Few marketers underestimate the power of branding, but establishing a consistent brand for your business is essential for audience recognition. For instance, if you are a chocolate lover you probably do not?notice the words or images surrounding the ¡°Snickers, Reese¡¯s and Hershey¡¯s¡± brand¡ªyou simply recognize the brand on instinct.
The point is, almost everyone recognizes the brands mentioned above because the companies have mastered their branding. They have leveraged the same name and imagery on their candy bars for years, so people automatically identify their favorite chocolate bars based on the way they look.
To learn more about how to design your corporate brand, read our blog post highlighting the key design elements of corporate branding.
As B2B marketers, we know that branding goes far beyond just looks. Your organization¡¯s brand ultimately represents the ¡°because¡± of your company, so being consistent across marketing channels is key to maintain a strong brand presence.
How is ¡°brand¡± defined?
The?American Marketing Association?(AMA) defines a brand as ¡°a name, term, design, symbol or any other feature that identifies one seller¡¯s goods or service as distinct from those of other sellers.¡± Your company¡¯s brand is not just a logo or a slogan, it is about the perceived corporate image in its entirety. It is important that you have a strategy around branding your company and products/services so that your business is perceived to be the best and only choice for your prospects and customers.
What makes brand consistency so important?
Consistent branding allows marketers to differentiate their product, deliver key messaging and encourage loyalty by driving authority and trust in their offering and business. By keeping a tight rein on brand consistency, marketers can drive customer perception from the onset of the engagement all the way through the buyer decision making process. Marty Neumeier, author of?The Brand Gap?said, ¡°A brand is a person¡¯s gut feeling about a product, service or company.¡±
You want your buyer to feel good about your product, so if branding encourages a sense of trust from your customer, then it is important to build it into your marketing framework and deliver on it regularly. Brand consistency can even increase revenue; in fact, presenting a brand consistently across all platforms can increase revenue by up to 23%.
Everything a company does affects buyer perception, so if you haven¡¯t already established the branding for your product or service, make sure that you start by conducting customer perception research. This allows you to determine what types of messages and imagery resonates most with your audience. Even your company values affect brand perception. For more information on how to align your company values with your brand, read our blog post.
2. Develop Brand Identity Guidelines
Map out a strategy to ensure that you build some guidelines around keeping the brand consistent across all marketing mediums. If your organization has recently undergone a merger or acquisition, you might be reconsidering revamping your branding strategy. Read our post on how to unify your brand on our blog. Develop brand identity guidelines and an easy to access document that clearly outlines all of the requirements from a messaging and visual imagery perspective. This document should cover topics such as positioning statements for the company and each product, key differentiators and benefits, color palettes, fonts, layouts, graphical treatments, etc.
Remember, your brand is a representation of your business. It is the corporate image and identity, so it is imperative to maintain cohesion with messaging and imagery for the sake of building a sense of product recognition. Solid branding reinforces your identity, drives positive sentiment and is essential to ensuring proper representation of your business. Those companies who do it well (imagine Coca-Cola, Starbucks and Apple) have cornered the market via brand recognition.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
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