Whether large or small, every business needs a strong brand identity. Brand identity is what separates Dasani from Fiji, Pepsi from Coke from Pepsi, or Nike from Adidas. The essence, style, font, and overall feeling of your branded content is what will ultimately drive sales and retain your target consumer.
If you’re beginning at the very early stages of your business, first identify what you want your brand to portray. Are you modern? Classy? Edgy? When consumers think of your business, what comes to mind? All of this ultimately determines the typography, fonts, and color pallets that you’ll choose. The brand assessment at Totem Agency Co. will automatically take your results and match you with the best colorways, fonts, images, promotions, and a logo – doing all the hard parts for you! These elements are important so that your consumer can readily recognize you ANYWHERE. Introducing different colors and fonts every few months will only confuse your audience and make it harder for you to establish brand quality and identity. However, the essence of your brand should also evolve overtime with current events to constantly engage your consumer. Think of Nike –
they may have started as an athletic brand, but what they stand for now is a lifestyle. Their branding today is centered around empowerment, inclusion, and emotions but their fonts, logo, and #JustDoIt slogan have all remained constant.
How Do You Brand Strategically?
Any marketing guru will tell you branding doesn’t end once you choose a few colors. Your strategy, branded content, visual marketing, and packaging are all equally as important. This gives consumers a reason to choose you over your competitors. Set yourself apart by clearly identifying what you are, what you stand for, and most importantly what you aren’t.
- This can be done with a mission statement. The mission statement encompasses all the brand values and goals for your company, laying the foundation for all other marketing. Everything you do should ultimately come back to these core values. It’s law.
- A brand book will also keep your vision clear and organized while building a brand and even building a team of people to work with you. Totem Agency Co. offers individualized brand books that have all your style elements, but in addition to that it can have your guidelines, goals, mission, and provide a tangible template for all marketing endeavors.
- Arguably the most important aspect of branding strategically is your website. While social media is a great marketing tool that can generate a lot of customers, a lot of business owners make the mistake of relying solely on social media to connect with their audience.. If Instagram shuts down tomorrow, do you have a way to reach your consumers? Building a website where you can own and host all of your information is vital to your growth as a brand and a business. Purchase a domain. Build an email list. Cross-promote along with your social media channels and make them work in your favor – aesthetically and professionally.
Ultimately, you start with a product, your brand is consumers’ perceived image of that product, and once you strategize to control that image – you’re branding. While there is no “one size fits all” approach to marketing or branding, it’s easier once you clearly identify these things. Determine your needs based on your industry, find your niche, and use your brand guide as LAW to govern all that you do.