brand to stick out in the public mind.

The strongest brands can go as far as to replace the name of their product with the company name – the way Kleenex is synonymous with the word “tissue” and any given soda can be referred to as a Coke.

Understanding Your Audience

A successful brand has to understand the needs and wants of its audience. This is where research plays a key role. A strong brand connects the gap between what customers want and what a business can offer. The branding strategies of an organization have to be consistent throughout every avenue of contact they make with the public.

What a Brand Should Do

A strong brand has a clear message. It displays a company’s credibility in the market while building the trust of consumers and motivating them to make a purchase. The effectiveness of a brand doesn’t just happen before a purchase takes place. The brand experience has to last to create brand loyalty. A strong brand has the capability to create a very loyal customer base.

Branding Checklist

  • What is your brand’s message?
    • Is your message clearly defined?
    • Would your message be perceived as desired by an outside audience?
  • What is your brand’s tone?
    • How do you want people to feel when they think of your brand?
    • Do your brand materials (logo, print materials, website, apparel, etc.) express this tone?
  • Who are you trying to reach?
    • Will they respond to message and tone you’ve defined?
    • Are you using the right avenues to reach them?

Branding with ADS Phoenix

From design work and print to websites, branding, and beyond; we do it all. We offer customized services based on our clients’ specific goals. If you have an idea for your next big project, we would love to hear from you. Visit our website to get in touch.

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