Branding distinguishes your company, product or service from competitors. In today’s competitive market, small business and Fortune 500 companies often undergo a branding campaign to create a one of a kind brand that will resonate with customers and ultimately inspire them to choose your product or service.
Allen Marketing Communications, Inc., a boutique NYC travel and lifestyle public relations agency, undertakes a holistic approach to develop a company’s brand DNA from the new logos and taglines to brand guidelines, to the brand vision and to recommendations on how employees should conduct business on your company’s behalf.
Here are tips for developing an effective brand strategy.
Research – Our talented team of brand marketing specialists work closely with an independent market research company to conduct competitive analysis, quantitative and qualitative research.
Our quantitative research initiatives range from surveys and polls to one on one interview to gather invaluable insights about perceptions about our clients’ business and our clients’ competitors.
These research findings serve the foundation for developing our branding campaign.
Our qualitative research activities range from targeted surveys to focus groups in priority market(s) to ensure the new visual identity, slogans and taglines resonates with our clients’ potential customers.
Stand Apart From the Crowd – Develop a tagline to create an emotional connection with your audience and to engage the brand. Test the tagline with potential audience to ensure the messages are creating the desired effect for your product or service. Enlist support from a graphic designer to create a one-of-a-kind visual identity to create a memorable impression and to set your client apart from its competitors.
Copyright and Trademark – It is important to work with an intellectual property law firm to copyright and to trademark logos, slogans and taglines so clients own full rights for these creative works.
Brand Position – It is vital to develop unique attributes to differentiate your company, product, service from competitors. It is important to maintain an open line of communication with clients, secure feedback and adjust the creatives.
Brand Guidelines – It is important to have a toolkit to ensure graphic designers, web developers, and marketers communicate the same message, have a uniformed look in all forms of communications. The style guide should include everything from the color palette, font, and editorial guidelines to ensure consistency with the brand.
Create Your Company Culture – The new brand DNA will transcend to your company culture. All new employees should receive the brand guidelines during the orientation session.
A strong brand could be extremely helpful in creating positive and lasting reputation in overall. Everyone prefers to work with those who are people oriented or driven and actually show their concern for customers. Try to be one of those companies embodying people first attitude in everything that you and your employees do.
Our boutique NYC travel and lifestyle public relations agency is here to help. Give us a call.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.