Three solid reasons to build a brand
One: Too many choices
We are a society inundated with choices, more choices than ever before. People are overwhelmed. Everyone is looking for simplicity, authenticity and clarity.
Studies have shown that when there are too many choices, people often refuse to choose. They just give up. When offering taste tests, for example, if there are more than 7 options sales are not impacted. But if there are 5 or fewer, people will sample and sales go up.
People want every choice to be easy, not confusing or complicated. Whether consumer products or business to business, people are still people. They want to know “What’s in it for me?”
Have you defined–from your audiences’ point of view–what you offer that’s unique, special, different? Or are you still a “me too” brand? Defining the message and the brand context will give your audiences the reasons they need to choose you.
Two: Add value
Good branding adds perceived value to every message, every appearance of your brand. It moves any organization from competing on price to competing on the value provided to the target audiences. If there is nothing to distinguish your brand from the rest, the default comparison is price.
By pinpointing the elements that make the brand/company and products unique in their market and emphasizing specific benefits, audiences will know how to choose. By leveraging those benefits at each point of choice to restate benefits and add a call to action, target audiences will choose your brand.
Have you made it clear each time you present your message and brand how your audience should respond? Do you have a call to action on every web page or on every brochure? Making it simple and clear is essential. The easier it is to respond, the more likely you’ll receive the response you’re looking for.
Three: Add power to your marketing
A brand adds power all marketing. By establishing a visual and verbal identity that is recognizable, your organization, products and message will be noticed. You will stand out from the chaos. There will be a visual connection to the target audiences, consistency between marketing messages and media, and a story-a reason to buy-that’s compelling and memorable.
Creating the verbal and visual brand is just the first step. Maintaining consistency amongst all channels is essential. And bringing the brand to life internally–with resources, templates and tools–will ensure your brand is supported and enhanced in every connection.
Optimizing the brand in all channels
These days, there are more communication channels, more ways for your audiences to interact with you. More chances to create a brand experience. It’s easy to spread your resources too thin trying to cover all of the options.
An optimized brand is narrowly focused on the essential audiences. It integrates the ideas, the visuals and the messages into positioning. It builds from your audiences’ perceptions and influences them where they choose to interact. It’s supported and adopted by those who embody it.
Because there are so many channels and choices now, the optimized brand helps you focus instead of spreading resources amongst all of the options.
When a brand is optimized there is more power. Stronger purpose. Clearer components. And bigger results.
Jennifer Larsen Morrow
Brand Visionary
President of Creative Company, Inc.
Jennifer founded Creative Company with two partners in 1978 in Salem, Oregon. Her training as a graphic designer has guided the company’s focus on branding founded in design and message, generating the brand optimization methodology. Award winning design, on point messaging and strategic positioning have generated response for clients since 1978.
walkinginbelgium
zupi
updog
aapy01
027
insideoutinstitute
valqua
freebaseapps
nektar
ariesesolutions
saputo
3m6
moot
oceanweather
jzyjedu
flux-g
nojiblog
ntxeye
zwzsw
2226kjw
opticalpos
ultimateseomaster
mojprvyeshop
probe
interimairessante
0290com003
chihuahuapuppiesforsale1
thedrama
qixiuu
filharmonia
slotv9
travestibakirkoy
kailuan
mersin
jic-abih
anfp
conservationlands
kortrijkxpo
falkirkcommunitytrust
repeatingislands
nationaldentalreviews
racingnews365
puzzlemaster
dreadnoughtconsultancy
01booster
tolknews
designnewjersey
surreyopenstudios
flatstudio
7tv
literasidigital
ifuckedtheboss
nmu
e-reverse
cityofmiddletown
ism-asp
diariocolatino
amsat-dl
wordpress
tobilaphone
dana-gmbh
sereniweb
jingsourcing
postas
shikigaku
trumanproject
thebricktestament
ttz668
ywcampls
everquest2
eureko
sifanghua
bibliotecavasconcelos
toppbonus
zapopan
greatstartools
helbing
news1296
arealocal
ndsa
vitalitymagazine
futureclassic
unisociesc
fondsvermittlung24
harvestseasonalgrill
fairparkdallas
mplife
apksake
euprevent
round
nvva
chamberinnewbraunfels
satellite
wsc
yztz777
fertility-uk
gosetti
jasperreports
breakingground
20025555
iicle
dsrf
datafestival
insurancenexus
ftptoday
jewishfestival
make
kutego
starbengu
antai
lounea
cq9slotauto
chemweb
gdxdmq
websfera
cornandsoybeandigest
vhs-nord
cuties
artquest
vcni
job788
whalepumps
aitokyo
claritox
internetrix
downtownaustin
websitesabq
prolinksdirectory
komogame
spherika
91
trading-forex
mrbdguide
ohiolmi
discjockeys
growing-underground
5xc
mai
catwebs
yellostudio
projectthunderstruck
halic
flvto
dynamodbbook
nbltop100
pztv
philognosie
uinsu
marinebenchmark
nhidongcantho
004679
cuz
wzjianshe
cpx
rainbowshoping
gulfwebs
martinbean
carsonnvmuseum
ooswd04
jships
sustainhealth
mkiska
ellenos
lokomedia
webconcentrate
sm
tillmans
barna
unsung
whsrn
ykzzb
adamequipment
cargo
excelia-group
slotokingua
norman-network
aufstehen-gegen-rassismus
powderhounds
bizworld
bimstore
mycouncillor
atu2
ortho-dermatologics
linux-nfs
ggtech
cqjuhui
jifeng6
kmwzjs
myaffordablewebsite
sfwmpac
usyouthfutsal
hulltrains
boxfonts
spidi
spbgasu
66rt
mpk
thewoodmark
virtualwritingtutor
webtodaytech
minamioguni
triple13
onedegreeorganics
cxtc
e4s
arvaia
kfx199
pluginaria
montway
pbisapps