One of the best parts of working in branding is the opportunity to meet a variety of people and hear their thoughts on effective marketing and branding.
Today, we wanted to share with you the top lessons we’ve learned over building 500+ brands and see what your experiences have been, too. Here are our top 5:
- Your brand is the single most important investment you can make in your business.
When your visual brand and your branded message stand out and are consistent, it puts you miles ahead of the competition. In fact, studies show that a consistent brand is 3x more likely to get your consumers’ attention.
- It’s critical to know the WHY behind your customer’s purchase.
What you or your agency thinks is irrelevant. The best selling, marketing, and branding focuses on what your customer thinks and feels about the benefits they get from you. Selling on emotions is the key to increased sales, higher retention, more leads, and better conversion.
- Your brand is much more than your logo. It’s everything that defines you.
Your brand is the way you answer your phone, it’s the wrap on your vehicles, it’s the voice and tone of your social media platforms, it’s your packaging, it’s the content of your email campaigns—it’s everything. When your customer interacts with your company in any way, they’re having a branded experience.
- Each of your marketing campaigns should be a brand campaign.
You build equity in your brand when you have a consistent voice, visuals, and messaging. A promotional campaign is much more powerful when it goes above and beyond offering a discount by also communicating a key tenant of your brand to build lasting relationships.
- Your brand should be simple and story focused.
It’s important to ensure your brandmark is easy to read from a distance (this makes it SO much easier for your design team to get you more attention) and that it helps tell your story. Your branding is the kickoff point in explaining to your customers who you are and how you can help them—so the easier you can make that the better!
What’s your experience been with these principles? Is your brand consistent, customer-focused, and an integral part of every part of your company? Or maybe you have a little work to do (you’re in good company if you do…).
We would love to hear your thoughts on what makes for effective marketing and branding campaigns, and, of course, if you have any questions about how you can apply these lessons to your company please reach out! We’re happy to answer any questions or even show you the Brand & Messaging Playbook we provide clients to make sure they’re applying all of these learnings. Email us at email@example.com to set up a time.