All About Branding: Part 1

All About Branding

From Tagline to Talk

Although Strata doesn’t specifically create and implement branding services, we work with and use brand standards to create marketing materials day in and day out. We’ve seen great (and not so great) brands, and know what makes a brand stand out among competitors. Branding isn’t just a buzz word – it’s important no matter how big or small your company. It isn’t simply a logo and consistent colors – although it is these things. It’s also the way you make your customers feel, the experiences you provide, and the language you use to describe your products and services. Whether it’s known or faintly and unknowingly distinct, you have a brand and an image you’re putting out there…but is it purposeful? And is it the right one? We’re bringing you some best practices to make sure your brand truly matches the product or service you offer.

What is Branding?

Today, in a vast plethora of options to choose from no matter what industry, using tools to distinguish your business, from your logo to your services, is more important than ever. A brand is what helps you set your company apart from other businesses. It’s “a feature or set of features that distinguish one organization from another…typically comprised of a name, tagline, logo or symbol, design, brand voice, and more.” But it isn’t just the visuals. It’s the feeling and experience the customer gets from interacting with your business, whether that’s in person, on the phone, on social media, on your website, or somewhere else. Branding, as an action, is setting up these features, from tagline to talk. It involves understanding your product, why customers love it, and catering to those current and future customers with a distinct and memorable experience. “It’s what transforms first-time buyers into lifetime customers and turns an indifferent audience into brand evangelists.”

Why is Branding so Important?

Even if you don’t think you do, you definitely have a brand. Maybe your customers say “I love that company. Every time I call their customer service is kind, and their products make me feel great. I also love their cute and simple logo. I’d definitely buy a t-shirt.” There’s your brand right there. Your customers perceive these brand elements, have reactions to them, and choose to give you additional business. Yet, the smallest of hiccups can ruin a brand. A few wrong moves or interactions with unpleasant employees can cause your business to be looked at a lot differently, and can change the experience for everyone. It’s important to know, understand, and nurture this brand to continue to grow – and not lose – your customer base. Branding can help you “establish the ways in which you’re different, special, and unique. And it shows your customers why they should work with you instead of your competitors.”

Visuals are of course just as important as feelings. Especially now, in 2021, brands are urged to reach further in their experimentation and uniqueness, creating eye-catching logos, websites, social media imagery, and merch. More and more, companies are expected to be “instagrammable” in their image. Kids, teens, and even adults are intrigued by the idea of getting a good photo for their social accounts. Not every store or business has to attempt this atmosphere, but there should still be some thought behind who you want to be and how you want to be seen.

Simply put, branding gives your company an identity, makes it memorable, helps you create and solidify marketing, and gives your employees and fans something to talk about and be proud of. It can increase the value of your company to give you more leverage in the industry, and thoroughly establishes trust (for partner brands and customers alike). Basically, you’ll look a lot more professional if your brand isn’t just an accident, but is planned, deliberate, and easily recognizable.

Does Your Brand Match Your Product/Service?

Now that you know its importance, take a minute to think about your brand. Does it match who your company is, your products and/or services, and the feeling you hope your customers get when they interact with your business? Does it portray the taste, the look, the feel, the scent, the sounds of whatever you sell? If your answer is “no” or even “I’m not sure,” it may be time to dig a bit deeper into what exactly you’re putting out there for the world to see, digest, and associate with your company.

Maybe you’d describe your company as traditional and authentic. The original idea for your product dates back to the mid 1900s. Don’t hesitate to promote and communicate this in the imagery and messaging of your marketing materials. Maybe use a traditional typeface, a nostalgia-inspired logo, and incorporate some authentic, vintage music into your videos. Oppositely, maybe you’d classify your company as new-age, experimental, unique, trendy, and fun. Use modern branding styles, popular music, and distinctive, trendy content to further create a stylish and hip experience that matches your product.

Psychologically, humans don’t like to think too hard. They like when things are easy to decide on, and when they make sense. Make their decision easy by providing great customer service with a great product or service. Combine multiple unified brand elements so their brain can relax and enjoy the environment. Humans are also terrified of missing out (hello FOMO) – so create a branded experience that’s too good to pass up (aka, inspires FOMO). Make sure your business has a distinguishing look and feel that makes customers (or even potential employees) want to talk about it and brag about it – whether by word of mouth or through a hashtag.

Before starting your next campaign, use this knowledge to think just a bit deeper into your products or services and the story you’re sharing with the world. Make sure your company’s identity is not only one that you’re proud of, but one that exemplifies your offerings and differentiation from competitors. If you’re looking to improve the reach of your brand, contact Strata today to set up an on-brand campaign that utilizes crafted messaging that will help capture and inspire new and returning customers.

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