Is it Time to Rethink Your Business’ Branding?

What comes to mind when consumers think of your business? Do they associate you with another similar business, or are you unique and memorable?

While you would assume that your high-quality goods or services and excellent customer service are enough to make you stand out from the competition, there are other things you can do. Create a distinctive brand identity by making sure you do a regular checkup of your brand’s health.

With remote teams and customers engaging in more ways, CMOs can no longer ignore the impact of unwanted variability in the brand experience that their company delivers. But many CMOs feel out of control over all the many places that audiences engage with their brand, making it difficult to maintain a consistent experience.

Time To Brand is Now

A strong brand identity is what you need to convert potential buyers into loyal customers and customers into dedicated fans of your business. It is what determines the number of referrals your business gets. If they don’t even remember who you are, how do you expect them to buy from you again?

Although a catchy tagline and appealing graphics are essential to branding, you need to do a lot more. It is the identity that you create with your messages and images that build a successful brand. Connect these elements with your fundamental brand principles in a way that is appealing to your target market.

There’s no better time than now to begin your branding journey. What you need now is to choose the best campaign channel; should you post an online video, social media, or a blog post?

But before we get there, you must first define your brand values. Matching your brand values with the right campaign strategy can make your products more appealing than mere products.  

With access to in-line writing suggestions, tone detection, and automated style guides, HackerOne’s entire team can easily follow brand language and guidelines, avoid confusing jargon, and balance the right voice and tone across audiences. The solution updates dynamically and integrates seamlessly into existing workflows, making it easy to push updates on branded terms and preferences to the entire company in minutes. As a result, HackerOne’s metrics show that communication as a whole improved by 66%—measured across quality pillars such as clarity, correctness, delivery, and engagement. 

Determine Your Target Market

Knowing the beliefs and values of your target customers is a critical step in the branding process. Otherwise, how else would you ensure that you communicate effectively with them?

This step begins with thorough market research, which involves discovering how other brands operate.

Find out who your clientele are before you venture into expanding your customer base. Find out others who might be interested in the kind of product or service you are offering and direct your marketing efforts to them.

AI-powered solutions are now available that provide automated ways to keep teams on-brand. Yet surprisingly, Gartner reports only 17% of digital marketing leaders use AI and machine learning. For example, platform-agnostic tools like digital writing assistants and living style guides offer real-time guidance to teams around preferred language, brand names, terminology style, and even tone. By integrating into all the places employees and audiences already engage, these types of tools improve productivity while delivering higher-quality team and customer experiences.

Your Brand Message Matters

How your message integrates with the logo, colors, and graphics determine the image of your brand. They work together to communicate to the audience who you are and what your brand stands for.

Successful branding conveys your beliefs through the appropriate brand voice rather than just stating them. 

Once you find a strong message, think about graphics that will set you apart from your competition. Design an eye-catching logo with appealing brand colors because this is how potential customers will initially perceive you.

A University of Winnipeg study found that a product’s color scheme can affect a consumer’s perception up to 90% of the time. Additionally, changing a customer’s perception of a brand or product only takes one-and-a-half minutes.

While you would assume that your high-quality goods or services and excellent customer service are enough to make you stand out from the competition, there are other things you can do. Create a distinctive brand identity by making sure you do a regular checkup of your brand’s health.

Get Down To Business

No matter how developed your business is, now is the time to give your branding some serious thought. And while at it, ensure that your brand appears as you intend it to and that customers respond to your marketing material rightly. 

Consistency is of utmost importance as it ensures easy brand recognition. Keep your branding elements consistent across all marketing channels and on your all-important custom packaging. Talk to print branding consultants to see if you are indeed on the right track. Knowing your audience will make it simpler to match your value offer with their demands.

While you would assume that your high-quality goods or services and excellent customer service are enough to make you stand out from the competition, there are other things you can do. Create a distinctive brand identity by making sure you do a regular checkup of your brand’s health.