The Power of Branding
Drilled down to the basics, marketing is all about getting noticed. You can do great work, produce a great product, and provide the best customer service – but none of that matters if your market isn’t even aware of your company’s existence.
The first step to getting noticed is developing your company’s brand. Your brand, or personality, differentiates you from the competition who are also working their brand and saying “Hey! we’re over here. Notice us; buy from us.” How are you different from them? What makes your company special or superior to theirs? What gives you the edge over the competition? What makes your company identifiable as a provider of your particular services? That’s what you want to target when developing your brand and your marketing message.
Branding elements include:
- Logo
- Tagline
- Marketing message
- Elevator pitch
- Product or services descriptions
Once your team of designers and marketing experts have established your branding elements, you’ll need ways to convey them to the public.
Here are some of the main vehicles that will carry your branding message, otherwise known as marketing collateral:
- Websites
- Email campaigns
- Brochures
- Newsletters
- Business cards
- Signage
- Presentations
- Exhibits
Make sure your collateral is designed and produced by professionals. Have your employees learn to use and distribute them correctly. Have a plan in place which dictates that your logo and marketing message are used consistently over all materials. Don’t miss a step, or your market will be confused and left wondering where you went.
Protect your brand and maintain consistency to attract those golden egg opportunities!
