Brand Strategy & Websites

Brand Strategy

First impressions are formed in the blink of an eye.

A series of experiments by Princeton psychologists Janine Willis and Alexander Todorov revealed that all it takes is a 1/10th of a second to form an impression of a stranger from their face, and that longer exposures don’t significantly alter those impressions. (“First Impressions”, Association for Psychological Science). The same applies for your business.

What impression does your business leave on customers and potential customers? How do they view your business after looking at your website, your business card or your advertising? Is the right impression about your business being conveyed?

You only get one chance at first impression.

How to Create a Memorable Brand 

Here are the guiding principles on how we work with our clients to create memorable brands for businesses of all sizes:

  • Create a simple, outward looking business name – your name must suggest the line of business you are in. Sounds simple enough doesn’t it? Unfortunately, there are many SME names which are an acronym of the owners Christian names or their initials, and they simply don’t mean anything to the market they want to serve
  • Create a simple, elegant logo which has been graphically designed specifically for your business
  • Limit brand colours to two, or three colours as the maximum and they must be harmonious colours
  • Use colours which convey the relevant emotion for your business – eg red and yellow are great for strong retail businesses who want consumers to take action. Blue is great for conveying trust, knowledge and solidity – the right fit for an accountant or business mentor.
  • Slogan – a well-crafted slogan like “Just Do It” by Nike conveys an entire brand story in three words –  which is not easy to achieve by the way. Effective, slogans need to be short, simple, have rhythm of syllables and be catchy. It is easier said than done, but certainly can be crafted by an experienced and talented copywriter from an advertising agency.
  • Consistency – once you have your brand nicely designed it is imperative that all brand communications are consistent across your website, advertising, social media pages, business cards and so on.

In summary, a memorable brand has a nicely designed logo, with aesthetically pleasing colours, a clever slogan will all make your brand memorable and make it easier for consumers to recall your brand at the purchase time – this is at the very heart of effective branding strategy.

Above all else, simplicity is the name of the game.

A Brand Refresh for Established Businesses

Maybe it is time to give your business a lift visually and create a new fresh look for your business to appeal to today’s customers.

Your brand should be a constant evolution as the business environment certainly is. Note, we say ‘evolution’ not ‘revolution’. You have no doubt built a good business and seen the good times and the ‘character building’ times, so we don’t advocate tossing out your hard earned history and reputation – the process of a brand re-fresh is simply to keep you looking at the top of your game.

If you would like to explore the possibilities of a brand refresh, click the button below and we can arrange a free consultation.

Marketing Catalyst