Branding: How to Accurately Represent your Brand

Branding: How to Accurately Represent your Brand

Branding your business properly is a true challenge. Accurately representing your brand is even more of a challenge. You must find the correct balance between branding that speaks for itself and marketing that gets your business noticed. To learn how to accurately represent your brand, continue reading. Stay Consistent As a small business, you need to prove yourself to your customer base. Even Fortune 500 companies had to do this in the beginning as well. A marketing strategy to take from them is how consistent they are. Think of Coca-Cola, their branding has always stayed relatively the same with their flavor, logo, and bottle shape. Starbucks may add festive themes to their cups for marketing purposes, but the logo has never changed. This branding and marketing strategy gives customers confidence in your business and the standard of quality you will provide for them. Start a Blog This might sound strange for a business, but it is a wonderful marketing strategy.Starting a blog is an easy way to enhance branding visibility while improving the chances that the right consumer base finds your company. You can blog about your company’s culture, relevant news about your business, and other things that relate to your company.  This marketing technique helps with branding issues as well as saturation in your industry. It will also establish customer relationships since they fully know you and your company.  Your customer base will be able to feel like they are speaking to a friend and learn what you are truly about. Start a YouTube Channel As a business running in the technological modern world, you need to think outside...
How Your Product Packaging Can Make a Difference

How Your Product Packaging Can Make a Difference

More often than not, product packaging is a secondary consideration to the product itself. Companies devote countless hours to perfectly designing a product, making sure it offers the absolute best value for the money. After that, packaging can seem more like a necessary evil rather than anything important. However, savvy marketers know that your packaging is more than a cardboard box or a mode of delivery. It’s a powerful tool to amplify your brand and build a connection with your audience. Your product packaging possesses one very unique asset: it provides you with an opportunity to give your customers a guaranteed sensory experience of both seeing and feeling. Once someone buys your product, they have a tactile experience with the packaging — whether they’re thinking about it or not. In fact, their first impression will come from the packaging rather than the product! Before anyone sees your product, they’re looking at the box with your logo and brand name on it. With that in mind, let’s explore some ways in which your product packaging can benefit you: It can distinguish you from the competition. The best thing a brand can have going for it is to stand out from the pack. Being different draws attention to your business and fosters brand loyalty. And regardless of your product, your packaging can be used to differentiate your business. Bags for burritos and soda cups are no exception. It can elevate the value of your product. Packaging has a dramatic effect on consumers’ perception of value. In 2000, the vice president of Domino’s reported that consumers’ in blind taste tests thought their...
How Does Website Design Affect Your Brand?

How Does Website Design Affect Your Brand?

Last week, we talked about web design and its importance to your business. In this post, we’re going to dive into that topic a little further: how does website design influence your brand? Web design is important for a variety of reasons. It affects how your website works, how it looks, and how it feels to users. As such, the appeal of aesthetically pleasing and user-friendly web design is easy to see. But once we get into brand territory, it can be harder to identify why your website design matters to your brand. Let’s break it down into two key ideas: aesthetics and usability. The aesthetic of your website can strengthen or weaken your brand. Your website will always be one of many mediums through which audiences are exposed to your brand. For the strength of your brand, it’s critical that visitors to your site experience branding consistent with that on your product packaging, flyers, mailers, and e-blasts. If your tone, logo, color scheme or general aesthetic is different than on these other mediums, you risk inconsistency which leaves the visitor with only a vague notion of who you are as a company. If your web design is consistent with your other marketing efforts, this reinforces your brand identity and leaves visitors with a lasting impression. Beyond visuals, the usability of your site will also affect how people think of your brand. You know that feeling you get when you click on a dead link, or can’t seem to find the information you need on a site? How about when a site loads really slowly and doesn’t do anything...
Why Brands Matter to Customers

Why Brands Matter to Customers

At first glance, branding can seem like no more than a fancy buzzword in the marketing industry. Ask an average joe about branding, and they might tell you it’s just logos, slogans, and mascots, that sort of thing. It’s an easy to mistake to make, but it’s simply not true. Brands will always be more than your advertising or marketing — it’s everything your customers think and feel about your company, everything they associate it with. In other words, it’s an intangible. So why does it matter to customers? Brands make it easier for customers to make decisions. Picture this: you’ve just got home from a long day at work. You’re tired, exhausted, and starving, so you decide to order a pizza. Then you pull out your phone and do a quick Google search to find pizza places nearby — say you’re new to the area — and scroll through a list of five different pizza joints. How do you choose? More often than not, customers are going to choose a brand they’ve enjoyed in the past. They’re choosing a name they recognize and trust. The key is establishing a brand that encourages people to try your food before turning them into loyal customers. Brands allow customers to build positive associations. Believe it or not, people develop a history with different brands. If they like a product, they’re more likely to buy it again and again, and over time, that can create very strong positive associations. For example, someone might associate Slurpees with warm, carefree summer days more so than any old slushee. To continue the pizza example, someone...
Why Is Web Design So Important?

Why Is Web Design So Important?

For many businesses, the look and feel of their website might not seem like a big priority. After all, if the website works, lists contact info, and allows users to place online orders, isn’t that enough? This “if it ain’t broke, don’t fix it” approach may seem like common sense, but it’s dramatically understating the importance of web design. Web design is your first impression on the internet. It’s your handshake, your greeting, and the coat of paint on your storefront. It will determine how long visitors stay on your site, and whether they give you a call or look for a competitor’s website. With that in mind, let’s get into the nitty-gritty of why web design matters: First impressions are even more important online. As the old saying goes, “you only get one first impression.” On the internet, you get about 10 to 20 seconds to make that impression. In those 20 seconds, are you going to showcase eye-catching graphics, snappy copy, and an easy-to-navigate website, or turn them away with an eyesore? Within that short time span, visitors are going to decide whether they want to stay on your website (leading to an inquiry or a purchase) or go elsewhere. Web design is about making your website aesthetically pleasing and easy-to-use, which means your impression will be a good one. Web design makes your initial investment worth it. Sure, you can save a buck by contracting a site builder who doesn’t have any experience with web design. But if you aren’t getting leads or additional business from your site, then why bother? Web design ensures that your...
4 Ways to Attract Talent to Your Business

4 Ways to Attract Talent to Your Business

Google, Apple, Ikea, and Quicken Loans…what do all of these businesses have in common? They’re all nationally recognized as some of the best places to work, as ranked by Business Insider and Fortune. If you’ve been wondering how to strategize to attract talent to your company, it’s prudent to examine how these companies manage to earn their reputation as incredible employers. By studying their business practices and ethos’, we can glean insights into how other businesses can draw talent. Sure, the vast majority of businesses can’t do everything these heavy-weights can, but the lessons are pertinent nonetheless. Re-examine your branding. We talk a lot about branding, and with good reason. In a nutshell, branding is how people view your business — which is everything in the world of marketing, advertising, and recruiting. Branding is the anchor to your marketing and advertising efforts, but also dramatically influences your success in recruiting. People like working at businesses with strong brands. If you ask people about their dream employers, they’ll tell you they want to work for the companies that are the best, the most famous, or the most hip. In short, by giving your branding a tune-up, you can increase your odds of drawing in excellent talent. Establish a positive company culture. No one is a better spokesperson for your company than your employees. If your employees rave about working for your company in their time off, talent will come to you, saving you the time and effort of recruitment. Building positive company culture isn’t easy, but it’s well worth the energy. Work to make employees feel valued and respected, no...
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