Branding & Re-Branding
Why is Branding So Important?
Branding is one of the most important aspects of any business or organization. A brand is an identifiable entity which defines what a company or product line stands for, the promise(s) it makes, as well as the personality it conveys to its audience. A brand will instantly inform a consumer about a company’s reputation. It will also inform what they offer, the quality of those offers, in addition to several other attributes. The mere mention or sight of a brand-name, its logo, or even the sound of a brand-name jingle, is attached to several consumer perceptions of, and experiences with, that company. All of this will enable a consumer to make a decision on whether or not they will trust and purchase the brand-name. What consumers think of your brand will affect the types of consumers you attract, the purchasing of your brand, and the reputation your brand will carry for future as well as repeat purchases.
Is Re-Branding Necessary?
To survive in business, change and adaptation is necessary. Your brand may immediately or eventually need to evolve, in order to ensure it keeps up-to-date with the changing needs and trends in the marketplace. You can’t run your company the same way forever. If you do so, you are likely to lose customers. Re-branding is often necessary in order to stay relevant to the times in which a brand exists, as well as to ensure its future success. Re-branding is also necessary if you wish to change the audience you wish to cater towards, as well as the message you wish to convey about your product(s) and/or service(s).
Keys to an Effective Brand Strategy
- Target Audience: Determining who your audience is. Who is most likely to buy your product(s) and/or service(s)? This will allow you to figure out the correct message to send, as well as how to convey it
- Brand Promise: The message which speaks to your target audience. This will tell them what to expect from purchasing your product(s) and/or service(s)
- Brand Perception: You’ll need to analyze the perception of what your brand has been in the past, what it is now, and what you’d like it to be in the future. Do your target customers know your brand? What do they already think of you? What is it that you want them to think of you? Understanding how your brand is perceived at all times is crucial in creating, maintaining, or altering an effective brand strategy.
- Brand Values: These clearly define what guides your company’s decision-making. What are the core values that your brand seeks to embody?
- Brand Voice: How your brands “speaks”–its desired and perceived personality. This answer will depend on your audience, and the voice you use to speak to them.
- Brand Positioning: The position that a brand holds [or desires to hold] in the mind of the consumer. Having a positioning statement can define the target audience, who the brand competes against, the benefits of using it, and a statement of proof for the brand promise. It tells you what the brand’s position is in the market relative to its competitors, and what sets it apart from the rest.
A commitment to the development of a customer focused advertising plan is one of the reasons ColorPage clients have grown sales. The most successful campaigns rely on research and data that is segmented into prospect groups with common needs who are then presented highly relevant and valued information.
Purchasing media isn’t just about the buy. Done right, media buying requires a skill set that involves creativity, marketing know how and relationship management. ColorPage has dedicated media buyers that go the extra mile to make sure your goals match the advertising plan and our media buying. Our Long term relationships with media reps will assure you the greatest exposure for your media budget.
For details & pricing contact Frank Campagna at 800-836-7581.