Cultivating a Corporate Identity

First Things

What is a brand? We all know what brand name goods are. The brand is what differentiates them for ones without labels bought bulk from a warehouse store. Why do products with a known brand cost more? Because consumers are willing to pay more for a product they trust and like.

The same principles apply to your company. Your company's brand needs to create value causing customers to flock to you as opposed to a competitor offering a similar product or service. This value created is often referred to as "brand equity".

A Star Is Born

So how do you go about creating a valuable brand? Prior to even selecting your logo or colors there exists much research that needs to be done. Your target audience needs to be identified and analyzed. It is not possible to craft a message before you know who will be listening to it.

Different demographic and socioeconomic groups respond to different messages. You message includes everything from your slogan to the design of your color business cards. Your brand must evoke more than a rational response. You are attempting to create a feeling within those who come across your marketing materials.

Many times purchases are made independent of any conscious or logical thought processes. They are made as a part of a lifestyle decision. An obvious example of this phenomenon is designer jeans. Prices can vary dramatically for basically the same jeans with different labels.

Once you have identified your target audience and fully understand the psychological levers which drive them you are ready to start business card printing, brochure design, and web site creation. Your star is born.

Say It Again Sam

Market research has shown it takes over 10 exposures to a new brand for the average person to retain cognizance of it. You cannot mail out a few hundred of your brand new shiny color business cards and call it a day.

Effective branding requires endless repetition. This realization is confirmed every time you open your eyes. Major brands advertise on everything from television to bus stops. They fully realize the necessity of pounding their logo into your head on a daily, if not hourly, basis.

Be a Colorful Personality

No one likes to hang around boring people. Similarly, most of the time no one likes to hang around boring companies. There are exceptions as with every rule. An example would be a funeral home business. No one expects, nor wants, a funeral home to exude a fun and colorful message. However, for the vast majority of businesses, the rule holds true.

Bored prospects equal lost customers. Your brand and corporate message must evoke positive feelings. As with Pavlov's dog, if your brand is consistently associated with pleasure the response will be dictated by human nature.

Back It Up

Once you have created the perfect branding strategy, the best way to mess it all up is to provide an inferior product or service. You must back up the talk within your branding with action. Your product or service must live up to the expectations you have created within your audience. This process continues after the sale into the customer service phase.

Know your market. Pay attention to your brand. Back up your claims. These are three simple steps to ensuring a solid corporate identity.

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