Branding Done Right
Before buying anything, one of the first factors most people consider is the brand. Especially with big-ticket products and services, people are looking for signs that the brand seems trustworthy. Think back to when you were a kid, what kind of toys did you want for Christmas?
I don’t know about you, but I didn’t want just any generic piece of plastic with wheels, I wanted Hot Wheels.
Listen, I know I was just a kid who didn’t know anything about quality materials, manufacturing processes, or even how money worked. But somehow I just knew Hot Wheels were superior.
The same goes for Barbie, Lego, My Little Pony, or Star Wars action figures. Kids don’t usually want any of their generic counterparts.
And as much as we like to think we’ve outgrown our thinking patterns, ask Psychology Today, or Forbes, and you’ll soon realize that our purchasing decisions are still guided almost entirely by our emotions.
Although there are many variables, clients won’t consider buying anything that doesn’t align with their values and their lifestyle.
Today more than ever, businesses need to have a personality and to be able to tell compelling stories both about themselves and their ideal client personas.
If you truly want to connect with your clients, you need to let them become your brand ambassadors. You must give them real power over your company so that they think of it as their own. If you achieve this, your clients will reward you with coming back for more and talking your brand up whenever an opportunity arises.
Now for the hard part… How can we make this happen?
A good place to start is giving your clients a sense of belonging with your messaging. Talk about your brand as theirs, using their words.
Think about your favorite sports team and the classic: “We won!”. People say “we” even when we’re not the actual players in the field playing the match. That sense of belonging is accomplished through the emotional bond between a person and a brand. And that’s exactly what every business needs.
The problem is that when most businesses think about standing out and beating their competitors, they default to pulling marketing stunts, sales, stuff like that. The problem with most stunts is that they come and go and people forget about them. No brand loyalty gained there.
Another option businesses default to is simply offering lower prices in general. Even though technically having lower prices is a way of standing out. In most cases, this is also not a good idea. Try to think of the long-term. If your audience makes their purchasing decisions solely based on your low prices, you’ll be stuck sacrificing your profit margin every time trying to sell to them.
There’s no need for lowering your prices with discounts and payment plans when there are many great potential clients out there that are looking for “better”. Clients that are ready to PAY for “better”. In-full. Today.
Instead of lowering your prices, look for those clients who are ready to pay for “better”. In-full. Today.
Click to Tweet →
When you do the same thing as your competitors, at a similar price, you’re just offering a commodity. The best clients you can hope for are the ones looking for something more, those who want more effective results, those who want to feel part of something bigger than themselves. Think about it, people buy Apple’s products, not because of the features, but because they see themselves as someone who can Think Different™.
If you want your business to grow, you must take a very close look at what your brand says about you.
With great branding, even the smallest business can take the deliberate decision of going big. Coca-Cola grossed only $50 on its first year in business. Nonetheless, their brand persevered and positioned itself to be one of the highest market value companies in the world.
If you create a compelling message—one that stays coherent throughout your company’s entire presence—your clients will see a brand that they will be happy to be a part of. That’s when the magic happens.
I could talk for ages about this subject.
These are some ways brands get noticed
- Being authentic and transparent.
- Having a clearly defined audience and learning about them.
- Tapping into people’s wants and emotions.
- Having a unique voice and standing up for important matters.
Your brand is one of your most important assets, and it’s built up over the years. The way you treat your brand every day adds up, so make sure to treat it right.
What’s next?
Striving to have a stronger brand every day is all well and good, but… What exactly IS a brand? And what role does a logo play in this?
In spite of what a lot of people think, a logo and a brand are miles away from being the same thing.
You can read about the importance of a logo here:
Unlock the True Potential of Your Logo.
NOW’S YOUR TURN
Did you find this post interesting? If you think your brand has room for improvement, you can tell me about it here: joquerol.com/start
Just fill out the questionnaire and I will help evaluate your brand. Together we will find some areas of opportunity so we can improve your brand’s messaging and aesthetics.
Get ready to give your clients a first impression that keeps on impressing.
written by:
Jordi Querol
I have ten years of professional design experience and more than five years in lead design roles. I like to write and make behind-the-scenes videos about design, marketing, leadership, and productivity. In my downtime, I'm passionate about illustration, photography, game design; and cold brew coffee. Make sure to say hi → [email protected]
