You only get one chance at a first impression, right?
The same is true with your businesses’ branding. Your branding should communicate what your business is about in a matter of seconds. As soon as customers see your name, logo, business colours and tagline (if you have one) they form an impression of your business. Hopefully this first impression turns into a memorable, lasting impression.
Your brand also communicates what your business is about, particularly with taglines, which provide a few extra words to get the message across to consumers. Also, this may be where you seek to communicate a unique offering to the market, which positions your brand with a competitive advantage.
Finally, the ultimate purpose of branding is so customers, who are going about their busy lives, remember you when they need a product or service from the market category you serve. In short, they cannot buy from you if they don’t remember you.
The Challenges Commonly Experienced with Branding
Getting your branding right in the first place, and then keeping it fresh and relevant over the journey isn’t easy. Here are some of the challenges involved:
- What are the right colours to use?
- Just because we like something, does that mean that it will resonate with customers?
- When making TVC’s, should we create a beautiful cinematic ad and bring it to a conclusion with our brand appearing at the end? No! In fact, that’s a BIG FAT NO! We will explain more under “marketing science”.
- When is the right time for a brand re-fresh?
- Do we need a slogan or jingle?
- Our brand means something to us, but does it mean the same thing to our customers?
How to Develop a Memorable Brand
The fundamental purpose of branding is to identify the source of the product or service. To achieve this objective, we recommend the following techniques:
- Focus on the “distinctive assets” of your brand, rather than perceived differentiation
- Work with your advertising agency to develop memorable distinctive assets using colours, logos, taglines, any symbols or characters, and a distinct advertising style
- If you are regularly using TV and radio, consider a “top and tail” jingle or a “musical sting” to aid memorability, especially with radio where the only sense engaged is auditory
- Apply “The 3 C’s of Branding:
- Be committed for the long haul
- Be consistent in the how your brand is presented
- Be continuous in how you communicate your brand
- Be wary of purported “brand purpose” evangelists who want you to create some holier than thou “brand purpose” which is their “WHY” as to why they exist … Groan. Sorry to fans of Simon Sinek’s, “Start with the WHY”, but it’s a load of crap. Not everyone can or should save the world. If you’re in the coffee business, how about serving the most aromatic coffee this side of Brazil? For more on this read what the highly regarded (and entertaining) Professor Mark Ritson has to say on the topic – https://www.marketingweek.com/2018/07/25/mark-ritson-brand-purpose-contrived-data-hypocrisy/
Key Take Outs from Marketing Science
We recommend that you consider the following techniques when developing your brand’s identity:
- Use distinctive assets to help people remember your brand while they are shopping. If you want to get ahead, use distinct colours, fonts or symbols to make your brand easily recognisable.
- Make sure your branding remains consistent over time and when you do refresh your brand, engage in a brand evolution rather than a brand revolution process.
- Don’t sacrifice your brand for the creative of the campaign. There are many beautiful ads which have been produced, and aired on TV at a great cost, but sadly, no-one remembers who the ad was for because the brand appeared at the 29 second mark of a 30 second TVC. By this time, viewers may have switched channels, muted the ad, or left to room to make a coffee.
- Even if viewers muted the entire advert, but your logo was on screen for the entire duration of the ad, memories of your brand would still form in viewers’ minds. Consider this: a McDonalds advert with Golden Arches on a red background airing for 30 seconds. No-one would be doubtful of the brand behind the advert. You might even start to remember the crisp, crunchy taste of McDonald’s fries. Obviously, McDonald’s is one of the world’s most recognisable brands who also has a large marketing budget, but the principles still apply, no matter the size of your business.
An Example of a Successful Re-Brand
“So, you have gone through the harrowing process of negotiating to buy a house … But now you have to meet with the different banks and look at rates and fees …. What if there was an easier way”?
Well, now there is an easier way.
With a dearth of home loan brokers in Alice Springs and combined with the typically unfriendly banking system in Australia, the team at what was Golden Homes Real Estate, saw an opportunity in the market. But, how could they pull it altogether in a meaningful way?Read More
Types of Branding Services We Offer
We provide the following branding services to our clients:
- Marketing science backed brand strategy advice
- Brand strategy development
- Logo design
- Tagline copywriting
- Jingle and musical sting production
- Branding collateral graphic design roll-outs
- Brand refreshes
Book a Free Consultation
If you need a hand in developing your brand’s identity or you are thinking that maybe it’s time for a brand refresh, then why not take advantage of our first free consultation? What have you got to lose? We might just be the Adelaide marketing agency that you are looking for to help you take your business to the next level.Contact Us