Masters of Marketing -- The Importance of Consistent Branding
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In the February 19, 2014 Masters of Marketing webinar, Website Coordinator Karly Baker discussed why it's important to stay consistent with all of your agency's branding.
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Masters of Marketing -- The Importance of Consistent Branding
- 1. Branding The Importance of Consistent Branding Karly Baker Website Coordinator
- 2. Branding is your promise. An effective brand strategy gives you a major edge in increasing competitive markets.
- 3. Brand Strategy • Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. • Consistent, strategic branding leads to a strong brand equity. • Which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.
- 4. Know what they think. • Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the following questions: • What is your company's mission? • What are the benefits and features of your products or services? • What do your customers and prospects already think of your company? • What qualities do you want them to associate with your company? • Don't rely on what you think they think. Know what they think.
- 5. Get the word out! • Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips: • Get a great logo. • Write down your brand messaging. • Integrate your brand. • Create a "voice" for your company that reflects your brand. • Develop a tagline. • Design templates and create brand standards for your marketing materials. • Be true to your brand. • Be consistent.
- 6. Who am I?
- 8. How to Create a Logo • With a well-designed logo, potential clients can instantly discover how your business can serve them. • Ideally, your company logo enhances potential customers and partners' crucial first impression of your business. • A good logo can build loyalty between your business and your customers, establish a brand identity, and provide the professional look of an established enterprise.
- 9. 3 Logo Types • Font-based logos consist primarily of a type treatment. • Logos that literally illustrate what the company does. • Abstract graphic symbols
- 10. “A symbol is meaningless until your company can communicate to consumers what its underlying associations are.” - Americus Reed II, a marketing professor at the University of Pennsylvania's Wharton School
- 11. Getting Started • Look at the logos of other businesses in your industry. • Focus on your message. • Make it clean and functional. • Your business name will affect your logo design. • Use your logo to illustrate your business's key benefit. • Don't use clip art. • Avoid trendy looks.
- 12. Let Designers Design While brainstorming logo ideas by yourself is a crucial step in creating your business image, trying to create a logo completely on your own is a mistake.
- 13. Consistency is Key In today’s marketplace, there are more platforms to convey your brand message than ever before – making it even more difficult to remain consistent.
- 14. Only Time will Tell • Successful branding is achieved over time, not overnight, and consistency is the key. • Once you establish a persuasive, simple message, you must stick with it and continue to deliver that message time and time again. • How do you want others to perceive you?
- 15. Brands We Love Think about some of the most recognizable brands that have exceptional consistency, such as Coca-Cola, Nike and Ford. These brands have endured many ups and downs and still have the ability to evoke distinct emotion. They have gained the trust of consumers by providing them with clear consistent messaging for a great number of years.
- 16. Marketing Q&A • Is it ever too early to start marketing? • What's the biggest marketing mistake a new brand can make? • Digital Marketing. Are brands that don't market online doomed to fail? • Is there a difference in the strategies a brand employs when marketing online and when marketing offline?
- 17. To Recap • Branding is your promise • Consistent, strategic branding leads to a strong brand equity • Know what they think • Focus on your message • Research your competition • Hire a designer • Create a Logo • Be proud and market your agency!
- 18. ITC Agent Conference 2015 Marriott Las Colinas - April 23-24 Early bird special of $99.95 – full pass Save $100, sign up before March 1 http://www.agentconference.org/ Karly Baker Website Coordinator
Notas do Editor
- Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it separates you from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.
- Column 1: Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are also part of your brand strategy. Column 2: A good example is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price.
- Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.
- Get a great logo. Place it everywhere. Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes. Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything. Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Or more formal? A few questions to think about. Develop a tagline. Write a meaningful and concise statement that captures the essence of your brand. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent. Be true to your brand. Customers won't return to you--or refer you to someone else--if you do not deliver on your brand promise. Lastly Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give. If you can't do this, your attempts at establishing a brand will not be successful.
- Here are some examples of strong, highly recognized, successful branding. Notice the simplicity of each icon.
- Your logo is a visual representation of everything your company stands for. Like, McDonald's golden arches or the Nike swoosh-these two impressive logos embody these companies well. But unfortunately, many companies still skimp on developing this key identity piece. Consider Allstate's "good hands" logo. It immediately generates a warm feeling for the company, symbolizing care and trust. With a little thought and creativity, your logo can quickly and graphically express many positive attributes of your business, too.
- There are basically three kinds of logos. The logos of ESPN, Google and Sony, for instance, use type treatments with a twist that makes them distinctive. Such as when a house-painting company uses an illustration of a brush in its logo. Ex. Fast Food Restaurants Ckick-Fil-A, Vanessa Golborn School of Dance, and Russo Painting Company. And Lastly abstract graphic symbols. Such as Spartan Golf Club, Adidas, and Mercedes.
- Reed has conducted research on the triggers that lead consumers to identify with and become loyal to a brand. But building that mental bridge takes time and money. The Nike swoosh has no inherent meaning outside of what's been created over the years through savvy marketing efforts that have transformed the logo into an identity for an athletic lifestyle. Growing businesses is expensive and can rarely afford the millions of dollars and years of effort required to create these associations, so a logo that clearly illustrates what your company stands for or does - may be a better choice. Customers should be able to tell what you do just by looking at your logo.
- Before you begin sketching or learning how to design a logo, first articulate the message you want your logo to convey. Try writing a one-sentence image and mission statement to help focus your efforts. Stay true to this statement while creating your logo. Look at the logos of other businesses in your industry. Do your competitors use solid, conservative images, or flashy graphics and type? Think about how you want to separate your logo from those of your competition. Focus Strongly on your message. Decide what you want to communicate about your company. Does it have a distinct personality-serious or lighthearted? What makes it unique in relation to your competition? What's the nature of your current target audience? These elements should play an important role in the overall design or redesign. Make Very it clean and functional. Your logo should work as well on a business card as on the side of a truck. A good logo should be scalable, easy to reproduce, memorable and distinctive. Icons are better than photographs, which may be unreadable if enlarged or reduced significantly. Be sure to create a logo that can be reproduced in black and white so that it can be faxed, photocopied or used in a black-and-white ad that will be just as successful as in color. Your business name will affect your logo design. If your business name is like my example “J.B. Robinson Jewelers," you may wish to use a classy, serif font to accent the letters (especially if your name features initials). For a company called "Lightning Bolt Printing," the logo might feature some creative design – which in the case would be in fact - a lightning bolt. Use your logo to illustrate your business's key benefit. The best logos make an immediate statement with a picture or illustration, not words. The "Lightning Bolt Printing" logo, for example, may need to convey the business benefit of "ultra-fast, guaranteed printing services." The lightning bolt image could be manipulated to suggest speed and assurance. Don't use clip art. Clip art can be copied too easily. Not only will original art make a more impressive statement about your company, but it'll set your business apart from others. Avoid trendy looks. If you're redesigning your old logo, you run the risk of confusing customers-or worse, alienating them. For example, Quaker Oats modified the Quaker man on its package over a 10-year period to avoid undermining customer confidence. But don't plan to make multiple logo changes. Instead, choose a logo that will stay current for 10 to 20 years, perhaps longer. That's the mark of a good design.
- It may seem like the best way to avoid the high costs of going to a professional design firm. However, there are many Freelance designers who have flexible rates depending on their experience. For example, US - ITC our design team that create all the websites, they also create custom logos on a weekly basis. And they are very good! - Yes, they are my team, so of course I am going to brag on them – but I can say honestly I have been very impressed with the level of design they produce.
- From smartphones, apps and mobile websites to social networks like Facebook and Twitter, the face of marketing has changed drastically. To give consumers a clear depiction of your brand, you must deliver a cohesive message across all advertising channels.
- Delivering a consistent message doesn’t mean you must always use the same words. But it does mean that you must stay relevant and bring fresh, new ideas to your campaigns, while ensuring that everything you do remains consistent with your brand message.
- Coca-Cola does an excellent job of creating a consistent brand experience across all marketing platforms. Coke focuses less on the actual product and takes more of a lifestyle approach to their advertising. They create an emotional connection between consumers and their product. For example, Coke’s “Open Happiness” campaign – Coke is conveying the message that their product creates wonderful memories and they establish an emotional connection with consumers.
- Is it ever too early to start marketing? It's never too early to start. Even in the early stages of bringing an idea to life, there are communities of potential customers that will not only become an early following, but also that will help spread the word about your brand. What's the biggest marketing mistake a new brand can make? One of the most common problems I see with new brands is lengthy or confusing messaging that alienates the potential customer. People tend to have short attention spans, so brands need to present a clear, concise and powerful message that draws their audience in. Digital Marketing. Are brands that don't market online doomed to fail? Brands that don't market online aren't doomed to fail, but they are missing out on exposure to potential customers. For some brands, a majority of business may come from referrals—but even in this case, potential clients will likely look the brand up online at some point. Ensuring that your online presence speaks well to the brand is important even for these types of brands. People want to see who you are as an agency. They want to be able to have a relationship with you – can trust you. Having a website for example can show a prospective client the type of personality and structure your agency has. That’s why it is so important to complete your About Us page, Blog on a regular basis and show images of you and your employees. People love photos – they do not want to read essays. Which is why I have incorporated so many photos myself. Is there a difference in the strategies a brand employs when marketing online and when marketing offline? Absolutely. The online and offline customer differ in part due to the mediums being used to reach them. You never know the type of person your brand is going to reel in. Therefore, you want to make sure that you have multiple forms of marketing materials so that way you can reach more people.
- Branding is your Promise Being consistent is key Know your target audience Focus on your message Do your research. See what your competitors are doing. Hire a designer Create a strong and effective logo Market your brand! So that about raps it up for us. Next month Darmini Kara one of our SEO Coordinators will be presenting the next Masters of Marketing. Her topic will be 5 Things to Look Out for in Google Webmaster Tools.
- And lastly our 2015 Agent Conference!! We are very excited about this years conference. It will take place at the Marriott Las Colinas on April 23-24. Right now we have an Early bird special of $99.95 for a full pass ends at the end of February. Also, anyone who registers in the month of February will be entered into a drawing for free registration. (Their registration will be refunded by March 6.) However, if you want to save $100, sign up before March 1. If you wish to get additional information about our Agent Conference please visit www.agentconference.org. I have enjoyed speaking with you all this morning. Have a great rest of the week! Bye.