So you have the amazing ideas, the awesome product, and all your ducks in a row. You’re ready to launch, but how are your future buyers going to recognize you as something new and different, and how will they remember you later? Have you developed a clear brand identity that will make people gravitate towards you once they know how great your company really is? Before adventuring in advertising, you need a strong brand that naturally feels familiar to your target customer.
Beyond graphics and icons, what is at the heart of your business? What is your mission that sets your venture apart from the competition? How does this impact the client, the community, the world? How do you view and nurture your relationship with your customers, and even your suppliers? All of these pillars make up the framework of the company your logo represents.
Your brand tells the story of your business and why it exists. It should be consistent and authentic in all platforms. Once you have a dynamic logo, and spend some time creating an overall mood using colors, typography, and compelling visuals, it’s vital to amplify your message through engaging content. All of this should speak to your prime demographic and echo your company as an authentic voice and an authority in your field. By being clear in what your company does, and delivering on the promise of service it provides, you gain customer trust and loyalty.
As you uncover your brand identity, which will inevitably become the personality that ambassadors your company, make sure it is consistent and tangible. You want to present an idea, and a look, that can be transmitted fluidly between social media, print outlets, as well as when you hire freelancers for promotional work like photos, copy, and design. Though it’s important to not become repetitive, you also want to have basic materials ready for fast turnover, and not need to spend extra hours preparing content from scratch.
With this, you have a strong foundation for marketing campaigns to form themselves upon. A sentiment has been created for people to connect with on an emotional level; they already like your brand. Even when first introduced to your product, its slick label and sustainable package attracted a new buyer. Or your site is super user-friendly and subscribers enjoy great bonuses and excellent customer service. Have a clear and concise mission, cohesive yet innovative messaging, and cover your cornerstones that act as guidelines for your company to abide by, then promotion becomes more about announcing news and information, as the brand itself attracts the business.
