All About Branding

Your company’s brand is much more than just a logo. It is your company’s voice, it’s what sets you apart from your competition, it’s what you value and what potential customers can expect from your company. Your brand is a set of perceptions that companies must work to manage.

Brand awareness might seem like a vague concept, and it is in some ways. But just because it isn’t a metric that can be perfectly measured doesn’t mean that it doesn’t carry value. Brand awareness is extremely important for business success and to achieve overall marketing goals.

Having a strong brand differentiates your company from the competition, increases customer loyalty and ultimately drives sales. Brand awareness can be achieved through many different aspects of marketing including advertising campaigns, public relations, and the use of promotional products.

Advertising Campaigns

Advertising campaigns help foster strong brand recognition by building a connection with a user over time. Brand awareness is at the top of the sales funnel. Once potential customers have heard about your brand and have engaged with it, they are much more likely to take an action and buy your product or service. Brand advertising doesn’t produce immediate results like pay per click advertising but an established brand can bring in new customers to your business. Metrics to pay attention to for brand campaigns are impressions and reach. During this part of the sales funnel you should be more focused on people seeing your message instead of acting on it. Impressions measure how many people saw your ad. Similarly, reach is the number of people who saw your ad and the frequency they were exposed to it.

Public Relations

Public relations can give your brand depth and personality. At a time when audiences are demanding authenticity from brands, public relations is an effective and credible way to communicate your brand’s story. Through PR you can bring the story of your brand to life in a compelling and genuine way. From blogs and social media to traditional media outlets creating interesting contest that encourages engagement helps to establish your brand as an expert in your field. This fosters authentic trustworthy relationships with customers, the media and stakeholders and builds brand loyalty.

Promotional Products

The promotional products that your brand gives out are just as important as other elements. They are a physical, tangible representation of your brand in the real world. Before ordering promotional items it is important that you understand the recipients to get an idea of what they will genuinely like or something that they need. It is also important to develop a style throughout all of your promotional products. Use similar elements throughout your designs such as colors and textures to create a unified brand.

Are you looking to increase your brand awareness? Or are you just starting out and need help developing your brand? Dion Marketing is an award winning company with plenty of experience from responsive web design to logo design, to social voices and in-store theming components, we know how to create cohesive and creative graphics and messaging.