Build a Better Brand for Your Products and Services.
A brand is a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” – American Marketing Association
Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
Your marketing materials, website, emails, sales presentations, Power Points and even the decor of your conference rooms and sales presentation areas – every method of communicating to the customer should work together to reinforce your brand. Refreshing and strengthening the brand starts with evaluating a logo and images – do they reflect the desired personality and value of the business? Does the logo communicate the business you are in?
Vital Network Solutions logo needed to better reflect its business so a new corporate logo was created. Their business is monitoring company’s computer networks – hence the reason for using the square in the “i” to represent the monitoring center and the oval a network.
Branding isn’t just creating a new logo and marketing materials, but to all customer engagement points. Include your lobby and conference rooms – everywhere you might engage customers.
To build brand identity and familiarity, all marketing and dealer materials should have continuity of a theme from one piece to the next – each communicating benefits to prospective customers. What is the value of your brand? Your images and writing should reflect that in all of your customer touch points, from your website, ads social media to customer presentations.
A couple of Protect Cell radio spots:
Note how Taco Marine videos are branded with similar images to the blog header above and other Taco Marine marketing materials. They also have the same music intro for brand consistency.