In our last blog, we provided several tips for building or revamping your company’s brand identity. These included identifying your target audience early, and deciding on an overarching message and theme for your marketing campaign before you begin designing the individual print and web ads. Here are a few more tips to help ensure that your brand is strong, current and identifiable:
- While you should make sure that your ad placement — whether you are placing custom posters, Duratrans ads, floor graphics or custom banners — is consistent, as far as reaching your target audience is concerned, you should also aim for diversity. If you only have banners and brochures, you are unlikely to reach or be remembered by a large group of people.
- In order to be sure that the public remembers your brand, you need to inspire an emotion in them. An emotional connection equals remembrance, and has great potential for developing into an emotional attachment to your company. If you are selling designer handbags, make sure they look high-fashion enough that customers associate them with fame and glamour, so they will want to own one; or, if you are selling fitness products, your ads should feature images and messages that help inspire your customers to better themselves.
- Design or purchase a solid logo and brand image, and work to reinforce that image within your company. This means ensuring that each employee in your company understands what your brand means, and designs new products and services to fit within that image.
Building or Boosting Your Brand Part 1
If you are a smaller business, or you are just starting out, one of the most important things you can do is create a strong, unified brand for your company. This includes using custom posters, custom banners, brochure makers and other marketing materials; your online presence; your company logo; and your products and services, to establish one unified front that customers can easily identify, understand and remember.
The key to success with branding is cohesion. You need to identify a goal or image that you want to create up front, and then consistently work towards it. Here are a few tips to help you create a brand that is unified and successful:
- Make sure you begin by targeting a specific audience. Are teenagers the age group that is most likely to patron your business, or is a certain racial demographic more likely to identify with your company than any one age group? Whichever it is for your company, design your marketing campaigns and product advertisements so that they appeal to your target audience.
- Your marketing materials need to grab potential customers’ attention, either by issuing a simple challenge, giving some instruction, or making a statement. Your copy needs to be about your customers, not about your company, and it needs to be simple enough that the message is clear from a distance. It is important to decide what your message is before beginning to design your advertisements, because you want each of them to have a message that is consistent with your overall theme.