Why Is Branding Important?
Branding is all about standing out. It’s what draws people to your business, makes it relatable, memorable, relevant and appealing. It’s what builds loyal customers who keep coming back. Branding is about defining what makes you resonate with your target audience and being true to this.
Branding starts with strategy. We workshop & consult with you to help define your mission, values, tonality, positioning and much more. Through experience we know exactly the right questions to ask and how to provide absolute clarity in the process. Small or large business - you will come away confident that you’re in good hands.
This is where names, logos, colours & general look-and-feel factors fit in. It’s not just about slapping together something that looks nice (although we do plenty of that), but about backing it all by research & strategy to make sure it actually works. This is about setting up parameters to help you stand out in a busy world and against competitors.
Brand Collateral Design
Starting with a brand or style guide, which is a rulebook to enforce consistency across all mediums, we begin to design all the assets that you put out to the world. Business cards, letterheads, packaging, flyers – you name it. The designs are informed by the brand/visual identity process, but having consistency means you’re serious about a strong, memorable presence.
Managing a brand is tough when there are multiple heads in the mix. Brand management is about ongoing quality control for your brand assets, ensuring that quality & consistency standards are adhered to. A brand should be flexible, but only within the scope as defined by your brand guidelines.
Branding can be confusing, but at its core it is reasonably straightforward. The beginning of a brand is about defining the following:
What: what is your business, what does it do and what’s its history?
Why: why are you in business (include more than just, “to make money”)?
Who: who are your target demographics?
How: how does your business communicate?
Branding is designed to create a positive perception of your business in the eyes of consumers. First you need to work out a few things like your mission statement, your value propositions, your values and tonality, to name just a few. Successful branding then uses these items to build consistent themes and elements such as logos, visual identity, slogans and messaging to establish a differentiated presence in the market.
It is a common misconception that branding is only something for big businesses to consider. Here at Advantage we believe branding is beneficial for all businesses, from local cafes to family run building companies and international retail stores alike. Branding is about turning what it is you do into something impactful. We don’t propose that you invest all your resources into branding at compromise to other important items, but it is an important consideration in bringing any business to market.
A good question to start is “do you feel that you are engaging as well as you could be with your target audience?”
Trends and technologies are constantly changing, adapting and growing. Whilst the core of your business may remain strong and unchanged, the face and how it communicates needs to shift in line with the world. This means that in order to stay relevant to the market, you need to consider how to make your brand dynamic and fresh to give you a competitive advantage. We offer a comprehensive or lightweight rebranding service to match your business. Reinvigorate your business, reach new audiences, build greater loyalty in customers and more.