What is Brand Marketing and Why is it Important?

What Actually is Branding?

Simply put, your brand is a collection of elements that make up your business’s personality. Visual style, tone of voice and core values are all part of your branding. While the visual representation of your business is a big part of branding, it’s a common misconception that branding is limited to just this. One thing that you need to understand early on as a business owner is that branding is a lot more than just a logo and a colour scheme. If  you are wanting to push your company forward in the long term then won’t get you very far without making use of other elements that make up your brand identity. Why is it so important?  Because the outcome of good branding is increased trust and familiarity with your customers and a business that comes across as ‘human.

Why is Branding important?

Branding is how your set your business apart from competitors. There will always be someone selling something similar to your product or service, but by making clever use of branding you can give yourself an edge over these other companies. Your brand is how you connect to your customers and vice versa. If your branding doesn’t align with your values, then there’s a disconnect between your goal and what you’re going to achieve in terms of your business. It also gives your customers more to connect to than a faceless shopfront. Vital if your sales success depends on online sales and less in the way of face to face contact.

How can you ensure consistency of this?  It’s important to have clear brand guidelines, that you stick to. This way your brand stays cohesive and becomes familiar and recognizable. One advert in one newspaper is not enough to a) increase brand recognition b) convince people to buy from you and c) allow you to stand out above your competitors.

Things to consider when defining your Brand…

Visual Branding

When it comes to the visual side of branding, the main things to consider are your logo, colour schemes and typography. These must be cohesive across all forms of marketing and online presence. Consistency is key. This is what will help you create familiarity for your business among new and existing customers. And familiarity breeds trust!

Your visual style should be appropriate for the kind of business you are, and have your ideal customers in mind. Who’s attention are you trying to get? And what kind of branding and visuals are likely to get it?

Tone of Voice

Tone of voice is an important component of branding. having a consistent tone of voice across all forms of marketing will help build trust and familiarity for your business.

Brand Values

Having strong brand values is what is going to earn you loyal customers. They help you to connect with your customers and give them confidence in your aim and integrity.

Online Presence

Your online presence is incredibly important, especially in this digital era. The internet is where potential customers are most likely to find you so its essential to have something to show. Your website and your social media accounts are where your customers are likely to end up if they want to know more about your business, so branding is especially important in these areas. With your online presence, you can bring your values, tone of voice and visuals together in a complete package that can help you to win new business.

Your brand sets the tone for the overall experience your customers are going to have interacting with your business. Hence why it’s not something to be overlooked. With a bit of time and effort you can be well on your way to an effective and cohesive brand strategy.

How we can help

Our job is to build brands, strengthen companies identities and push their visual sales and marketing forward to help them increase their sales and improve their turnover. After all, design is a sales tool and it should first and foremost be about improving your sales and brand perception. We operate on the very logical realisation that no company actually needs graphic design, they need sales. Design and marketing however are pretty good ways of increasing sales whether its through promotional leaflets, brochures or advertising; an online presence, SEO or with an email marketing campaign. In order to get sales, a company needs to walk the walk and talk the talk – and that is where we come in.

Our business model is based on the principle of doing good work, establishing long term trust and building relationships with our customer to deliver the very best for them. All whilst ensuring that they have no need to consider any other design company for their future marketing needs. So far it has worked with over 90% of our business being generated from happy client referrals.

Our combination of design quality and pricing has seen us build a client list ranging from the ‘kitchen table’ sole trader right up to international corporations.

If we are what you are looking for in a local design company, then the next step is to get in touch.