Each day your company’s brand is measured against its competitor’s brands. With branding, the most important goal is turning prospects into buyers.
WHICH MAY SEEM OBVIOUS
As basic as this concept is, I have seen many new brands fail to apply it successfully. The designers or company owners didn’t understand how effective branding could sell their product. Anyone can learn how strong branding works, all it takes is curiosity and dedication.
HOW AGENCIES WORK
Developing a sound strategy takes time, and this is why hiring a branding agency can make the process more rewarding for your company. Your role during the branding process is to provide constructive feedback. This helps the designers make informed decisions.
FACTORS THAT AGENCIES CONSIDER:
- Who the demographic is
- What the demographic should think and feel
- The pain your company can alleviate
- The desires your company can fulfill
- The overall marketing tone
- And more
THESE POINTS CREATE AN OVERVIEW
These insights form a picture of how your branding will turn prospects into buyers. With this information making brand decisions becomes much simpler. You can more easily steer your company’s brand to success.
AND ANSWER QUESTIONS LIKE:
- Does this color entice the demographic?
- Does this copy spark the emotions we want prospects to feel?
- Does this logo summarize our company offering?
- Does our website experience delight users?
BUT THE END-GOAL IS STILL KEY
Every element of your brand should work to get prospects to make a commitment to buying your brand. This could be swiping their debit card, pressing the buy button online, signing a contract, signing up for a free trial, etc. When your company’s brand is compelling, its offering becomes magnetic. Prospects become convinced that they need your company’s product or service. When their need becomes urgent enough, they put money down.
WHAT I REALIZED ABOUT BRANDING
Before I became a brand designer I didn’t know how effective marketing creates emotional bonds. I eventually realized branding is about connecting people with services and goods they need. This is done by creating a mental and emotional environment people respond to.
IT’S REWARDING WHEN A BRAND DELIVERS
1. A brand communicates a promise.
2. A prospect is attracted and makes a purchase.
3. The company offering fulfills the brand promise.
4. The prospect is satisfied.
IT SOUNDS SIMPLE, BUT IT TAKES TIME
What I have outlined here sounds basic, but careful decision making goes into creating a satisfying brand experience. Each step during brand development reveals new insights.
STEPS TO SUCCESS
When you hire an agency, remember the end goal. Each detail should help your company turn its prospects into buyers. Think hard and have heated discussions, but stay true to your end-goal. Your bottom line will thank you. More importantly, your customers will too ■