Learn Why Proper Branding is Important

Proper Branding – It's More than Having a Great Logo

Whether you're starting a new business from scratch or are refreshing your current brand, read why it's so important to have proper branding strategy and implementation and how the basic branding process works.

Building a successful brand doesn't happen by accident. It’s a purposeful process that combines research, strategic thinking and creativity, guided by experienced branding professionals. Proper branding is vital, as it is the foundation of all marketing strategies and the theme of all communications. In fact, almost everything we do at Artistic Vision involves helping businesses create strong brands. Your logo provides instant recognition and helps customers connect with your company quickly. That's why it's important to create a professional logo design that's memorable and helps communicate your company's values and brand promise to your customers. Although your logo design is one of the most important parts of branding your business, having a great logo is just the start.

For New Start-Up Businesses – It doesn't matter if your business is small or you have visions of building a goliath of a company one day, branding it properly from the start is essential. Proper branding is the cornerstone for all marketing efforts and will contribute to your overall business success. Your branding, done properly, will build customer loyalty, capture the essence and personality of your business, and help you stand out from your competitors.

For Existing Businesses – If your established company logo and overall branding doesn't necessarily represent the quality and depth of your service or product offerings, you may be thinking about rebranding. You don't necessarily have to start from scratch, if you have a good amount of brand equity in your current logo that you'd like to keep. Sometimes a brand refresh may be all you need to maintain good customer recognition.

The Branding Process

First, you need to identify what’s truly unique about your company and create a compelling and powerful brand story. The first step in building a solid brand is to discover and then define your company’s mission and promise to your customers. Think about what makes your company and/or products unique, and the value it offers to your target audience. Think about how you want your brand to be perceived. or example, do you want your audience to know that your products or services offer excitement and fun? Or do you want your brand to instill trust and confidence that you are an expert in your field? Your brand is your PROMISE of what’s inside your company’s offerings…just like the label on a wine bottle conveys what type of wine you’re buying and what type of consumer it might appeal to. Deciding your brand strategy can be fun, especially when you have assistance from a branding professional (like Artistic Vision).

Create a Professional Logo Design

Your logo should look fresh, uncomplicated, and uniquely capture the innate qualities of who you are and what your company is all about. Your current and potential customers need to be able to quickly and easily connect your 'mark' with your business. When you're starting a new business, often, well-meaning friends and family offer creating a logo for you, but if they're not a professional branding and design professional, there's usually no strategy behind the logo design, and the design quality misses the mark. Your logo is just as important as the name of your business as it is the foundation for your website and all future marketing tactics that are needed for a successful business.

Develop Your Brand Identity

The visual components of your brand identity includes logo, color motif, and fonts. Just as important is your brand messaging and overall brand positioning. Your messaging defines your logo and visual graphics of the your brand. The goal of the visual and messaging aspects of your brand is to communicate your business's core values to your target audience. Your logo and brand messaging go hand-in-hand to cement your brand in the minds of your audience, fosters customer loyalty, and bolsters your brand. Whether it's the descriptive wording accompanying your logo graphics, a tagline that offers a value proposition to your audience, or the overall tone and voice of how you want your brand to be perceived, a marketing professional can assist so that you have one cohesive and consistent brand essence.

Implement a Rollout Strategy

A branding rollout is the process of introducing and implementing your new or updated brand identity wherever your brand will be experienced. Tactics may include a website, traditional and Internet marketing materials, employee communications, blogs, social media sites, signage, and more. It involves bringing the brand vision to life by communicating the new brand identity to both internal and external stakeholders.

Conclusion

For over four decades, Artistic Vision has prided itself on building successful brands that engage and inspire. We have developed comprehensive brand strategies and marketing solutions for a wide range of clients—from small to mid-sized companies in industries such as law firms, insurance agencies, dental practices, restaurant and food-related businesses, the children’s market, business consultants, learning institutions, travel agencies, home goods companies, florists, technical services companies, exterior home contractors, landscaping businesses, business development companies, and more. Give Gloria Kreitzberg a call if you'd like to create a new brand or rejuvenate your current one. Call (585) 568-7565,

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