Branding builds a solid foundation to align your marketing.
ART is not a foundation! Balancing art by
Bill Dan.
In reality, your “brand” is the offhand impression your target customers have about your business - too many details and your brand is confusing.
The branding process in marketing is simply an attempt to influence that perception by aligning ALL your marketing communications to reflect how you want to be perceived by your target customers. To do that, you must first get clear on what you want your brand to be - your brand identity.
Brand identity is the essential foundation for all your marketing efforts.
Like a foundation, the work you put into your brand identity must be substantial enough to support your current business structure. However you don't need a skyscraper foundation for a one-story house. Brand identity is one of those areas that small businesses either over-analyze or ignore completely.
Memory Hooks
For most small businesses the physical expression of their brand revolves around their logo. But your logo is not your brand, it is merely a memory hook to help identify your brand from others.
The essence of your brand is who you are and what you offer. When that is clear, your messaging, style, and memory hooks flow naturally and enable top of mind awareness. Memory hooks can include logos, jingle, slogan, animation, location, interior decor, color palette, or mascot. Even scent can be a memory hook -- just ask Mrs. Fields.
Branding Process
At the core of branding is recognizing who you are, what you offer, and what makes you different from others. We offer a practical streamlined branding process that identifies that core and finds opportunities to add memorable hooks into the branding message.
We then assist you in aligning your messaging and memory hooks to consistently convey this to your customers.
Free no-obligation consultation
on how to adopt an integrated
marketing communication strategy
plan could work for your business.
email info@ludlowmedia.com or
contact us at (415) 927-1300.