What is Branding and Why It is Important For Your Company
Branding is a comprehensive influence that affects almost every single touch-point a consumer has with your company. It goes far beyond the selection of a name and the design of a logo and into the values and attributes that are reflected in the copy. Tones of voice, and graphic content of limitless communications. When it is done right, branding influences everyone in touch with your organization – from customers to employees and partners. It drives sales, increases customer acquisition and retention, and attracts talented employees. The basis of a strong branding plan is to clearly identify the brand message and then relay it through persuasive copywriting and graphic design.
Discovery
Strategy
Execution
Evolution
There are many points at which branding exercises can be done. Here are just some of the items that may be included in discovery and strategy:
- Identify revenue and market share goals
- Create positioning statement
- Define customer segment
- Develop personas
- Develop value propositions
- Conduct competitive analysis
- Develop messaging platform
- Plan brand collateral