Think about your favorite brand, is there a story behind it? What do they want to do for you? How does that brand make you feel? These are all questions we like to ask so that you can begin to see the picture as a whole when you are setting sail in the small-business world. By taking time to figure out who your target audience is, what they need, how you can provide that to them, and what story you will tell is essential and gives your audience a promise that they will have distinct, memorable experience with your business.
The term “brand” has become one of those words that has almost propelled itself into the hallowed halls of business jargon due to its ubiquity and, frankly, overuse. before defining exactly what a “brand” is, it might be easier to start with what a brand isn’t.
X Your logo
X Your tagline
X Your product
X Your service
All of these things are expressions of your brand – but they are not your brand. Here’s the simplest way we here at Eyler Creative define brand:
Branding is about the promise of a distinct, memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes into contact with your business, whether it’s the way your website looks and functions, your customer service process, the presentation of your office and – importantly – how you perform your services and the experience your customers have while interacting with your business.
The first step involves our team really getting to know your business, your industry, your competition and your customers. This involves meeting with you, conducting some market research, and really drilling down to the core of how you want customers (and potential customers) to view and think about your business.
Once the discovery is complete, our team will develop a brand strategy unique to your business. We’ll present what we feel the promise is that you need to communicate and suggest ways for how it can be expressed throughout your business operations.
Your brand is the perceived image as a whole. Brand creation is the step where we create the story (or “personality”) of your company. How you came to be, why you want to share these products or services, and what they will do for your target audience. Through market research we will identify what speaks to your target audience and then we will create your brand so that it is rich and engaging.
Once we’ve helped you developed your brand strategy and you’ve approved this direction, our designers will move into interpreting your brand characteristics in a more visual way. A standard package includes:
When we’ve completed the branding process, your business will be ready to launch its new brand to the world. A consistent look and feel for all of your marketing material will help you maintain your brand, communicate your message, and attract new clients.