Brand management is one of the most critical business functions you need to focus on. It shapes the way people perceive your brand and differentiate it from your competitors. For instance, Nike and Adidas sell the same items- athletic and sports products, among countless other manufacturers. It’s their respective branding that gives them their unique identity and sets them apart.
Successful branding, however, boils down to constant change, based on market dynamics and your aspirations. If you want your brand to last longer, your branding needs to evolve.
Since branding is a feeling that you convey to target audience, consistent and effective communication is the key to brand success. Given the importance of branding, it may even be feasible to hire a brand design agency in London.
Here are some secrets to successful brand management:
1. Your Choice of Colour
Designing a great brand logo goes a long way to appeal to potential customers. When it comes to planning the brand logo, the colours you choose are extremely important. Branding professionals from Emerald Colour, a leading creative design agency London, believe that colour makes a huge difference in how people perceive your brand.
It’s a powerful visual factor that has psychological effects on viewers. We have been programmed to associate certain emotions with colours. For example, white represents peace, innocence, and purity, while purple is associated with innovation, creativity, and wisdom. Similarly, red is often used to convey passion, assertiveness, and adventure. These emotions, however, don’t remain constant; cultural shifts keep shaping them over time.
Hence, you should take your time designing the brand logo and more importantly, never underestimate the impact of colours, which leave a lasting impact on customers. If you’re a start-up, share your logo with your relatives and friends, and ask for feedback. Use the insights to make any changes to the branding.
2. Outplay Your Competitors
Successful branding takes into account what’s happening out there in the market, identifies competitors’ weaknesses, and taps into those gaps. Online presence of companies has made it incredibly simple to spy on your competitors. All you need to do is Google their business name to find their website or use social media search engines to find their profiles and analyse their social media activity.
3. Establish Your Brand Personality
Establishing your brand personality is all about personifying your brand so that it’s viewed as an individual with a unique character. This not only improves brand recognition and recall but also creates than emotional connect with your customers that will eventually make them loyal to your brand. This is where your company monitoring software will help you out.
However, you and your agency need to have a clear understanding of the customer you want to target. No matter how amazing your personality is, if it doesn’t relate with your audience, it won’t make the desired impact on people. Your brand personality should be about what your targeted users aspire to be. When you do that, your customers will want to associate themselves with the brand. They will not only become loyal to your brand but also recommend it to others.
4. Leverage Social Media
Once you’ve worked on your brand design, the next big challenge is to communicate your brand’s inherent identity and its unique selling proposition (USP) to the target market. The fastest and most effective way to reach your target audience today is through social media.
People typically use social media when they’re in a relaxed frame of mind. Think about which social network your target audience is most likely to be present. If your targeted segment is most likely to be found on Facebook, using the right voice tone should foster customer engagement on the platform.
Depending on the nature of your business, you may even establish your brand presence on multiple social media networks. Since different platforms offer different ways of marketing tailored to the type of audience present, it’s recommended that you devise a separate branding strategy for each social media platform you use.
If you’re looking to deliver a high-visual campaign targeting youngsters, Instagram is the perfect platform for such a campaign. For twitter audiences, short and sharp messages work incredibly. On Facebook, you can use a variety of post types to different audiences. Also, don’t forget to broadcast your brand message on Youtube.
On all these platforms, you’re able to create your brand profile and get users to follow you for updates. Regardless of the platform you use, be sure to add powerful CTAs when posting content so that users act exactly as you want them to engage. When it comes to posting content, think of your brand as an actual person communicating with its target audience.
Also, focus on mobile and voice-friendly branding. Google searches from mobile devices and voice searches are increasing at exponential rates. If your branding is not optimized for mobile and voice searches, you can lose a large amount of online traffic.
5. Demonstrate Positive Attitude Through Your Branding
The modern customer is more powerful than ever, especially the savvy millennial generation. Millennials expect a high level of compassion from brands today. Your brand will earn respect when you retain a positive attitude throughout your branding. One great strategy is to design a website that includes the entire society, yet, focuses on the specific needs of your customer.
Social Responsibility and environmental stewardship are the key areas you can work on.However, make sure your branding strategy is authentic when you follow this approach. Taking big goals and initiatives that you don’t plan to work on will only make you look pretentious and harm your brand. Be realistic about what you can do for the community.
As brands have become global and ubiquitous, their impact on society has become strongly influential. When working with your brand design agency London, follow the above-discussed tips to establish and evolve your branding as your business grows.
Richard Kearsey is a digital designer at Emerald Colour – a graphic design agency in London that offers various services, like website design, animation, bespoke exhibition stand design, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.