Maybe it’s just us, but our absolute favorite part of the business process is brand development.
Brand image – This word is overused and often not understood.
When a new client comes to us for an overview and asks for consultation, we often suggest that they do some homework for both us and them:
- What’s your self-image? What do you think you or your company represent?
- What’s your goal image? If that goal image is a complete overhaul of your current branding, how do you plan to get from point A to point B?
- What do you currently do within your marketing?
- Is your marketing consistent?
Your branding is what represents you and your company to the world. It’s the exterior shell which you’ll be judged by. And even though we always hear “Never judge a book by its cover” the saying isn’t what’s put into practice. People will judge and they will do so without realizing it at times. This is why it is key to define your brand image before you leap into your marketing and are printing out your business cards (or making those company t-shirts). Work on that image and then use it as your foundation.
We often see large failures when a company has completely off-base branding, a dated look, or has no real brand strategy. Also, keep in mind that having a logo does not equate to you having a brand. No, what you have is a starting point.
But before you even build your brand, you should understand your target market, your competitors, and your company fills a market need. Knowing this helps to know your audience and what they respond to. Knowing this helps in all of your marketing decisions.
