There are many ways to look at branding and the brand development process. For those who do not fully understand the power of branding, it might only mean the color palate and font of your brand and website.
Brands can create excitement that yields integrated marketing tools and messages through which the brand essence reverberates. Brands, in their truest sense, take on special meaning to the buyer. A successful brand rewards a client with a certain amount of comfort in their purchasing decision.
The reality is effective and genuine branding digs deeply into what your firm and services stand for. How are you differentiated from others in your space? How do you deliver those services? How is your firm distinctive?
And most importantly, how do your clients or customers benefit from what you offer? What problems do you solve? What messages that you offer simply cannot be ignored by clients, referral sources, and potential clients?
One of our clients works for a company that takes its brand to its deepest and most effective level. They commented to me, “When a firm takes the time to identify and communicate its distinctions in how it practices, how it deals with its knowledge and content, and how it relates to its clients, we can see it and feel it. More firms need to identify their brands more clearly and be certain it is shouted from the rooftops and applied to their websites, blogs, social media posts, webinars, presentations, and thought leadership content.”
Brands can create excitement that yields integrated marketing tools and messages through which the brand essence reverberates. Brands, in their truest sense, take on special meaning to the buyer. A successful brand rewards a client with a certain amount of comfort in their purchasing decision.
The key to a successful brand is that the target audience perceives a distinction between your firm’s brand compared to other firms in your space.
Once your firm’s brand has been determined, each of your communication vehicles should be evaluated in terms of their ability to deliver and support the brand. Brand development is the process of discovering your brand. Branding is everything else discussed in this article.
How clear and meaningful is your firm’s brand?