Have you ever wondered what it would be like for someone who did not have a name, a face or even a signature? This is the simplest way to understand the importance of the visual identity in your business. It is essential to have a good visual identity for a brand that seeks to enter the market in a solid and professional way.
The visual identity is the first impression that the consumer has of your company, mainly through the logo that should convey credibility and confidence. It is imperative that it be developed by professionals capable of building the consumer’s trust, which will make your business stand out from the competition.
A well-developed branding strategy is a strategic element for your business to gain market share. The consumer associates the company’s quality of service / product to the image it presents. If the visual elements of your business are of low quality, the consumer assumes that so is the service / product.
Thus, before drawing up a Branding strategy, you need to define your business and the personality of your brand:
– What is your company’s mission?
– What are the benefits and features of your products and services?
– What quality do you want your clients to associate to the company?
Do some research and identify the needs, habits and desires of your current clients and / or potential clients. Do not rely on what you believe they may think.
Once you have structured your brand, it is time to start promoting it:
– The logo which should be consistent with the identity of your business, should be everywhere: packaging, website, communication strategies.
– Register your brand’s main message. What is the key message you want to convey? All the employees should be aware of the brand’s attributes.
– Your brand extends to all aspects of your business, from the way you answer the phone and how you write your emails, to the signature. You should create a “voice” for your company and apply it to all forms of communication. If you have a “friendly” brand, talk to your clients, if your brand is luxurious, be more formal. You define the essence.
– Create a slogan. Make a memorable, meaningful and concise statement that captures the essence of your brand.
– Develop design templates and create standards for marketing materials. Use the same colour scheme and placement of the logo. No need to be extravagant, just conscious.
– Be loyal to your brand. Your clients do not repeat the shopping experience or mention your brand if their expectations are not fulfilled.