“Your business is the body, your brand is the soul.” Nothing quite encapsulates the importance of building a brand like these words by brand coach Ashley Chymiy. Today, every business, big and small, realizes the value of building a brand. In fact, many start-ups dedicate substantial resources and thought to creating brand value right from inception.
Successful organizations worldwide consider branding a very useful investment due to broad twin benefits.
Branding results in a strong positioning and establishes effective differentiation among your customers. It smartly helps you occupy your customer’s mind space by connecting yourself with their core needs. An innovative, thoughtful branding strategy aligns your corporate communications with what your target audience would actually like an ideal brand to be. It builds a brand connection like none other, thus enabling unparalleled customer loyalty and repeat sales.
You will find numerous examples of such smart brand strategies, mostly in the FMCG industry, where competition based on differentiation is fierce. Working with a crafty brand consultant will ensure that your brand story is being told in the most compelling way across all customer touchpoints. Ace brand consultants, such as the Houston-based Retna Media, tap into a brand’s energy – past and present – to develop robust brand strategies that produce amazing brand-building results.
However, there is another huge benefit of branding that’s often overlooked. An astute branding strategy ensures that the value of your assets keeps growing consistently, giving you excellent returns on investments. This will be typical for large infrastructure brands or companies whose business models call for regular transactions of physical assets.
Interestingly, these are also the sectors where investors and owners often think that investments in branding don’t yield higher returns in terms of revenues. An effective branding strategy, in the short run, lays the ground for your company’s marketing strategies to thrive and, in the long run, supports growth and efficiency across all departments of your company – right from attracting the right talents to work for you to effective firefighting during crisis hours.
It may be fair to equate the branding process to creating a Teflon coating around your brand – one that provides a polished feel around the ruggedness of day-to-day operations and the one that doesn’t allow any untoward incidents to stick for long. The trust that good branding helps create with your customer is unparalleled, often helping you glide through turbulent times.
Right from your logo, fonts, colors, website, and social media platforms, up to the mission and vision of your organization, it all should be part of your branding strategy. Most importantly, what these different aspects do cohesively determines your branding strategy’s effectiveness. However, some basic pillars need to be articulated and aligned well for your brand story to stand tall.
“What is the purpose of your brand?” This could be a tough question, but finding the answer to this is inevitable if you want to build a sustainable company. You will need to find your brand's purpose and articulate it in the simplest possible manner. This will be the cornerstone for all your internal and external communication strategies, including product development and vertical expansion.
“Design is the silent ambassador of your brand,” says Paul Rand, the celebrated art director. Your logo design, font design, collateral designs, and even interior designs of your workplace all need to be well-aligned to the story and brand purpose you stand for. Moreover, smart, futuristic companies love to integrate design thinking into their strategy to fuel innovation and refine skill-sets.
Brand storytelling is increasingly becoming a must-do for brands worldwide. When rightly done, nothing can create a better absolute brand connection than your brand story – narrated creatively and delivered strategically.
Podcasts, corporate videos, coffee-table books, social media campaigns, and even creative advertisements can qualitatively engage your target audience using brand storytelling.
Numerous examples show how brands that have achieved enviable positioning and differentiation used emotive storytelling with their customers.
In today’s world, you need to have a smart and cohesive communication strategy for your brand to stay relevant, especially on social media. It is imperative for your brand to constantly inspire, engage, educate, entertain, and relate in creative ways with your audience to win their hearts and minds.
You will need to work with experienced brand communication experts to ensure that your strengths, successes, and learnings are qualitatively communicated through a SMART communication strategy. The experienced professionals of Retna Media have been working with over 150 brands in the United States to create tailor-made concepts, and execute their creative delivery, to build long-term value.
Say hello to Retna Media – Houston’s top branding, digital marketing, and advertising agency. With a qualified team of illustrators, writers, designers, brand strategists, content creators and concept explorers, Retna Media is an agency with a cause – to create design solutions that unlock your brand’s potential like never before and promote your business’s value with strategic and creative excellence. We succeed when we enable your brand to seamlessly connect with your audience and derive tangible results from proving it.
Visit Retna Media today to learn more about us and explore working together to take your brand to the next level.