Every organization has its own look, voice, personality and characteristics that make it unique, which is also known as it’s brand. While some businesses, such as Nike and Coca-Cola, have easily recognizable brands, other organizations who sell similar products do not. Ultimately, an organization’s success relies heavily on the effectiveness of their branding.
At GRIT, we believe in making our clients standout, which means sometimes taking risks. We know the importance of differentiation in a crowded marketplace. From vision to strategy and design to execution, our branding process strives to deliver complete clarity on who you are, what you stand for and how you connect with your customers.
As a top branding agency in York, PA, our team has a proven track record developing brands for corporate organizations, non-profits and even individuals to help them stand out in their industries. Keep reading to gain insights into our top tips and tricks for helping brands get noticed.
Tip #1 – Be Authentic When Telling Your Brand Story
Storytelling is the key to a successful brand strategy. Every organization has their own unique story, which includes their history, employees, customers, culture, differentiators and even the products and services they offer. It is critical for companies to look at their current marketing communications efforts and find ways to integrate these elements. For example, highlighting employees on social media platforms or providing a solution to customer’s pain points in a newsletter are all ways to showcase who the brand is at the core. Businesses who find ways to effectively tell their brand story and evoke an emotional reaction from their target audience are most successful.
When telling the brand story, it is important for organizations to be authentic. In fact, 86 percent of consumers say authenticity is a key factor when deciding which brands they like and support. Businesses who are honest, transparent and stay true to their values in their brand messaging and story, are more likely to develop long-lasting relationships with their current and prospective customers.
Tip #2 – Develop Your Own Unique Brand Voice
Have you ever come across an ad and been able to identify the company it is for before even seeing their name? If so, that organization has successfully defined their style of communication. An essential part of strategic brand management includes developing a voice that is unique to your brand (i.e., empowering, playful, authoritative, intellectual, etc.) and using it consistently.
As stated earlier, it is important the brand voice is authentic and aligns with the organization’s values and persona. Additionally, as part of the brand guidelines, this voice should be used consistently throughout all communications. Not only will consistency using the brand voice allow consumers to easily recognize the brand but has also increased revenue by 33 percent.
Tip #3 – Use Consistent Brand Elements
While there is much more to a brand strategy than a creative company name, logo, tagline and packaging, these are the elements most people often think of first, and they do play an important role in brand recognition. Whether an organization is developing their brand look for the first time or rebranding, remember to think of two things – color and consistency.
Throughout the brand and logo development process, it is important for the company and/or graphic designer to choose a brand color wisely. In marketing, color matters. In fact, using a signature color can increase brand recognition by 80 percent. To learn more about the logo development process and the steps taken to create an unforgettable design, read our Logo Development: A Seven-Step Process blog.
Once a brand color is selected and the logo, tagline and other visual elements are created, these assets must be used consistently. Be sure to update all internal and external documents to reflect the new brand. While we understand you may still have some leftover letterhead or tablets (even coffee mugs) with the old brand on it, nothing can create market confusion faster than continuing to use items that are inconsistent. Also, remember to use the brand elements consistently on the company’s website, social media and newsletters. Doing so will increase brand awareness and recognition among consumers.
Tip #4 – Speak Up, Provide Service, Stand Out
Today, consumers pay close attention to which organizations take a stance on social issues and which turn a blind eye. In fact, 64 percent of consumers would buy from a brand or boycott it solely because of its position on a social or political issue. While this statistic shows the importance of brands paying attention to what is happening in the world and addressing the issues that impact their consumers and employees, it is critical companies are strategic about their messaging and how they position their stance to avoid alienating certain target segments.
Before releasing a statement about a social issue, GRIT recommends consulting a communications firm who will have a complete understanding of the target audience and can help guide the messaging to ensure it does not alienate any groups of consumers or come across the wrong way.
In addition to speaking out, it is important for companies to evaluate their brand’s values and foundations and apply them to the customer experience. To have a successful brand that stands out, it is critical to listen to what consumers are saying and provide helpful, friendly service throughout their buying process. Since 73 percent of consumers cite customer experience as an important factor in their purchasing decisions, providing the target audience with a personalized, valuable experience is key to standing out against other, similar brands.
Tip #5 – Brand Monitoring is Key
Once a brand is launched, the company can not just sit back and forget about it. It is critical for organizations to continuously monitor their brand, track what consumers are saying about them and evolve when necessary. Tools such as Meltwater, Buffer and Hootsuite can help companies track what their consumers are saying about them online and on social media platforms. It is important to listen to these conversations and identify the sentiment, engage with the target audience and adjust the brand strategy based on these conversations. It is important to remember that one negative comment online can ruin a brand’s reputation, so monitoring and addressing customer concerns in real-time is the best way to prevent a situation from growing out of control.
Additionally, as companies evolve and grow, so should their brand. It is important to complete brand assessments on a regular basis to identify when it may be time for a rebrand. For help monitoring what is being said about your brand or assessing whether it may be time for a rebrand, reach out to our brand strategy agency today.
Let Us Take Your Brand to the Next Level
At GRIT, we have years of experience helping clients in several industries develop new brands, navigate the rebranding process, as well as monitor and manage their brands once they have launched. If you are looking for a branding agency who has bold ideas and is determined to help you stand out in the crowded marketplace, start a conversation with us today. We promise you will not be disappointed!