You may have heard this buzzword floating around social media as of late, but its importance far exceeds what many realize.
“What is branding?” you may ask. Well, you’ve come to the right place!
Branding is every aspect of a company.
These aspects can be both tangible and intangible. For example, the logo, business cards, letterhead, and flyers are all tangible facets of branding, but it goes much deeper than these things. Although the tangible is extremely important, the weight is truly found in the intangibles. How a customer views your business, the personality of your business, and even how a customer feels when they walk into your business are all intangibles of your brand. However, the intangible cannot exist without the tangible. Creating the right aesthetic through tangible branding will directly affect the feelings that people have about your brand.
I still remember the first time that I experienced excellent, tangible branding. I was standing in Whole Foods, and I picked up a bottle of Hubert’s Lemonade. I had never seen it before, but it caught my eye. The logo featured a lemon that was textured like an actual lemon, and the bottle had many clever sayings written on it. I clearly remember wanting to purchase that lemonade simply because I thought their brand was so cool. Their tangible branding worked. It did its job. Through the use of something tangible, their brand gained something intangible. It made me feel positively toward their brand. And of course, their lemonade was incredibly delicious, true to the brand.
mall details like textured lemon or funny puns may seem insignificant, but they actually go a long way. They set your brand apart from your competitors, and they give your customer something to remember. As a brand, you want to give your consumer things to tell their family and friends about.
Brands outlive products.
They stand the test of time. People buy from brands that they have seen or heard of. A marketing researcher for students and professionals said, “Brand visibility is the single, most powerful message that a consumer can receive. And the message says that this product is good and you can trust this product.” Even if the quality of a less popular brand is actually better than the top-liner brand, people tend to stick with a brand that is popular because they trust it. These popular companies have used tangible branding correctly, allowing their consumers to trust and rely on their brand. The logo and package design encourage people to notice the product on the shelf, which brings them to your website and social media. If these tangible things make an impact, customers will trust your brand, bringing you something intangible. Trust and brand credibility. These are the things that bring you lasting customers.
You might say, “Well, that sounds great, but what can I do right now to improve my brand credibility?” Good question!
Start with the visuals!
These things go such a long way in improving your brand credibility. Here are a few ideas to get you started:
1) capture beautiful photos!
Professional photos can add so much to your brand, and they don’t have to be as expensive as you may think! Local Nomads has a photo walk every two weeks in Baton Rouge and New Orleans where you can take photos with professional photographers for free. Also, up-and-coming photographers are often willing to be flexible with pricing to build their portfolios. It is so important to have these photos for your website and social media so that your business is truly captured for how amazing it is!
2) create a social media plan!
It is so important to strategize for social media rather than posting at random. A great platform to do this through is Planoly. It is free for one user, and it allows you to map out your social media before you post. Set measurable and achievable goals for social media each month and make a plan on how you are going to get your business there. At the end of the month, look at what worked and what didn’t, and don’t give up! Things always have to be adjusted, and it will take time to see the results you are looking for. Consistency is key! Check out our blog post, 5 Tips to JUMP-START Your Visual Brand Strategy, for some more ideas to improve your social media!
3) invest in a functional and stunning website!
Well-developed websites make it extremely easy for customers to find what they are looking for, causing them to feel positively towards your brand. At The Visual Branding Group, we love working with local businesses on their websites to set them up for success! Click here to see some websites we’ve worked on in the past.
We would love to work with you here at The OnePrint Group.
Make your branding rock. Just do it. We promise you won’t regret it.