10 tips for Brand Building
Wherever your brand lives, online or offline it is vital to ensure that you build your brand well. Brand building is one of the most important methods for growing your business.
A strong brand allows you to gain instant recognition, generate leads and establish relationships with your customers. The process of building a brand can be long and requires considerable effort and planning to get right.
Your brand is more than just your logo or company name, it is all of the assets that contribute to how your brand is perceived by potential customers.
Our blog post on “What is Brand Marketing” gives further insight into what a brand is and how it can benefit your business. The purpose of this post is to explore the key considerations for brand building.
Identify your Audience
Before you consider your brand building you need to first consider your target audience and how to identify them. Your audience profiles can be identified based on…
- Demographics and psychographics.
- Competitor audience, followers and brand identity.
- Consumer pain points and problems.
Targeting a broad audience may mean lower relevance to consumers. If your target audience is small but highly relevant, you have a great foundation for building the rest of your brand’s content and assets.
Research the Competition
Competitor research is an essential step in the process of building your brand and establishing yourself as an industry leader.
While every brand has competitors, doing good competitor research helps to establish your brand in a unique, yet relevant way. Even though you operate in the same industry, there are gaps your brand may fill for consumers that the competitors are missing.
Unique Brand Building
In a pool of many similar brands, it can be difficult to make yours stand out. Drawing on your competitor research and target audience, you can begin to build a brand that both solves problems and establishes themselves as something different than the competitors.
What is your focus?
It is vital to the long-term success of your brand building to pay close attention to the focus of the brand, this is especially important when you are just starting out.
You are not going to be able to solve everyone’s problem, focus on what you do best and build a brand message that clearly highlights it.
Building Brand Personality
Just because your brand is not a person, doesn’t mean it can’t have a personality. It is very important to develop a personality for your brand. It gives your brand a human touch.
Consider the emotions that your target audience is feeling when they are looking for solutions and begin to develop content and language that speaks to your understanding of their concerns.
Name your Brand
The name will have an impact on your logo, your marketing strategy, your trademark, and other digital assets. A business name needs to be unique and easily distinguishable. Keeping the name somewhat broad will help if you plan on expanding your products or services. It is key to research your brand name to ensure that it is uniquely yours and once agreed, move quickly to acquire necessary assets such as domains.
Pick a colour
The colours that you use not only define your brand but also express the feeling you wish to communicate. Ideally, the colours should make you unique and set you apart from your competitors. Studies show that up around 72% of consumers assessments of a brand are defined by colour alone.
Build your logo
If positioned well, your logo will be the primary touchpoint for consumers and your brand making it one of the most important considerations for your brand building project. The essence of a logo is simplicity, making sure you are not over complicating your message or confusing potential customers. It is important to consider how your brand will be communicated through every online and offline medium, build different versions of your logo that can keep consistency whatever the format.
Seek a Second opinion.
If you are working closely on a brand it is likely that you will become emotionally attached to the brand which may fog your judgement and skew final decisions. Receiving feedback is a great way to build your brand’s credibility. You can conduct a survey of consumers or join a networking group that connects you with fellow business owners. Both can provide quality feedback on what’s working and what’s not, especially as you’re building your brand.
The process of brand building should be an evolving process. It is commonly agreed by marketing professionals that most successful brands that we recognise today have evolved and changed according to market shifts and consumer feedback.
There is no set formula to brand building, the steps outlined here are a great place to start. At Turquoise we are passionate about brands and enjoy nothing more than working with clients to establish a new brand. If you are considering a brand build, please contact us or call 01293 886805. Alternatively, take our “Brand Audit Questionnaire” and see what your brand can do for your business.
The importance of Brand Identity design has become a focal point for Brand Marketers and businesses looking to stand out from the competition.
77% of marketing leaders say a strong brand is critical to their growth plans. At Turquoise we agree, that a strong brand, that is consistently represented not only impacts the perception of your company but also the success of all marketing efforts. That’s why we work with clients to ensure the brand design is a calculated pursuit that encompasses the ethos of the company, its ambitions and tone of voice.
Brand identity design plays a key role in the creation, development, and marketing of every single business. Here are the main reasons we think a well-developed brand identity is key to the success of a business.
It gives your business a unique aesthetic.
Your business is unique, not only for the product or service it offers but primarily from the staff that make it possible. Build an identity that visually represents the people and their contribution to the brand.
Enable customer recognition.
If your brand is easily recognised it makes your sales process a lot easier, if you are recognised for quality and outstanding service, you have to spend less time convincing people of your qualities.
Allows consistent dialogue with your customer.
If you are driving a message that is consistent, your potential customer will spend less time decoding your offering. With a consistent dialogue, your customer will know where and how to find the information they need.
Makes your reputation stand out in the market.
As with customer recognition, your brand will come to signify your reputation and adopt key characteristics from your customer interactions. It is important that you adhere to the values of your brand if your brand conveys quality but your products are lacking, you will soon be found out and your brand identity compromised.
Separated yourself from the competition.
What is your competition doing? Is it all very much the same? Separate yourself from your competition, not only by your products or service you sell but also by the foundations your business operates from. This gives customers a welcome relief from the norm and gives them a good reason to move away from their competitors.
When it comes to a consistent brand identity we have seen that the brands that maintain a dominant position in the minds of their customers are the ones that have developed an ethos behind their brand. This ethos goes deeper than a good-looking logo and colour palette.
With over 25 years in Brand Marketing, Design and Strategy, Turquoise Creative has the tools you need to build and maintain a brand identity that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.
Please give us a call on 01293 886 805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.
Brand Marketing – Making it work
In previous blogs, we explored the fundamentals of brand marketing and how important your brand identity is when building a consistent brand. In this article, we look into the reasons, purpose and the desired outcomes of brand marketing campaigns.
Why invest in Brand Marketing
Brand marketing influences the decisions for both end consumers and businesses. It is most effective for developing repeat business, as any customer’s perception of a brand is going to be largely informed by their previous experiences with that brand. For customers and clients, the company’s brand represents instant knowledge of that company, service and standards they have experienced first-hand or heard about.
How to get started
When developing a brand marketing strategy, companies work to increase customers’ awareness of their reputation. This involves communicating what the company does and how well it does it and providing a way to bring that information to mind in an instant.
This instant aspect might be communicated through a logo that appears on all company material. Or product packaging, company website, business cards, stationery and email address. The brand name/logo should be ubiquitous so that customers associate the company and its reputation with every product and service.
Brand marketing is as much about product and service quality as it is about communication. Poor quality affects a customer’s perception of a brand far more than good quality can. This attention to quality must extend to every aspect of the company’s interaction with customers, including the website and social media activity. Internet marketing of a brand cannot be done as an afterthought, with little investment; any deficiency will reflect on the company’s reputation, and all its products and services.
If you are struggling to get your Brand Marketing to achieve meaningful results, it may be worthwhile giving attention to the following areas…
- Product/service quality – Does your business operate as your brand marketing communicates?
- Competition – What is the competition doing, and where are they seeing the greatest success?
- Bad timing – is the message, service or product misplaced for the time of year or industry evolution?
- Lack of demand – are you struggling to demonstrate the value and uncover the demand?
- Poor alignment with the target market’s values – does your messaging ring true with the values and expectations of the market?
How do you measure success in Brand Marketing?
Brand campaigns should have a number of defined and measurable objectives. You may want to increase your media references by representing thought leadership and innovation. Or highlight your successes through Press Releases, articles or social media. Whatever the desired outcome, it is important to consider what you are trying to achieve and how best to use Brand Marketing to achieve them.
With over 20 years in Brand Marketing, Design and Strategy, Turquoise Creative has the tools you need to build and maintain a brand marketing strategy. Which enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.
Please give us a call on 01293 886 805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.
Brand recognition and awareness play a huge part in building credibility with your customers and developing new clients. Considering your brand marketing strategy is especially important as your company entering its growth-phase.
Brand recognition, continuity and messaging need to be careful planning, ensuring your potential new clients first impression of your business is long lasting and supports your sales message. Wouldn’t it be better and more effective if your prospect had already heard of you? That way, instead of describing your company, you could spend time describing your offering.
People buy products they like from companies they know and trust. Think Apple, Amazon and Starbucks or B2B companies such as Intel and GE. In today’s market, brand credibility is your competitive advantage.
Brand Marketing Adds Value
Founders and business leaders are constantly looking for financiers to support their growth and exit strategies. Investors view a company as a whole before investing, not just its product or products. They also consider corporate reputation, the CEO and founders’ credibility and financial performance before making an investment decision.
Having helped many start-ups change strategy and rebrand for various reasons, it’s key to invest in creating a corporate brand — a brand that customers can believe in and leadership they can trust. The more you invest in the corporate brand, the higher the overall value.
Brand Marketing Engages Customers
In today’s digital era, B2B buying decisions are changing dramatically. B2B buyers are now as empowered as consumers. Ultimate buying decisions, and how businesses interact with vendors is changing.
According to analyst firm Forrester, 90 percent of businesses start their purchases with search, and 74 percent conduct half of their research online before making an offline purchase.
Research also indicates that most B2B customers don’t begin to engage directly with suppliers until they are about 50 to 60 percent through the customer journey. Your brand is working for your business long before any conversation is started with a potential client.
Marketers therefore have to design strategies that educate and engage customers, not “sell” to them. Content should be interesting and search optimised for digital discovery.
Building your brand is key to driving sales, boosting partnerships and accelerating growth. You want customers to trust your name, eager to learn more and be proud they can rely on your brand to run their business. Consider brand building as a long-term commitment and investment — not an expense. Your Brand Marketing Strategy needs very careful consideration and goes deeper that font choice, colour messaging, instead it exists as the very core of your business ethos and how it is perceived in the market.
With over 20 years in Brand Marketing, Design and Strategy, Turquoise Creative has the tools you need to build and maintain a brand marketing strategy that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients. Please give us a call on 01293 886 805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.
Trade shows and exhibitions are an excellent way for your business to gain exposure and meet prospective clients. But with the venue crawling with flashy, gimmicky competitors, it’s easy for your business to get overlooked.
To ensure you’re gaining maximum ROI (Return on Investment) from your time and money spent on stand space and making an appearance, it’s best to think strategically about how you’re going ensure your business is the one being talked about.
Nothing stands out more at an exhibition than the company that did not prepare or rushed the show in the days leading up to the event. Taking the time to plan, prepare your stand and work with a good design team to ensure your presence is clearly thought-out and accurately reflects your business and brand.
Give Away Something Unique
Free corporate pens and mugs are unoriginal and can potentially aggravate passer-by, rather than entice them. You can stand out from the ordinary by giving away something quirkier and still putting your company’s brand on it. Corporate headphones, balloons, laptop skins, socks, sunglasses, even Rubik’s cubes; the options are endless, and the chances of standing out are huge as are the benefits. If you can get people wanting what you are giving away you can create quite the buzz.
Remember that buzz means conversation. You want to provide customers who go past your booth with opportunities for conversation. We hear positive marketing messages so often, they become dull. Step up and provide people with something humorous they can pass along and you’ll get people talking about you.
Check out the competition
Do your research. Check out the competition and learn from what they’re bringing to the exhibition, not just staff-wise but visually. What initiatives do they have to attract footfall? What is the message they are delivering? What are their strengths? What are they doing better than you? These are some of the things you can look at, so you can make sure you’re prepared for any questions regarding your competition. This is also a great time to start thinking about what changes you will make to your approach for the next event.
If your brand can be seen on a myriad of websites or has won awards for outstanding work, use it as a focus point in your exhibition. Create a stand design that accentuates these features, with a huge shout out to “As Seen On” or “Award Winning” for the show attendees to see. This will definitely get curiosity and buzz going for your brand.
Invest in a great display
I’ve seen some of the big companies bring some really sad-looking tables to a trade show. If you want to look bigger and more invested (and more investable!) then consider this part of your marketing budget for the year. If you have something printed that looks really great, you can also save it for future shows. A well-designed exhibition stand will be with you for a long time if well maintained.
Use Design to your Advantage
We’re all attracted to great design, whether we know it or not. At exhibitions and conventions, it’s easy to have everything blend together visually. Make sure you have a stand that stands out from the competition, using design as a differentiator.
Whenever we do exhibitions, we go through a list of attendees expected to visit, which organisers can provide to you. We send out emails to people we want to meet, and many of them will respond and stop by our stand. This helps us meet key people without wasting time during the event.
So how can you stand out in a crowded Exhibitions and Trade Shows with an amazing exhibition stand?
Call us today for an informal chat over a coffee, and see what we can do for your exhibition
Turquoise Creative – contact Steve by email or call 01293-886-805.