The Importance of a Brand
First impressions last, make sure your customers remember you with a total brand identity. Your brand is one of the most important functions of your business. A brand symbolically illustrates a company’s mission statement, values, products and services, and highlights a unique selling point to set you apart from the competition. Branding also creates a point of recognition with your customers. Your brand is an emotive touchpoint to connect with your customers, by telling your brand story through imagery and writing. And it goes without saying that a well-built brand, heavily influences brand awareness, ensuring that your company is top of mind for your target market.
When you cut yourself while cooking, do you ask for a sticking plaster or a Band-Aid? When you’re thirsty, do you ask for a Cola or a Coke… There are many examples of brands that have transcended the name of a product and instead defined a whole category. Here are some examples:
- Jet Ski
A strong brand can also inspire current and future employees and provide direction in the workplace. Your brand should be representative of the culture that you want to evoke in your company, to ensure an authentic and effective brand experience for your customers. Having a solid branding guide also has a very tangible role in directing the design, look and feel of all business communication materials including email templates, social media posts, catalogues and more. This branding material can then support your advertising campaigns to create a holistic marketing strategy.
Branding & Rebranding for Small Business
Branding is the artistic representation of your company. It incorporates the power of imagery and words to inform your customers of who you are. When you’re a small business owner, it can be difficult to define exactly what your brand is. With ViVO you don’t need to worry about that – we will coach you through the branding process to determine what your unique selling point is, and from here, we will build your branding strategy. We also use data to learn more about your business niche, and determine which branding statements will resonate best with them. We go far beyond logo design to ensure that your company’s messaging is well received by your customers.
When rebranding your business, there is a great advantage of being able to evaluate how your brand has worked for you in the past. A decision to rebrand often means that the design needs to change, but sometimes there are elements of your brand which still hold equity, and may help leverage your rebrand. We are extremely cautious not to dilute the integrity which the brand may already hold amongst its customers and competitors. We take the branding process at your pace, working with you to incorporate the positive elements of the old brand into the new brand. We have gained rebranding experience working with many schools, business services, trades and health and fitness companies, equipping us with the knowledge to build the perfect rebrand for your business.