What is your brand? What makes it better than any competitor in the market? Is there really a difference between identity and recognition? Are they the same thing, or are they different things altogether? Our team of experts is here to help answer these important questions.
What are Brand Awareness and Brand Identity?
Brand awareness is an important part of your marketing because it establishes a level of familiarity with consumers. Awareness means that people know about you, but not they like you enough to be willing to buy from you. Of course, without awareness, no amount of money spent on advertising can help you build loyalty among consumers. Therefore, when planning your marketing campaigns, brand awareness is an essential step of the process.
Name recognition has to be earned over time through consistent and effective strategies. It may take months for identity or image to build up before translating into sales results.
How Do I Raise Brand Awareness?
Brand awareness is built through advertising, public relations efforts, and community participation. When you consistently show up in the places where your target market is most likely to be, they will begin to notice you. In addition, investing in ads that consumers cannot ignore, such as billboards or commercials during peak viewing hours for the demographic you are hoping to attract, can help raise awareness exponentially.
How Can We Help?
Creative Branding is an agency that specializes in helping businesses grow. We provide the tools and expertise necessary to build your brand identity. We are proud to offer a wide variety of branding services to help new and established businesses reach new heights.
You can think of a brand discovery as an audit of both your current brand materials and positioning in the market by you and your main competitors. This helps us understand the industry your business occupies and what the target market is looking for. We provide you with a questionnaire to get some basic feedback on what they feel works currently – and what doesn’t with your current brand and marketing strategies. Important elements like your core values, unique attributes, and culture should come into sharper focus. With these elements in place, we can refine your vision and mission statements.
Defining Your Vision Statement
A vision statement inspires employees to accomplish great things in your company’s name. It also helps keep the organization focused on its ultimate goals and objectives while maintaining an ambitious yet attainable milestone schedule for future success.
Developing a strong vision statement requires time and commitment from all members of the company hierarchy. Because brand identity is based upon trust, it makes sense that you want your staff to be able to identify with your vision. After all, customers will use their work as proof that you are living up to the pledge you made when coming up with the vision statement.
Crafting a Mission Statement
Your mission statement should be short, specific, and clear. Mission statements often include the purpose of the company as well as a destination. For example, a vision of becoming “The most recognized brand in our industry” could be further elaborated on as a mission by adding “by achieving $1 million in sales this year.”
Mission statements are often found in company policy manuals or leadership guides to help employees and management remain focused on shared goals. However, they can also enhance employee satisfaction by giving everyone a stake in the success of their employer’s business model. Just like with investors, motivating your own staff is easier when they have ownership in your business’ fate – you can see how making them feel personally invested can add up to big benefits for everyone involved!
Brand Architecture Strategy
Does your company manage several sub-brands or offer several products to the market? If so, it may be time to take on an architecture strategy audit. A brand architecture strategy aims to audit all current brands/products and develop a unified framework for moving forward. Things like packaging or
Whereas our brand discovery stage was a high-level audit of the brand as a whole, the architecture strategy’s purpose is to organize all your company brands within an overall structure. This is key for portfolio management and helps clarify brand recognition for consumers.
Concept & Message Testing
Before moving forward with any new branding, a concept testing phase should be applied. The concept test will reach out to various sources both internally and externally for feedback on current pitches. Some of the questions we aim to answer include:
- Does the pitch stand out amongst the competition?
- Does the pitch capture your attention?
- Do you recognize the company?
- Do you trust the company?
Concept testing can be applied at various stages of brand refinement to ensure everything remains on target.
Brand or Product Naming
Need help naming your business or an upcoming product? Our designers will pair market reviews with concept tests to come up with a high-quality name for your product. Included in the naming process is an in-depth description of the psychology of the name choice and suggested market strategies.
Is your company tagline fully representative of your goals and values? Our copywriters are experts at honing in on exactly what you need in a good tagline. The writing team does a deep dive into your brand to understand your mission, vision, and reputation. Once these elements are internalized, we get to work on providing you several tagline options. This process is best paired with concept testing to ensure the tagline is clear to both internal staff and prospective clients alike.
Brand Launch Strategy
Are you or your team getting ready to launch a new product or idea that needs to make a big initial splash? We’re here to help. First, we’ll identify our target market’s key media platforms. From there we will go ahead and start building a buzz around your brand through a multi-media campaign consisting of websites, guest blogs, social media, and advertisements. Our brand launch strategy is specifically focused on generating a dialog between customers to ensure as wide a reach as possible.
Designing Your Logo
A logo is the mark of your business. It’s the symbol that your target market will most likely remember about you when they think of your business. Therefore, it’s important to design a memorable logo that recognizable in multiple forms. Logos should also be versatile enough for different mediums—from physical products to online marketing campaigns.
A logo must stand out from its competitors but keep with a company’s branding. Developing a distinctive design will help consumers recognize your brand instantly – even if they don’t know what product or service you provide just yet! Your colors, typeface, and font all play an important role in how consumers perceive your identity. Every aspect of your business has some level of influence over your logo.
Brand Colors and Fonts
We define your brand identity through colors, typeface, and font. These are the first things that consumers notice when they see your logo! As a result, we must be careful to consider color choices to ensure readability and memorability.
Putting it all Together With Brand Guidelines
A branding guideline, also known as marketing collateral is a collection of the most important elements of your brand design. It serves as an archive that all staff members can reference to stay consistent in delivering a message about its identity. The brand guideline should include:
- Your Mission Statement
- Your Vision Statement
- Color Swatches
- Logo Templates for Print & Digital Use
- Logo Usage Rules
- Typefaces & Fonts
- Imagery Rules
With the multiple channels the modern brand has to communicate through, it’s more important than ever to have some handy templates to cut down on design time and ensure your visual elements are following all your branding rules. From stationery and letterheads to social media icons, our artists will supply several options for your selected platforms to ensure you’re staying uniform to your brand without being repetitive. Simple to hand off to both internal and external teams, branded templates go hand-in-hand with good marketing collateral.