Running a business without a sound brand strategy is a bit like jumping out of an airplane with just the logo of the parachute company on your back.
It’s not going to end well because you haven’t planned properly. We’ve learned that businesses who embrace brand strategy have a better chance of winning.
A logo will not grow a business alone because it is unable to deliver the complete story of why people should care. A brand developed through customer exploration, market evaluation, and informed design decisions creates a superior brand story in the market. The resulting memorability is valuable brand equity.
A brand is a unifying system that aligns business, product, operations, sales, and marketing to ensure that you are building what customers need and when. That means constantly evolving and functioning cohesively across physical, digital, and environmental touchpoints in order to successfully engage customers.
Investing in a brand or rebranding process early on in the life of your business is key for identifying your customer, defining business goals and highlighting concise points of difference. A brand system that is consistent yet flexible will provide a return on your investment multiple times over.
Arming your business with proprietarily branded messaging and visuals that connect with customers is brand ownership that provides instant memorability. Without it, you may find that other businesses are using the same stock elements to present themselves. This leads to market confusion and dilution of the uniqueness that is your life’s work.
Building your customer base is a marathon, not a sprint. You should use every touchpoint as an opportunity to sell, endear, and convince them to take action.
Businesses who develop strategic branded channels of communication establish a rhythm of trust and advocacy that extends the reach of your message. As customers feel that they are a part of an experience they will invite others to join them.
By being more transparent, you invite people behind the scenes. Showcasing what sets you apart in the market gives people something to love. Providing them a clear mission to align that makes them a part of your culture. We always say that customers seek not just to buy something but to buy into something.
A branding strategy that provides a future-focused and proprietary brand experience is a tool to help you build your tribe and grow your business while you focus on perfecting your core offering.
We believe the most successful businesses embrace their unique brand story and strategically engage people where they live in order to build commercial value and win their market.