HOW TO DEVELOP A STELLAR BRAND
Skimping on branding is a huge mistake!
Do you ever question whether or not you want to purchase a product because of the way it’s packaged? Or visit a website that looks bad so you’re not sure you can trust the company or service?
The way your product or service is presented has a huge impact on potential customers. If the packaging or branding does not evoke some kind of emotion or psychological association, prospects will not connect with your business and buy. A brand is usually the first thing people see and how they identify with you and your business. That’s why it’s so imperative to invest time to getting your brand to the next level.
Think about it, when little kids are running through a toy store, do they go after the basic boring packaging or the colorful one with the bright spaceship that has tons of effects on it? It doesn’t matter how cool the toy is inside, if the outside branding doesn’t catch their eye, the box will never be opened.
Here are 3 Forward Strategies you can use when creating your brand.
1. Do your research – See what your competitors are doing, make a list of products and companies that have good and bad branding and list what you like and why. Research brand colors and the associations.
Ex: McDonalds uses red and yellow because “The feelings, the mood this combination of colors emits is perfect for their target market. Yellow triggers the feelings of happiness and friendliness. When you combine red and yellow it’s about speed, quickness. In, eat and out again. Yellow is also the most visible color in daylight, which is why the McDonald’s M can be seen from a far distance.*”
2. Take time to do it right – Great branding doesn’t have to be expensive or complicated especially these days with so many resources online. Take the time to create a logo, website and social content that can represent your business and keep your branding consistent throughout.
3. Reevaluate your branding yearly – Even the best marketing materials get stale. Make sure to review and update content and even design if needed. Having outdating branding ages your business and it worse than not having any design at all.
EX: Oreo has updated their branding numerous times over the years. Not many brands last as long as Oreo but rebranding to fit their target market has helped their success. You have to change and refresh your branding to stay relevant and stay in touch with and emotionally connect with your consumers.
So the take away is to remember your brand should communicate your business voice visually and set the tone for deliverables. It should evoke positive emotions and create trust. And most of all, it should positively establish your brand in the market place.
Lastly, when starting out, keep your branding simple. A clean message and design is always the best strategy.
All My Best, Kasia
“Work Hard & Dream Big!”
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