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10 January 2011

Marketing

Good Branding: More Than Just a Pretty Face

Branding is so integral to a company's success. When a customer first sees your website their first thought usually isn't: "wow that's some great written content". What usually sticks in their minds is the imagery.

I can't even express how important I think branding is.

Think about some of the strongest brands in the world: Coca Cola, Virgin, Nike, Apple, Microsoft. Whether you like them or not, good branding sets apart the best from the rest. It is the difference between customers buying your products and looking elsewhere.

To build a successful brand you must first understand who your customers are, what they want and what they need. Once you have achieved this you need to apply it to every aspect of your company. Good branding needs coherence.

Everything from business cards, websites and letterheads to desktop backgrounds and email signatures should all give off the same, strong, consistent image of your company.

A strong brand can do a lot. It can connect emotionally with your customers. It can show that you're creative and interesting and worth the time of day.
Your brand should create the correct perception, attract new customers and set yourself apart from the crowd.

If you're a business and you haven't yet established your corporate identity, get to it!

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