Today’s consumers are more business savvy than ever before. They do competitive research before choosing to spend their money and are always looking for a way to share about their experiences. This challenging landscape creates an aggressive environment where...
Today’s consumers are more business savvy than ever before. They do competitive research before choosing to spend their money and are always looking for a way to share about their experiences. This challenging landscape creates an aggressive environment where branding becomes fundamental–as it becomes harder and harder to stand out.
How Has Branding Evolved?
Marketing that focuses on brand identity isn’t as simple as it used to be. Previously, it was solely focused on visuals and typically tied closely to a company’s product. This included business developed names, colors, designs, logos, and trademarks. Everything worked together in order to encourage consumers to buy their products instead of their competitors. That’s all you needed!
While these characteristics still are prevalent in most modern marketing campaigns, this evolution of branding now urges businesses to incorporate identity, values, messaging, consumer interests, economy, relationships, and storytelling. Now, your brand has to identify with more than your services or products. It has to expose who you are, what you stand for, and how you share your company culture with your community. Technology has created a global platform for businesses to interact intimately with consumers. We no longer go online, because we live online.
Websites have become a successful way to directly communicate with consumers, and is often the first place they look. When you create a website, your branding should be the foundation for each stage. From planning marketing efforts to content creation, each and every part of your site should reflect who you are. A few simple ways to integrate branding in your website is:
Create a consistent color scheme and theme.
Use consistent typography and design elements.
Be sure to add logos, watermarks and icons.
Tell the story of your business through each site page.
This approach aims to extend your reach through subtle pieces of content. It can also encompass social media, blogs and videography. Once you have everything, take a step back, and you’ll notice that the entirety of your company lives in branding. Establishing your company’s brand identity may be a challenge at first, but ultimately make a huge difference in your efforts!
If you are interested in successful branded website examples, we have case studies available for review here.
Benefits of Brand Consistency
Brand consistency is the continuous delivery of your brand identity through story. Since your brand is more than just a logo, the content you publish should reflect the vitality of your company culture and evoke emotions in the consumers. Consistency also helps you connect with your audience because over time it slowly becomes easier to understand your message.
But how do you create good brand consistency? Let’s start with some basics.
Establish Brand Guidelines - Creating brand regulations can actually make decision making easier. Guidelines contain clearly defined rules and standards for your representation. It should cover all aspects of your product’s visual design, tone, message and overall identity. As we briefly mentioned earlier, your designs, content, and website should all tell the story of your brand. A brand overview is a good idea. It can pull together elements, culture and visual elements in order to not only tell, but show, the identity of your brand to consumers. Each and every part of your business needs to adhere to these requirements. That way each portion of your marketing, copywriting, designs, outside briefings, and client communications can feel the same.
Always Work Towards Brand Consistency - Comfortability is key when it comes to cultivating strong brand relationships. When a consumer becomes more familiar with the look, feel, and understanding of your brand–they easily become customers of your cause. Brand consistency is usually seen the most through communication and content design. You want to create elements that are easily recognizable like logos, brand colors, typography, tone, style and messaging. Most of these aspects should be congregated on an online platform that is easily reviewable by different team members. Streamlined workflow allows for your team to have control and flexibility over your brand identity!
Generate Consistent Customer Experiences - Customers will ultimately be the lifeblood of your business, so the buyer journey should be considered at every avenue. The best way to figure out where you need to start or grow in this area is to take a look at your brand from the perspective of a new consumer. What are the first impressions from the website, the customer service, and the transaction? Nearly half of loyal customers say they decided to stand behind a brand if they had a good first experience. Implementing customer relationship management on your team allows you to easily track each customer by their contact information, interactions, purchase history, customer journey stage, and maintain a clear live record. Also, it greatly improves customer satisfaction by removing simple frustrations.
Fundamental Values - When you put countless effort into a brand, it shapes every aspect of your business. What you stand for is one of the most fundamental traits in forming the core of your brand’s identity. It steers all the actions you take, behaviors you exhibit, and even stands behind market decision making. Focus on aligning your marketing efforts throughout your team. If everyone is on the same page, it will be easier to focus on cultivating customer connections. When you do start to build connections with your customers, you’ll see how quickly your target audience will grow! Speaking of communication, customers who are choosing to spend money towards your brand take values and ethics seriously. Always deliver consistent messaging according to the guidelines of your identity. Staying authentic will always pay off!
Need Sure Where To Start With Your Brand Identity? Choose Treebird Branding!
For Treebird, a brand is an expectation. No matter the scale of the idea, strong brands should first establish and then fulfill or even exceed that expectation. So how can we help you build a brand that does this? Our goal is to help you achieve single minded-ness. The narrower your focus is, the stronger your branding will become! And to, of course, own a word in the mind of your own prospects. Together we come close and focus on vision, discard a few illusions, and put your promise into reality!
Your website is the front door to your business. So let’s make it nice. And work for you. Our website design integrates all your new branding elements into a seamless and user-friendly experience that speaks to your audiences while communicating your differentiators. On the surface, sure, we make things look better, cleaner, more pleasing. We also simplify navigation and apply user experience principles to ensure your audiences can get where they need to go intuitively.
When you choose Treebird as your branding agency, you get a focused design that captures what’s unique about your business and speaks honestly to your target audience. Take a look at our credo and contact us for more information!
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