Brand Identity & Development
Brand identity design is a key component of your marketing campaign
Success in a competitive market depends upon a well-planned and effective brand strategy. When it comes down to it, brand strategy is business strategy. If your brand is crafted tactically and implemented consistently, it differentiates your market positioning to create a sustainable competitive advantage.
That does not mean there is not a bit of magic to it. A strong brand is alchemy, combining marketing smarts with emotion and feeling. It transforms a commodity of near-similar features and benefits into a differentiated product of demand and desire. Ultimately, it is intangible and it is those intangibles that are the most powerful differentiators. After all, how do you copy intangible?
At JN2T Studio, we help companies build brands to establish market leadership, create loyalty among customers, deliver a higher price against me-too competition, and produce a long-term asset through sustainable competitive advantage.
A quality brand will build your professional image and increase your market profile. Brand development is a critical long-term investment as it aids your target customer in easily identifying who you are and what you do. It also makes it easier for them to promote you organically in person or via the web.
A Brand Is Not A Logo
While many small to medium businesses think brand development is creating a great logo then displaying it in as many places as they can afford, creating a successful brand is actually much more.
Although it is important to have a great logo – after all, it visually defines who you are and provides a symbol for recognition of your brand; it is simply one component of brand development. A brand is also not a tagline, mission statement, colour or typeface. Surprising to most small business owners it is not their product of service either.
So What Is A Brand Development?
According to the American Marketing Association, a brand is a “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers”.
So from the way and where of how your product displayed, or your service is communicated to the public, to how you answer your phone or sign your emails, your brand development is defined by both the big and the small. Your brand is the sum total of all your moving parts.
Successful brand development is defined by the customer’s positive experience. It’s how customers and potential customers feel when they buy your product or service and what they think about when they hear your name or see your logo.
How Does Brand Development Help My Company?
A strong brand influences its target audience and engages those who may not have been targeted at all. A successful brand is self-promoting, stimulating a unique experience, breathing loyalty, and offering consistency in the quality of the service it offers.
In previous decades, a brand and its development was tightly controlled (and controllable) by the company. They chose what events were promoted to the media, how advertising was delivered, and what could be done with their logo. This rigid delivery system has been upended. In today’s world, customers have been empowered with tools never before seen. The internet allows anyone to download your logo and make any variation they choose. Your ads will be dissected and discussed by thousands or millions of people and praise or criticism can flow at will. Public and private events can be shared with the world instantly, as AOL experienced.
Ultimately it comes down to what they say you are – not what you say you are. And, remember, if you don’t brand yourself, someone else will, and the outcome might not be in your favour.
We Can Help You Define Your Company’s Brand
We have experience launching new brands and revitalising brands with history. Our team will work with you toward the goal of brand development by utilising a multi-tool approach including research, media, design, and event management. We help define who you are, what you offer, and how to project those core ideas to your target audience.
