A reader’s understanding can measure the relevance of a book. Considerations made before a book is published can be likened to what a company needs for effective branding. Branding as a process involves shared understanding between a company and its clients or audience. You are probably asking how. Here’s why! While the company is responsible for interpreting the demands and desires of its clients, the clients are responsible for appreciating the product, service or idea by utilising it.
Understanding a Brand
A brand is anything but an idea, a product or a service. It is that “gut feeling” a client has about a company. Technically, a brand is different things to different people. In marketing, it is how a company differentiates itself from other companies, to consumers, it describes the story of a company and in design, it is that “gut feeling” consumers have about a company.
The process of deciding on the brand name, logo, colour palette, slogan, tone and voice, imagery and typography is termed “Branding”.
Why companies fail in branding
- Isolating clients from the branding process.
For a company to thrive, it needs to understand its clients and understanding clients means knowing who they are, where they are, and what they need. If a company is not able to understand these basic facts, then it is headed for failure. Having background knowledge of your clients gives you the ability to develop effective strategies when branding. From choosing the right colour palette to inserting the right imagery and typography, good consumer research will provide answers for the best branding choices.
- Copying from competitors
No idea is new and no matter how much you argue it, you are not the first person to think of the business idea you currently are trying to build. Now how you differentiate it from past ideas or conceptions is what gives it originality. Copying competitors’ identity says you have no strategy and vision, and a company does not survive without a strategy.
To break free from this, find your sphere, identify the meeting points, and set your boundaries to make a difference. Sometimes, the best way to do this is to identify your market and focus on growing it by developing well-thought-out marketing strategies to sell your idea, service or product. Avoid copying what has been created. It will get customers to perceive your idea, product or service wrongly and nobody wants that.
- Inconsistency in branding
Inconsistent branding occurs when a company’s brand elements, such as logos, colour schemes, tone of voice, customer experience, and messaging, are not in unison. This could manifest across different channels and touchpoints and would invariably confuse customers, weaken brand identity, reduce loyalty, and make marketing ineffective. To maintain consistent branding, companies need to develop comprehensive brand guidelines, educate employees, conduct regular audits, use centralised content management, and ensure clear communication among branding teams.
Tips to create a desirable brand.
1. Maintain Consistency: Ensure that all brand elements, including logos, colour schemes, typography, and messaging, are consistent across all platforms and touchpoints to build a strong and recognisable brand identity.
2. Develop a Clear Brand Voice: Establish a distinct and consistent tone of voice that reflects your brand’s personality and values. Use it consistently on all channels to create a cohesive brand experience.3. Engage Your Audience: Foster strong connections with your audience through engaging and relevant content, active media presence, and responsive customer service, ensuring that your brand remains relatable and trustworthy.