Branding is a complete system for communicating a company’s unique message. Originally it was a mark – or a logo. Ranchers branded their cattle with the ranch logo so it would be easy to identify them. That is the key “easy to identify”. A brand is the promise the big idea the Reputation all brought together with emotional connections about the product services.
Depending on the size of the business typically is how their brand is looked at by both clients and owners. Smaller business trade on referrals or strong relationships and visual branding is not as focused on. This is where developing a brand can help push your business to the top of mind when clients have a need. Branding is the visual reference that connects all of the value your business brings to you customers and clients. This along with your unique value that can bring clients based on an overall feel of how your business helps them.
All the touch points: Logo, identity System, Print, web media & signs are where your image needs to consistent and show the same values that you bring to your clients. With the right visuals and design elements along with photographs perception can become reality.
When looking to have your logo designed a good designer will want to understand your business. What does your customer service, product and product quality look like? How do the employees meet customer’s expectations? What is unique and compelling about your business? This and much more goes into the logo and identity design.
Once the designer has a clear understanding of the business environment and how they bring products and services to the market then designs can be produced. Typically the designer will produce 6 to 12 versions with color options. The deign must take into consideration the different media the logo will be used on. Many designers make this pretty full color picture that can only be printed on a full sheet of paper. That type of logo is not very effective in communicating your brand. Logo needs to be able to print in one color and even black and white. Also it need to be able to fit on promotional products and be able to produce at the lowest cost. Be careful of a landscape and portrait version. That will dilute the brand.
85% of adults use the internet to research products and services. The internet is the place to highlight your products and services. But, there are a lot of businesses doing the same thing. It is crowded and confused place for consumers. Getting your message out and engaging prospects to move them along the process from prospects to clients is key. This is where web engagement comes into play. Your website is a place for information about your business. It should have call to action in a way that compels visitors to connect with you. The next part of web engagement is to draw customer in. The goal of web engagement is to engage your clients through multiple online avenues. Social media campaigns and having robust content on Facebook, Pinterest, LinkedIn and Google+ is a portion of engaging. Targeting the right audience that generated qualified leads will build brand recognition.
Search engine optimization SEO brings prospects to your site. Social media and blogging leads the conversation online with your buyers. It keeps a pulse on what your clients are saying and will influence their buying decisions. Email auto responders allow you to engage immediately with clients and answer their question and sending them to a landing page for more information. Email marketing sends information directly to prospects and leads the conversation about your products and services. Quality vendors will supply reporting of how the engagement is working. Ranking reports and traffic are part of the tools. The web engagement toolbox will allow you to manage and adjust the type and amount of campaigns and how effective they are.
Web engagement is not search engine optimization; SEO is one part of engaging prospects online. Proforma works with clients to understand their marketing needs; assessing the type of products and services and client buying behaviors. Only after the full picture is understood then Proforma will make recommendations.
Proforma GIS works with clients on full service Search Marketing Integration. There is so much to do branding your business on the web. Contact Proforma today to build a comprehensive program that will drive business and you will sit back and relax!
I have been at implementing print, promotional and marketing of all types for clients for the last 20 years. I found a few things out over time. First cheap is relative. Low cost is real. Fast can happen.