Have you ever seen a picture of a product and known what it was even before seeing the actual name of that product? How many times have you purchased a certain item simply because you recognize the logo? Have you ever tried a NEW product because you thought the packaging was inviting? Have you ever NOT tried something new because the logo or packaging was confusing or uninviting? These questions illustrate just how important “Branding” is to a company. It can literally make or break it for some businesses.
Branding was once defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services that a company has to offer. There are certain objectives that a good brand should achieve. A few of these objectives are that your brand should:
- Clearly deliver the message of what your business or product is
- Confirm your credibility as a business owner
- Emotionally connect your target prospects with your product and or service
- Motivate the buyer to buy your product or products
- Create user loyalty
Today, branding is a bit more complex, but even more important when it comes to marketing. Branding is not only about getting your target market to select you over the competition, but about getting your prospects to see you as the sole provider of a solution to their problem or need, and to keep them coming back for more.
Now that we have a grasp on how important “Branding” is for your business, lets talk about “Corporate Branding.” Corporate Branding is not simply creating a company name or designing just one logo. Corporate Branding refers to the practice of promoting your brand name and logo as a corporate unit, as opposed to specific products or services that you provide. Corporate Branding can incorporate multiple assets for your company.
Maxtapiece recommends that all of our clients should have a basic branding package. This covers your logo, business cards, letterhead, and a branding standards document. At some point you will be handing out business cards and if you are giving them out blank, how will possible clients know who you are, or even remember you? Having a personalized logo on your business cards will start making your business memorable to clients, customers and potential prospects.
Any means by which the general public comes into contact with your specific brand is considered an asset that can affect how individuals feel about your corporate brand. Corporate Branding is the best way to describe the integration of your brand materials. You will need to maintain a cohesive brand and a unified look and feel in your business. This cohesiveness is what will help make your brand noticeable and keep your customers coming back time and time again. Your customers will notice a difference when you have this uniformity. They will be able to know for certain that a product is yours based on your consistency of using the same branding logo on all your products. Another great upside is that your employees will have more pride in being a part of your business. They will feel dedication to your brand, and you will see an increase in productivity from this uniformity! Who doesn’t want more of that?
A personalized Logo, Business cards, and letterhead are just the tip of the iceberg for what is available to you for promoting your brand. A few other assets could be:
- Logo Design
- Branding Standards Document
- Business Cards
- Folder Design
- 8.5×11 or 11×17 Folded Brochure
- One Sheet Flyer
- Custom Email Template
- Custom Landing Page
When you start handing out those business cards, writing and mailing those thank you notes, passing out flyers or getting traffic flow to your website, you want to have all of these facets showing the same consistent logo so there is NO question that this is your business! Consistency of your brand is KEY! A Corporate Branding package is the best way to make sure that your business is unified when represented in all the different ways that you present your company to the world.