Brand Me, Baby!

Whether you are considering giving your brand a facelift, or you are starting a new venture in need of a brand, it is important that you take into account the main purpose of your company's brand. The main purpose of your company's brand is to help you grow your business.

Most new businesses start out the process of creating their brand by looking at what other companies are doing, they make notes about what they like, what they don't like, and they proceed to get a graphic designer involved to create a logo, some business cards, and some matching stationery and envelopes. While this may seem to be an innocent and appropriate method of creating a brand, you need to stop and ask yourself at what point do you consider what impact this is going to have on your customers?

Unfortunately, customers often get left out of a company's branding strategy altogether, and when you stop and think about it, aren't they the only reason you're creating a brand in the first place. A brand shouldn't be built to make your company executives happy, or to help an agency show off, it should be built to appeal and enrich your company with its customers, current and future.

Once you know "who" you are catering to, the next step is figuring out "what" exactly you are trying to communicate. Are you trying to convey a message of energy, vitality, and youthfulness? Do you want to stand out and be perceived as different than the rest of the competitors? Or does it make more sense to instill confidence, trust, and calmness in the minds and hearts of those you are going to be reaching out to? All of these decisions must be decided before the branding process begins.

The third and final step to developing an appropriate branding strategy is figuring out "how" to communicate everything effectively through every piece of media you have. Oftentimes businesses forget that every piece of paper and electronic communication that leaves their office speaks volumes about who they are and what they stand for. Things as simple as fax cover sheets, invoices, and estimates are often left out of the overall branding strategy; not in our shop. We make sure that everything that touches your customers is done intentionally and is all working together as a team.

All branding work begins with a conversation. With a comfortable conversation with one of our experts, we will work with you to see if your brand is doing everything it needs to do, and we can make suggestions on how you can maximize your return quickly and efficiently. (Don't worry, we won't tell your current brand that you called us).