Branding is the most important process in business planning, whether large or small, retail or wholesale. A proper branding strategy will give any business a real advantage over competitors in today’s competitive environment.
But what is branding actually, and how does it affect a business like yours?
Branding is the promise that the customer sees. Every customer knows what service or product to expect, and most importantly, they know what advantage the service/product provides them over competitors. They learn who you are and how you are perceived by your other customers.
Is the business innovative and creative or does it represent experience and many years of practice? Is the product of high quality and price or is its advantage its low price? You cannot be both, and you cannot provide everything that customers want, but you can be the most suitable product for your target audience.
The logo, appearance, website, and marketing material are the business’s tools to market its correct branding, advantage, and in doing so, increase and deepen the customer base and their commitment to the brand.
Who is the process intended for?
The process is intended for businesses in two main stages;
1. Businesses in the startup process, a critical stage in which the essence of the business is determined, and perhaps the most important stage in business planning that influences all other stages.
2. Businesses that want to “re-plan” their business in order to attract new customers, leverage the ability of existing customers, and reduce marketing costs by creating a more accurate and appropriate message.
Process stages include
1 | Strategic consultation meeting
We begin with a strategic consultation meeting. In the meeting, we examine the business from all angles, including the target audience, goals, competitors if necessary, messaging, and branding. Together, we create a concept that strengthens the business in a way that suits it and the business owner in the best possible way. Defining the branding is a journey of self-discovery, which can be long and challenging, but also very rewarding.
2 | Sketches
At this stage, decisions will be made regarding the correct concept and guidelines for the marketing language. The client will be presented with several options for a name and branding for the business after a joint decision has been made on the appropriate business strategy and concept that reflects the positioning.
3 | Uniform Graphic Language
After deciding on the correct and most effective name and branding, we will create a uniform graphic language that will effectively convey the values and benefits that were chosen.
The purpose of the process is to create an identity that reflects the essence of the business, sets it apart, adds value to it, and causes potential customers to choose it over competitors.
Tips
We suggest considering the following topics before starting the process:
- What is the purpose of the business and its main mission?
- What are the advantages that your product/service provides to customers?
- What do existing and potential customers think about your business, and what would you like them to think?
- What attributes would you like to associate with your business?
Conduct a short survey among your existing and potential customers to understand their needs and desires. Don’t rely on what you think you know; clarify with them what they think and want.
Outcome of the process:
◄ Correct strategic branding – roadmap for marketing and business management.
◄ Logo that reflects the correct branding – use it everywhere.
◄ Branding statement that conveys the essence of the business – use it to effectively communicate to customers what the business is all about.
◄ Understanding of the proper use of the chosen branding – creating a deep look that will be reflected in every customer/business interaction, in all marketing materials, even in the clothing of salespeople if any.
