By Avery Taylor Phillips
Your product or service won’t sell unless it has a face. That face is your brand. Branding is one of the first things a potential customer sees when considering a purchase.
A lot can be told by just a simple logo, such as the company’s beliefs and practices. This can only be read, though, if the brand is well known. Whether your company is just starting out or not, branding is one of the most important things you can invest in.
Your brand tells the story of what your company is about and what you offer. Customers will not be told that story if the effort is not put into branding. Although making an unforgettable brand image seems like a daunting task, here are three strategies that take advantage of the psychology behind developing brand loyalty that will get you and your company on track to recognition.
1. Define Your Vision
You can’t tell the story of your company if you don’t have a vision. People can be persuaded much more by a story to buy from a specific brand rather than the product that is being sold. Having your brand tell a story not only informs potential customers who you are, but will also foster trust with people when the motives and drives of your company are known.
If you don’t know what your story is, ask yourself this simple question: Why? Why make this company? Why make this product? Knowing the purpose of your business will help people form a relationship with your brand.
Just make sure to keep your story short and sweet. People don’t want to read a novel. They just need enough information to make the initial connection.
2. Use Graphic Design
First impressions are everything when it comes to a company’s brand. If the logo or package design doesn’t look the best that it can be, your sales will definitely take a turn for the worst. The way a product or service is showcased can be just as important as the product or service itself.
People tend to shy away from things that aren’t aesthetically pleasing and gravitate more towards visually striking designs. That being said, brand identity and graphic design are inexorably intertwined. Graphic design expertise can be used in the designing of logos, packaging design, business cards, and web design.
Designing is not just about making a product look good, but to also encompass what the company is about in a visual sense. That way, customers can tell straight away what your business is about just by looking.
People more often than not take brand name into account when making a purchase, forming split second decisions about the worth of a product by how recognizable it is. Tell customers your brand makes quality, valuable products through the art of graphic design.
3. Integrate Your Brand
For your brand to feel authentic and memorable, it needs to be integrated into everything a company does. Whatever your company’s purpose and beliefs are, let it infiltrate your branding. Customers want to know that your company’s about more than just trying to make a profit, and customers are everything to a brand.
If people cannot trust your brand, then you have a lot of work ahead of you. Instead of getting to that state, integrate your brand into the customer service aspects of your business as well. If people can trust to be helped by your company, and you’ve made purchasing items as easy as possible, they will return to your business time and time again (as well as tell friends and family).
Integration of your brand should even go as far down as the invoice you send out. Although it may not seem like it, there are a few reasons why creating a personalized invoice matters to your brand image. Invoices are an essential tool of communication between you and your clients.
The tone you use should reflect the tone of your brand. When you add a personal touch to your invoices (by mentioning the client’s name and company details), customers will form a more positive view of your brand and will be much more likely to do business with your company again.
Also, take some time to consider the invoice system you choose to go with. A good invoice system will not only improve your brand’s reliability, but also strengthen the relationship you have with your customers.
What do the top marketing campaigns of all time have in common? They all have a recognizable brand that cannot be forgotten. No matter how hard you try, you can’t get their jingles and slogans out of your head.
Although getting your brand to the recognition level of these business titans seems like an unachievable task, all hope is not lost. As long as you have a clear vision and graphic design prowess, it’ll be easy to integrate your brand into everything your company does. Then your brand, too, will be able to tell your story to people everywhere.