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Marketing Insights

Take Your Brand From Boring To Brilliant!

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BrandingWiteboard-300x277For many companies, the number one priority is building their brand impression. A company's brand needs to establish a lasting connection with consumers and differentiate their products from competitors' offerings. Unfortunately, many companies don't realize the value of branding and are unsure of how they can make their branding work for them, or even how to build a brand. By following these few branding tips, a you can take your brand from boring to brilliant.

Visual consistency is key to building and maintaining a strong brand. Coca Cola has used the same red and script logo for decades. All it takes is seeing a small portion of one letter against a field of red to bring the brand to mind. Having that level of recognition takes a consistant effort over a long period of time. When done correctly customers will associate your logo with the impression you have consistantly pushed out through all marketing efforts.

Your branding efforts could be holding you back.

Companies should always address their customers using the same tone and attitude, so that the customers know what to expect each time they interact with the company. A company that makes organic cheeseburgers will only confuse customers if they suddenly change their brand's appearance from natural and green to bold and artificial. Custom packaging design is an effective way to advertise a brand and should be be an extension of message direction already established or it should be what all other advertising follwos. Consistency is the foundation that builds your brand value.

While keeping a company's or product's identity consistent through the use of product package design is important, companies should take care to avoid being repetitive. This means that repeating the same message will only irritate and alienate customers. Instead, companies should use different key messages that build on one another to create a memorable identity.

In addition to tailoring creative packaging design and brand messages to be interesting and relevant to the impression being built, social media should be used to connect with customers and prospects. While many companies use social media simply to advertise, offering engaging web content will attract more customers.  Social media provides a way to connect with customers in a meaningful memorable way.

It has added a way for small companies with small budgets to compete in a bigger way with established brands. When surveyed, people listed interesting content as one of the top three reasons to follow companies on social media. Some companies utilize social media to host contests and offer promotions and sales, making them more attractive to new consumers.

The questions to answer is how do you want your brand to be perceived long term and how can you keep that focus when developing each and every marketing tool from letterheads and ads to packaging and websites, every customer touch point that is possible? Growing a brand that has more value than their products under them takes creativity, consistency and time, a concerted investment of your talent and assets.

By following these branding tips, companies can create a strong corporate identity, which can boost stock values between five and seven percent.

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Topics: Branding, Packaging Design, Design

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