Branding – The Most Important Aspect to Marketing
January 17, 2023
By April Ball, BlackFin Group
Brand recognition and brand strength is at the core of every marketing campaign. It is imperative your company values and recognizes the importance of branding. Without a strong brand, it is difficult to connect with consumers and clients alike and share the WHY behind your mission. A strong brand is the voice and character behind all your products and services and what makes consumers think of your company.
When developing a brand for your company, ask yourself a few questions:
1. What personality do you want your brand to have?
A brand’s distinct personality is what a consumer is going to cling to. This personality needs to match your mission and how you want your brand to be perceived. Do you want to be laid back and casual? Or do you want to be a powerhouse and assert dominance? Begin carving your path by evaluating the products and services your company provides. Recognize the first thoughts and impressions you have when thinking about your company’s industry.
2. What values to you want your brand to express?
In today’s world, consumers and clients want to build relationships with brands. The easiest way to build a relationship is through common values. If your brand shares the same values as a consumer you are targeting, you are more likely to get the sale. Values may include honesty, transparency, respect, superiority, etc.
3. What demographic are you marketing to?
Let’s be honest, no one company can market to every single person in the world. If that were the case, we would not have demographics and target markets. Understanding who you are marketing will hep you develop your brand. Think of the characteristics your demographic values and incorporate them into your brand identity. You will be able to capture your consumer by being able to quickly and easily connect with your brand personality based on similarities in the demographic.
4. What attributes do you want your brand to embody?
Like personality and values, an attribute is a quality or feature. This is where your color scheme and logo come into play. After you have identified the personality your brand will have, begin to think about the color of psychology. For example, Red, yellow, and white trigger a chemical messenger (Ghrelin) to make you feel hunger. Think about all the food chains who use this color scheme. McDonalds, Carl’s Jr., Red Robin, In N Out, Burger King - the list goes on.
5. Does your brand have a long lifespan?
Before you pull the trigger on defining a brand identity, think about the long road ahead. Will the brand you are creating be relevant in five, ten or fifteen years? You do not want to spend a good amount of your time on a project that is going to be outdated in a few short years. You want your brand to have a long lifespan. That, and it is costly and time consuming to rebrand. At the end of the time, build a brand that can withstand the test of time.
At BlackFin Group we know more than anyone the value a brand brings to a business. For this reason, we steak heavy value on transparency. We are not looking to rack up your marketing expenses with costly campaigns that don’t bring in much revenue for you. Instead, we have a candid conversation regarding your goals and your budget. From there we recreate a uniquely tailored marketing strategy specifically for your company.