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Branding Does Not Equal Your Logo or Visuals
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Branding Does Not Equal Your Logo or Visuals

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Does the notion of “branding” get you confused? While it’s important for every business – from large corporations to small businesses – not everyone understands the importance or value in their …

Does the notion of “branding” get you confused? While it’s important for every business – from large corporations to small businesses – not everyone understands the importance or value in their branding investment.

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  • 1. Branding Does Not Equal Your Logo or Visuals Does the notion of “branding” get you confused? While it’s important for every business – from large corporations to small businesses – not everyone understands the importance or value in their branding investment. Your brand is the foundation of your business. It sets the stage for what you’re trying to communicate and be when you “grow up.” As a company, your primary goal should not be to get your target market to choose you over the competition, but to get your prospects to see you as the only solution to their problem. That’s where branding comes into play. Branding does not = your logo or visuals. People tend to dive into marketing tactics without thinking through their marketing strategy. Don’t start on marketing tactics without defining your brand. Visual branding is not the definition of branding. Although very important, visual branding should support and strengthen your branding to help you stand above your competition. Don’t put your cart before the horse; messaging should be your priority…the fun stuff will follow. Branding isn’t your logo and visuals, but it certainly means many things for your business. Here are a few things that branding is: • • • • Branding is…customers. ”Everyone” is not your target market. Who is your ideal customer? Try to create your audience as a persona. Make them a real person in your mind and then you’ll be able to connect with them. Carving out 2-3 customer segments is ideal. Branding is…messaging. Messaging is another key foundational piece for businesses, and one that is often overlooked. What’s your value proposition? What are your key differentiators? If someone asks you to describe what your company does, can you give them the elevator pitch? What does the client get from using your product or service? Representing the value that you provide should be at the heart of your messaging. Branding is…who you are and what you do. Line up your brand with what you actually provide to your customer. You brand is your reputation and image — where you live in the customer’s mind. You want them to think of you (and the product/solutions you are providing) when they have a need. Be careful to communicate what you can do, not what you wish or might be able to do. Not only do you have to deliver on your brand promises but also align your brand to partners and vendors that will do the same. Branding is… understanding the competition. Each day you find yourself in a battle for customers – so invest some time in researching how your competition is doing, what they are offering and gain insight into their weaknesses. Doing this could help you determine where and how you can set yourself apart. In the current digital media era, it’s never been easier to do this.
  • 2. Once you’ve put the proper thought and energy in to your messaging, you’re now ready to start developing the look and feel of your brand. There’s one more thing to keep in mind after having put all that work and effort into your brand strategy — this is no time to cut corners. Take advantage of what good design has to offer –relevance, credibility and professionalism. You won’t regret it!