Regardless of whether you’re in a product-based or service-based business, branding will be the single most important investment you can make in your business.
Because branding creates a connection – both subconscious and conscious – between your business and your audience. This connection is the keystone to essentially making (and not breaking) the empire you are working so hard to build.
Branding enhances the first impression and ultimately leads to further interaction - or none at all - depending on the value that your audience places on your branding.
But before we go any further, we need to start at the very beginning.
What exactly IS branding?
In short, It’s the feeling someone gets when they think of your product or service.
At a basic level, it’s the business name, the logo, the colour palette, the look and feel, website design and any other distinguishing features that make one brand distinct from others in the market.
Take the humble block of butter for example.
The butter aisle is made up of various brands all offering the same (if not similar) product. The butter category is awash with brand names, from the retailer’s own brand, to Anchor, Tararua, Mainland, Alpine & Lewis Road Creamery. They are all dressed in a very similar way in store: same size, same shape, same wrapping, but each will have a different price point, signalling to the customer that there are differences in quality, exclusivity and luxury.
It is these differences that customers will rely on to make their purchasing decision: some customers will shop based on price, others will shop based on (perceived) quality. The brands sitting at the higher end of the butter market are able to sell the same product at nearly three times the price per 100gm of the entry level butters, with the only difference being the printing on the wrapper and the story behind the brand.
That’s the power of brand.
How does a business develop its branding?
At a topline level there needs to be a branding strategy in place – a roadmap that requires careful planning, intimate customer knowledge, competitor analysis, market understanding and the ultimate connection that is to be forged between brand and buyer.
Here at Greenhouse Creative, branding is the cornerstone of everything we do. We start by identifying the end point and work our way backwards to develop a strategy that is both feasible and tailored to your business goals.
Once we have our strategy in place, we get to the exciting stage: design and development!
Is it just about the visual?
Your brand is so much more than the marketing and visual aesthetics of your offer – it is the whole package.
Your branding is the thing that becomes your identifier, it forms the goodwill that your brand will carry with it through the various stages of its growth and development. A clever logo and pretty packaging are just a couple of the elements within branding – it’s about creating a connection with your audience - and that’s where its value lies.
All of the key touch points in your business will lean on each other to develop that connection with your audience: from how you answer the phone and solve customer queries to how your staff present themselves and the condition of the branded company car (and everything in between).
It’s about effectively communicating how you can solve a specific problem for your customer and giving your business a set of humanistic qualities. People search out and form relationships with human qualities, so it’s about giving your business those qualities through the visual and verbal communications across EVERY touch point.
It is not solely about how your brand looks, but how it makes your audience feel, how they think about your business and ultimately whether they want to work or buy from you (or not).
Are you ready to get your branding sorted to create an invaluable connection with your audience?
Make 2020 the year you make it happen with Greenhouse Creative!
Get in touch now if you’d like to discuss your branding needs for the year ahead :)