There’s no point in designing the perfect brand for a company that is only relevant to its current position in the market. The future direction of the brand must be taken into account, even if it feels far off.
When an organization is ready to begin the branding process, it’s important that they consider not only who they are now, but who they want to become.
It’s like the old saying goes: “Dress for the job you want.”
A startup’s culture may be fun-loving and casual at the start. However, as they gain momentum and investors, their branding may require a different look and tone.
When working with a design agency, these questions should be discussed from the start with the company’s leadership.
The most important place to start when identifying your branding is to ask yourself and your team, “What sets us apart?”
Your differences are your strengths when it comes to developing a brand.
What can you and your team deliver that no one else in your industry can? What unique perspective do you bring to the table?
Whatever the core aspect of your company is, that should be at the center of what you continue to do in the future as well. Focus on that and highlight it within your branding.
According to Nielsen’s Global New Product Innovation Survey, it’s found that nearly six-in-10 global respondents (59%) prefer to buy new products from brands familiar to them, and 21% say they purchased a new product because it was from a brand they like.
Rob Wengel, senior vice president and managing director of Nielsen Innovation in the U.S. said:
Brands can signify quality and inspire confidence. For a consumer with limited disposable income, the potential loss from an underperforming product is magnified. As a result, they’re often hesitant to take a risk on a product that might not live up to expectations. Also, they’re sometimes even willing to pay more for brands they trust.
For new products launched without the benefit of a strong brand name, extra care must be taken to provide strong assurance. The trust that the product will be perceived as a good value for the money.
Don’t try to be someone or something you’re not.
Audiences and customers hate inauthenticity and they are experts at detecting it whether on social media or in advertising.
Resist the urge to sound hip, trendy, or cool in order to “target Millennials” unless you genuinely understand the jokes, memes, or references you’re making. Nothing makes a brand sound more out of touch than trying too hard!
Creating user generated content on social media is one of the effective ways of reaching your target audience especially millenials. Each millenial spends an average of $2,000 online each year. Thus, it’s also a good opportunity to link them to your online store and product related posts on your social media pages.
The branding agency you work with should be asking you questions about where you see yourself in the future. If not, you may want to consider working with someone else.
If you plan for the future, you’ll save money down the road by not needing to rebrand as often or as drastically.
By maintaining a consistent look and sound over the lifespan of your organization, you’ll ensure that your customers continue to recognize you.
This rewards their brand loyalty and reassures them that while you may be growing, you’re still the same brand they’ve come to know and love.