Do you want to start a new business? Are you thinking of revitalizing your brand? Just want to infuse vigour and verve to a flagging venture?
Then you can certainly benefit from several creative techniques and strategies that will help build or elevate your brand.
The Benefits of Branding
Any product, service, or concept that you want to sell to a target audience will need to be stamped with something to differentiate it from the sea of competitors. If you want your offer to stand out in the market, you need to brand it.
Branding gives a unique identity to what you are selling or offering to your customers. It is not just the name or logo that defines your brand, however. It is a synergistic mix of advertising and marketing components as well as a product of research and strategy.
In fact, more and more branding in today’s society is about the complete experience of the customer. It is an overall approach that will call the client’s attention, hold it, engage it, and eventually drive the customer to buy.
That is why if you’re starting a business or want to reinvigorate a sluggish entrepreneurial venture, then you should seriously consider properly branding it. If you do not have any inkling on how and where to start, here are some of the services that can help you create a brand that will be noticed by your target market:
You don’t go to war without a plan. It’s the same in business. When you do not have a clear vision of what you want to be, where you want to go, and whom you want to talk to, then you cannot successfully carry out your mission.
If you want your business to flourish, you need to come up with a carefully designed plan and course of action. This is where branding plays a critical role. With a multidisciplinary creative agency to help you, you can analyze customer and market behaviour and use your insights to craft a branding message that will resonate with your target audience.
An experienced brand agency will also advise you on how to better position your brand and what steps you need to take to create a holistic customer journey. It will provide brand strategies, including but not limited to, brand architecture and drafting an experience blueprint that will help promote and achieve your business goals.
Do you still remember your favourite bedtime story? How about those summer nights where you’re exchanging stories with your friends around the campfire? Or how you survived calculus simply because your professor peppered his lessons with amusing anecdotes?
You will realize that these people and situations have remained with you over the years because of the compelling stories associated with them.
Powerful storytelling is making its presence felt in the business world. More and more companies are leveraging their brands by making use of this form of content marketing. It is an engagement strategy that makes use of a brand’s unique voice to share relatable stories and reach its target audience.
You can also use authentic, relatable narratives to express who you are, to make yourself known to your audience, and to provide a platform that will make you resonate with them. Through creative narration, you can then design your stories to provide resolutions to their own stories and drive them to act as you have intended to do.
Design is a crucial element when building your business. Some businesses make the mistake of overlooking this vital component and end up with a disjointed and inefficient way of selling their offerings.
The element of the design is evident in the brand identity, with typography and iconography as visual representations of the brand. Out-of-the-box designs differentiate brands from each other through various mediums – advertising, events, copywriting, and graphics or communication mediums.
Design is not only characterized by the things you see. It can also be inherent in the business strategy from the outset. How business processes are designed to be more efficient, choosing raw materials for their cost-effectiveness, or how a product is packaged are products of strategic design.
Whether seen or felt, ingenious design is an opportunity to tell the story of your brand and business. The use of different materials, textures, and colours, as well as design rules and processes all, contribute to the holistic client experience.
Building a business requires a multi-pronged approach to connecting with your customers. Not only do you sell products, but you also sell experiences.
What you offer must be relevant to your audience. It must resonate with them so they will realize its value and how it can resolve their specific need or want. Through creative communication with them, you can compel them to take action and establish a connection with your brand.
The experience and expertise of a creative brand agency will certainly provide you with advantages. Aside from careful observation and study of other factors in relation to your brands – such as competitors and the market trends – a creative agency will also know how to best translate your strategy into compelling stories and activate them through design.
Grace Yacoub is the owner, founder, and CEO at Zaman. She recognized the potential to develop brands in Dubai back in 1996. Amongst her first projects were to convert the local powerhouses of Etisalat and NBD into branded entities and engage the nation in the drive for modernity.
She has since led projects across the finance, family, industry, property, retail and all sectors to convert many of the region’s most important companies into powerful brands.