Benefits of a Branding Makeover
Branding is more than just a logo or typeface that makes your company recognizable. It should be the first thing a customer recognizes about your company, whether they are on your website, viewing social media posts or walking into your storefront. However, every company must remember that branding is an ever-changing process that sometimes needs tweaking. Demographics and industries change over time, so it is important to remember that your branding must change as well. The key is knowing when it is time to change your branding and some important things to remember before you make a change.
If your company is making major changes to structure, such as replacing the board of directors or leadership wants to take the company in a new direction, you should consider rebranding. For example, a restaurant known to offer only rich foods whose leadership is planning to completely change the menu to only offer healthy options would want different branding. You may still want to keep the same logo, but change it slightly for differentiation. The same is true if your industry is undergoing major changes. In order to make your company fit the new vision of the industry, you may want to rebrand your company to reflect those changes.
Take a look at the branding used by competitors. If their website, signage or other advertising looks more professional and attractive, you may want to consider rebranding. It is important not to create branding exactly the same as your competitor, but their logo could give you ideas for a fresh look. Of course, rebranding does not necessarily mean you must completely overhaul your logo and advertising. You could simply rebrand the services you offer, such as free shipping or free delivery, then use branding to promote the new services in order to stand out from the competition.
Before you branded your company, you should have determined the target market you were trying to reach. Your target market determines your marketing plan, branding and many other factors related to promoting your company. If you did not develop a target market, or if your advertising does not seem to be reaching the right audience, it may be time to consider rebranding to better appeal to the right market. Branding agencies can help you identify a target market and rework your brand so that it reaches that market effectively.
The most important thing to remember about branding is to remain consistent, even when you are making changes to the brand. Your business cards and the banner on your website should look similar as should all signage in your brick-and-mortar business. By keeping the brand consistent, customers get the impression the service you offer is also consistent, making them more likely to purchase from you. Inconsistent branding causes confusion and gives an unprofessional appearance.
Consistent, professional branding is critical to your marketing efforts, but it is also important to remember that branding needs to be monitored and adjusted as necessary. Review your marketing efforts to determine how effective they are and to be sure you are using consistent branding throughout.
Visual Branding Lessons to Hook Customers
What do you do in order to make your online business stand out in a hoard of countless others when thousands of Facebook posts and tweets are generated every second? How do you keep your business staying relevant among all this content? The answer may be simpler than you think.
Human beings respond to visual cues more than anything else. And that is the answer you have been looking for if your business or content has been going unnoticed till now. The way we have evolved has enhanced our visual sense to the point where colors and pattern can stimulate us more than sounds or other things. Take a look at some visual branding lessons that you may use in order to keep your customers hooked to your pages and content so that you can stand out from the sea of online content we see today.
Keep a Harmonious Color Scheme:
The first thing that has an impact on how a customer responds to your page is color. Every color has its own meaning and imparts its individual feeling on the viewer. You should make sure to correctly employ this color psychology into your page, and also to keep the whole color scheme harmonious. Using colors that don’t complement each other will just look haphazard and drive traffic away.
The same thing goes with patterns. Use patterns that are more subtle and that go with your colors as well to engage the customers. Use websites like Paletton.comand DeDraeve.com to help you find color combinations that complement each other.
Use High Quality Photos:
A webpage is nothing in today’s world without the proper visual stimulation, and nothing does that well than photos and images of your product. This is one of the most important visual branding lessons to hook your customers. Whenever you use pictures, use high quality ones. There is nothing worse than a picture that is pixelated and unreadable by your viewer.
If you don’t have your own professional camera equipment, try taking a look online to buy some photos. There are all kinds of online sources from the high- end ones like Getty Images to the budget friendly ones like the Dollar Photo Club which can help you find good stock photos to use.
Keep a Consistent Layout:
The layout of the site is very important. It should be interactive and easily understandable. Having your content jumbled up and scattered around the page won’t help you gain more traffic. Using recurrent symbols or logos can also help make your content easily recognizable.
Choose the Right Font:
Many people don’t even think about typography when designing their pages, but it plays a huge part in how your user responds to your content. Make sure your font is decent and easily understandable for everyone. Keep the text size in mind as well while making your page. Put yourself in the customer’s place for a minute and analyze whether you would be intrigued to visit the page as a customer or not.
In this age when online content is taking over the physical world, it is important to have your own identity. These lessons to incorporate visual branding to attract and hook customers to your page are to help you understand the fundamentals of designs and to being your business to the top.
Human Touch to Branding
Every organization must have a branding strategy. According to Aytm, branding should include a long-term plan for the development of a successful brand, which will help the organization to achieve its goals. The plan must have a well-defined execution strategy and will affect all aspects of a business. That means every branding strategy must be connected to the emotions, needs and aspirations of customers and must take into consideration the competitive environments.
For many people, branding encompasses a company’s logo, the reputation of the business, statements made by the company, how the company interacts with its customers and business partners along with the visuals and the tagline of the company. All these things coalesce to form a company brand.
Of utmost importance is the question of the human touch to branding. What many people keep forgetting is that branding is essentially a collection to the feelings others have towards your business — from the way your customer relation officers greet their customers on the phone or in social media messages and how customers are treated whenever they raise issues. In short, these are the real things that make customers buy from your company and not just because you sell a good product. Anyone can do that.
If branding is a collection of feelings, then it definitely means that there is more to it than all the tech and advertising that many organizations pursue in the name of branding. In other words, they place their premium on technology instead of placing it on people. What companies need to do is to strive to show deep respect for human beings outside and inside the company as well as for the communities in which they live. Instead of concentrating on ‘hi-tech’, companies should concentrate on the concept of ‘high-touch’. It is better to invest in the ‘touchy-ness’ of the business than in the ‘techy-ness’ of the brand. Every company must ensure that there is a human touch in their branding strategy. Here are some ways companies can leverage on human touch in their branding strategies:
Brands Need to Listen
Research has consistently shown that the most successful brands are those that listen to the world around them. Companies need to design their products and solutions around the needs of their clients. The need to form a good rapport and have quality interaction with customers cannot be overemphasized here. This can be seen in social media where successful brands are interacting with their clients. For instance, customer questions should be answered, suggestions responded to and their complaints attended to. Brands need to be not only friendly, but show they care about the communities around them.
Long gone are the days when people used to think that being hospitable and friendly to customers was a preserve of the hospitality industry. Things are changing fast. A variety of industries are borrowing a leaf from the tourism and hospitality sector and the idea of improving customer service is becoming a necessity if they are to compete. Whichever industry you are, you need to ensure that you provide highly personalized services and convenience for the customers with the availability of customer services on a 24/7 basis.
Circle of Friends
It is true that most companies rely on brokers, retailers, agents or dealers to do business. These should not just be seen as tools to promote your business. They should be treated as friends of the company. If you treat your friends well, they will be good brand ambassadors of the business. Even your employees can be great ambassadors of the company if you respect and value them.
It therefore seems that the best approach for companies in terms of branding is simply to be more human. Brands need to act like people; more so, they need to place themselves in the shoes of their customers.