The Threads That Keep Your Brand Together
There are many moving parts that work to keep your brand together as it develops and grows. Marketing and branding can get trickier as a company expands, but there are a few fundamental methods that almost guarantee success, from defining value and purpose to visual identity. With these in mind, you have a solid foundation for starting a business with high-quality branding.
Consistent Marketing Tactics
Marketing is at the heart of modern branding and comes in various forms. Digital marketing is a popular method these days as businesses try to appeal to niche audiences across the web or use SEO to their advantage on search engines. However, a successful marketing campaign really relies on integrated marketing methods that ensure a consistent campaign from start to finish. While this is simple, it is pretty effective and results in increased awareness and loyalty.
The Value and Purpose
There is always a why to a business, even if it isn’t apparent and clear. Yes, money drives business growth, but that’s not the reason you started. When you really think about it, there is a powerful reason behind your motivation for embarking on the journey, and people will always get behind an authentic story from a passionate entrepreneur. Perhaps you create low-cost female underwear for underdeveloped countries; that’s a story and purpose anyone can get behind.
Keep Your Brand Together with a Story
Today, 90% of modern marketers use storytelling woven into content as a core marketing strategy. A detailed and relatable story is a cornerstone of developing brand awareness that can attract the right people and even make them customers for life. Massive companies such as Disney, Coca-Cola, and McDonald’s gear marketing efforts around stories and even brand association (the pinnacle of marketing), as is the case with Coke and Christmas.
Strong Visual Identity
You see two round ears, you know who that is! There are two golden arches in the distance, and childhood memories of burgers spring to mind! That’s the power of visual identity, and it can work for your business too. More than a logo, visual identity extends to colors, slogans, themes, and even a consistent tone of voice. These are the cornerstones of branding for the public, and they are extremely powerful when done correctly, even becoming immediately recognizable.
The Overall Experience
Perhaps the most overlooked part of branding is the experience. So much time can be spent on fancy logo design, artwork, and ad campaigns that companies forget who is really important. That’s customers and employees. The experience for both should always be as valuable as possible, so each gets what they need from the business. Product quality, safeguarding for both, and consistent communication add a lot of value to the experience of clients and staff alike.
Summary
High-quality and consistent marketing efforts are among the most valuable threads that keep your brand together. It doesn’t hurt to have a compelling story that the public can get behind, but that also relies on a satisfactory experience for customers and employees alike.
