3 Strategies for Profitable Brand Recognition

December 10, 2021
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Many new entrepreneurs think of branding as the logo of their company. But branding should be a strategy unto itself and incorporated into the marketing plan for your business. Research shows that consistent presentation of a brand can increase revenue by 33%.

The consistency of your branding is one of the many things that can make a huge difference in not only your sales but also the first impression people have of your brand. When clicking on your website or social media page, it doesn’t take a consumer very long to develop their first impression of your brand. In fact, it only takes about seven seconds for them to form that impression.

Your branding can lead your website visitors directly to make a purchase or drive them directly to your competitors. Ultimately, branding is everything. So, what should you do to get the most out of your branding? Read on for tips on how to create profitable brand recognition.

1. Do Your Research

Before beginning any marketing strategy, do your research. Research is key to creating the best, most profitable tactics for any strategy.

Start by seeking out more information about the type of business you have. Do you have a specific niche in a broad business? For example, there are many skincare brands, but your brand may focus on a specific ingredient. You need to know everything there is about that ingredient. 

Learn more about your target market, consumer behavior, and competitors. Document all your findings. Conduct an analysis of your competitors and create audience personas for your target customers. This will help you better set your business apart from the ones people already trust. 

Additionally, you want to document the strategy of your company culture and create an operation flowchart that will include your customer service strategy. From there, you should be able to develop a set of values and a mission that will encompass everything your brand stands for.

2. Position Your Brand 

When positioning your brand, you need to think in the mind of the consumer. What does your ideal customer want? Most importantly, why should they get it from you? Does your name reflect that?

Target and Walmart are very similar retailers, yet they position themselves in different ways. When we think of Target, we think of good customer service and shorter lines. Whereas with Walmart, we think of low prices. Both positioning strategies are strong enough for each retailer to develop a loyal customer base.  

Now that you have done your research, you need to create your positioning statement. Some consider this to be the tagline. Consider the tone of voice you want your brand to have and use it consistently in other messaging.

Communicate this to your team, then to the public. A great way to do this is to create key messages for your company. Your key messages should sum up your bottom line and emotionally connect with your target market. 

You want to have your key messages crafted by a public relations expert or a copywriter. Your key messages are important because they will help associate your brand name with the exact message(s) you want to communicate.

3. Create Visual Guidelines to Follow

72% of consumers say that packaging design influences their purchasing decisions. The visual elements of your brand are what set the tone for a first impression. Remember, there’s not much time to create a positive first impression, so you want to put effort into your brand design. 

Visual guidelines, also known as a style guide, should include everything you need for designing anything for your brand. You will need this for creating packaging, content, the website, and other marketing materials. 

Here’s what your visual guidelines should include:

1. Your Logo

Your logo should be timeless and memorable. It should also be fluid enough to evolve with your business as it grows. You’ll need different variations with transparent backgrounds.

2. Typography

Although often overlooked, typography is an art form. You can emphasize a particular message using typography. As we have seen with social media, it can make your brand look more modern or more traditional. Additionally, it makes your branding more consistent when you use the same fonts.

When selecting specific fonts you want to use for your business, be sure to think about readability for large bodies of text and how it relates to the logo and the product or service itself.

3. Color

Color can raise your brand recognition by 80%. Each color you choose to add to your palette should be compatible with the others. Certain colors simply don’t mesh well for design. Colors also represent certain emotions, which can influence buying behavior. Check out books about color here.

4. Imagery

To avoid using the same stock photos as competitors, it’s best to schedule a photoshoot and have the product(s) and/or company photos taken professionally. You can create the aesthetic you desire for your shoot that will pair well with the other visual elements in your style guide. 

Real photos also increase the trustworthiness of your brand. People want to see real people and real products. 

After you have created your style guide, don’t cheat on your guidelines. Follow them consistently across all platforms. Then, add in your positioning, brand voice, and key messages. Consider consulting with a graphic designer to get unique visuals for your brand.

Keep in mind, a brand strategy is just one part of your overall marketing strategy. But, no marketing can be done without it. You should use your branding as a way to create more impactful marketing and PR campaigns to reach maximum profit. 

With technology and media changing rapidly, more businesses are learning not to put all their eggs in one basket. Be fluid and touch on every aspect of marketing for your business. 

“You should use your branding as a way to create more impactful marketing and PR campaigns to reach maximum profit.” 

About the author: Tia Rene’ Kelly is the founder, creative director, and chief executive officer of Kefi Public Relations, a creative communications studio. She strives to provide intentional public relations support to businesses and people that will create impactful legacies. Kelly earned her degree in public relations at the University of Texas, Arlington, and has worked with Grammy award-winning music producers, fashion designers, visual artists, restaurants, and more. Her background involves entrepreneurship, media relations, strategy development, branding, and event curation. Check out her website here. Connect with her on LinkedIn here.

Featured image: Smith House Photo

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