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To be successful, a company’s brand identity needs to be made up of the same elements consistently present across the many visual and virtual properties that it owns. Design plays a huge part to adapt the brand features to each channel or format in order to achieve the business’ goals they have to fulfill. From the website, to social and digital platforms, without forgetting newsletters, brochures or even the office décor: all have branding objectives to reach.

This is why businesses, especially small, medium and new businesses, can’t underestimate the power of building and developing a brand. The company’s brand speaks volumes about what the business is trying to achieve, not only to the general public but to other businesses as well.

So what are the main components to take into account when building a brand?

Branding-Identity

Identity

Branding is all about giving your business an identity, or we could go a step further: a personality. The slogans, mission statements, website and logo become the face of the business. The best question to ask in order to start building your identity is “What do we want to be known for?” and come up with some character traits that will describe the brand, or the people who work for the company.

Customer Relations

It’s easier for customers to relate to a company when they’re relating to a brand that they trust. This is where you can build loyalty with your customers with the ultimate going being that they wouldn’t feel comfortable substituting your company’s products with anyone else’s.

Professionalism

The key to be successful with today’s savvy customers is by being professional. People are now aware of their consumer rights and expect a lot more in terms of service, delivery, communications, etc. Professionalism needs to feature highly on all the company’s communication channels.

From in depth customer or delivery information to clients’ testimonials, businesses have to really understand what can make their brand appear more professional in order to gain their audience’s trust.

Trust

Your brand isn’t just an image or a slogan; it also represents your values. Your values are what your customers’ trust. Certain customers only buy products for a specific company because the brand is something that they know and can trust. The power of branding plays a huge role in, not only making your company visible, but turning it into a brand that people rely on.

This is beneficial in the short term as well as the long term because as more consumers and companies trust your brand, the more business you will get, the more revenue you’ll generate and at the end of the day, the more profit will be in your hands.

Quality & Value

Provided that your company offers products and services that are good quality, your brand can become synonymous with high quality if it is positioned correctly. It’s a simple matter of association, which can go a long way in building your reputation as one of the top companies in the industry.

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Posted by Reno Macri

Reno Macri writes on behalf of Enigma, the UK based creative exhibition stand design company specialising in exhibition services like effective corporate branding, signage solutions, graphics and print production, 3D Visualisations and much more.

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