Branding

In brief

• Branding is the basis for brand awareness. Any brand that enjoys fame owes it in large part to strong marketing of the brand.
• Because brand branding consists of a wide variety of cross-media elements, it is crucial that branding be applied consistently. To guard that consistency, the elements of a (re)branding marketing are captured in a brand guide.
• Brand rebranding is a wise strategic choice if your brand identity, brand image and brand communications are dated.
• Good branding of your business creates more sales, better clients and more talented employees.

Branding, how does it work?

Branding is the absolute basis for brand awareness. Any brand that enjoys fame or has positive associations in any way owe it to strong branding of their brand. And that’s not just the logo, the corporate identity or the logotype; that’s about all the elements that contribute to building a brand. Text, images, video, ads, advertising, a website, social media, you name it.

And because all of these different, cross-media components contribute to brand identity, it is crucial that branding be applied consistently. Always. And everywhere. This may sound simple, but it is the most complex part of marketing for a brand. After all, the lack of consistency in brand communication causes many brands to lose relevance and familiarity over time.

A lack of consistency in brand communication causes many brands to lose relevance and familiarity over time.

Branding vs. rebranding

Because strong branding is largely about consistency, it is not advisable to constantly adjust your brand communication, your brand identity. Prepare it well, think it through carefully, and make sure it remains your holy grail for a long time.

Of course, you may have been unhappy with the branding of your brand for some time. Or it may be that your brand and visual identity (logo and corporate identity) are dated and no longer match your future aspirations. Then a thorough rebranding is possible, which means completely rebuilding your brand. From the name and logo to market positioning and strategy. Rebuilding a brand allows you to reframe everything. This provides the necessary tools to better align the positioning of the brand with target audience and market opportunities.

The power of good branding

Ultimately, good branding gets you more sales. A brand that uses marketing and communications in a strategic and consistent way will stick around and keep customers coming back. Indeed, if people feel connected to your brand (connection is an important consequence of consistent branding), they are willing to pay more for your product. Call it the ROI of branding, but virtually every scientific study finds that strong brands, with a strong brand identity achieve higher sales.

But good branding delivers more than just money. Consider recruiting talented employees. The stronger your brand, the more likely people will want to work for you. No expensive recruitment, just an inbox full of open applications. And that’s how it works with clients, too. After all, successful companies like to work with successful companies. They proudly place your logo as a business partner on their website. All through consistently applied, distinctive marketing of your brand.

Have you just launched a new brand or product and would like to spar with our brand strategists on things like your brand design? Or is your organization in dire need of a thorough rebranding? Make a no-obligation appointment, we’d be happy to look at it with you.