The Elements of an Effective Brand
A brand is simply a way of telling potential customers who you are as a company, but an effective brand can do so much more than that. From fostering brand identity to setting yourself apart from your competition, branding is perhaps the most important element in running a successful business. If you want to garner more interest and retain more customers for your product, follow these tips for creating a successful brand.
With great branding comes great design. Customers want to enjoy your product in style, and that means having a consistent aesthetic between your logo, packaging, web design, emails, and any other way that you communicate with your followers. Keep in mind, your brand design should be a reflection of who your company is. Is your business young and trendy? Warm and professional? Edgy and old school? Whatever it may be, your brand tells your customers who and what you are, so let the visual design draw them in.
Of course, your brand needs to communicate verbally as well as visually. The best way to do this is with a tagline or slogan. You want your customers to know what your service is while also motivating them to find out more. “Got milk?”, “The quicker picker upper”, and “Maybe she’s born with it” are just a few examples of slogans or taglines that accomplish this. They tell you what the product is, what it can do for you, and they’re punchy enough to be memorable and get you interested. Your tagline should work with your visual design to draw customers in.
There are few things that customers like better than a good story, which is why your brand needs to have one. Your story can be anything. Apple’s brand identity was centered around Steve Jobs’ garage. Nike’s brand is inspired by the Greek goddess of victory – even the “swoosh” reflects that mythology, as “Nike’s swoosh” was said to give warriors immense power. Whether your story is personal, mythological, or something else, customers are attracted to and empowered by well written narratives, inspiring more people to invest in your brand.
Think like your customer
Finally, you want your brand to appeal to your target audience, which means thinking the same way they do. The language you use, the cultural references you make, and even the type of story your business tells can move the right audience, if done correctly. For example, a backstory or branding message about hard work and being an underdog might appeal to younger customers. Older customers, by contrast, might want facts without hyperbole and branding messages tailored to their individualism.
Every business needs a brand. Brands are the best way to showcase your company’s mission, personality, and identity, while also garnering a stronger customer base. Need help with your brand? Going through a rebranding phase? You’re already in the right place: read more about Summit Collaborations here or book a call with the CEO, Ashlee, to discuss our branding services and packages.