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18 BUSINESS PRODUCTS & SERVICES Vol 9 | Issue 2 | 2014
BUSINESS PRODUCTS & SERVICES
b r i d g e m a r k b r a n d i n g . c o m
7 7 c i t y c e n t r e d r i v e
WORLD
CLASS
BRANDING
& DESIGN
IN THE HEART
OF THE CITY
Brand Well Or
PerishBy Colleen Tapp
BRANDING. IT’S A WORD that’s likely to conjure up global giants like Coca-Cola or
Nike, with their corresponding advertising budgets, but branding is every bit as critical
for a mid-size manufacturing company as it is for a marketing behemoth. While a new
basketball shoe may be simpler to convey than, say, accounting services, the fact is that
the same rules apply: when it comes to growing your business, branding is everything!
It’s more than just your product, service or slogan. Great branding captures your
essence: the heart and soul of your company, your unique point of difference, the basic
values and truths of who you are, and what you stand for. It’s a promise of a consistent
experience that customers can trust.
Beyond the obvious functional benefits,investing in branding elevates and differentiates
your offering, providing an enduring reason to choose you over the competition. The
strongest brands understand what‘s important to their customers, and create relationships
based on shared values that resonate on an emotional level to build loyalty.
While all this may sound like a bit of feel good fluff, branding is serious business, and
an investment that companies can take straight to the bank. Robust brands prevail during
tough economic times and account for a large share of a company’s financial value. One
only has to look to Kraft’s purchase of Cadbury for a sweet $20B, a valuation that was
less about chocolate factories than about the power of brands.
The good news for most companies is that the essence of your brand already exists:
in what you do and how you do it, in your employees, and the perceptions of your various
stakeholders. It’s a matter of uncovering what is most unique and relevant, and strategically
building your brand from there.
In increasingly competitive markets, the companies who succeed will be the ones
who build great brands. Make yours one of them.
5 Simple Ways to Brand Well and Prosper:
1. FLY YOUR BRAND FLAG Define your target, values and unique premise, and distill
these into a singular message, look and feel: that big idea that helps convey who you
are.Tell your story every chance you get.
2.TO THINE OWN Self be True Ensure that your actions and brand promise are aligned
every step of the way — from the quality of your offering to the way your company
handles complaints. Be authentic and transparent — your reputation depends on it.
3. STAND FOR SOMETHING BIGGER Successful brands embody not only what people
purchase, but what they believe in — what matters.Take the time to understand the
needs and wants of your customers and connect to your target in a meaningful and
relevant way.
4. LOOK THE PART Develop a standout visual brand identity that is simple, recognizable,
and memorable. A distinct personality with consistency across all logos, fonts and
graphic elements help build your unique brand. As your brand evolves over time, a
brand refresh can build on this visual equity while keeping you relevant.
5. INVEST IN WHERE YOU’RE GOINGArticulate a clear vision for where you want to be
now and in the future — and invest in getting there.A branding & design agency can
help discover the power of your brand’s unique positioning and help bring your story to
life – with a distinct voice, look and feel that will take your brand from good to great.
This article was written by Colleen Tapp, Senior Strategist at Bridgemark.