Helping brands achieve their potential
Brands are like iconic landmarks: the more unique and recognisable they are, the more they capture people’s imagination. But being a brand goes beyond a logo, video or website – true branding ensures a business commands loyalty, reliance and respect for all it has to offer.
The problem is that today’s marketplace is competitive. Consumers know what they want and, if they’re not sure what they want, they’ll seek out the answer. It’s important that your brand interacts with your audience to forge an honest and worthwhile relationship – not always easy when online reviews, customer advocacy and social media engagement are commonplace. A brand needs to be clear and consistent to stand the test of time, so getting it right ensures the rewards are reaped for the lifetime of your business.
What’s the difference between your business and your brand?
We believe that branding is the foundation upon which your business should be built. Once the basics are in place – knowing your offer, who your customers are, what makes you different, and what your plans are for the future – it’s easier to define where to spend your efforts and budget on activities like marketing and product development. When left unchecked, a business’s identity starts to take on a life of it’s own based on the experiences – good and bad – of its customers. By taking ownership of your brand right from the start, you ensure your business has an identity on which you can solve problems, build reputation and establish value – even if your product or service offer isn’t entirely unique.
Here’s an example: three businesses on the same street might offer the same service, but only one of them has a clear brand – from the logo on its sign to the interior of its premises and the consistency of its message between brochures, letters and social media posts. This is a brand, and this is what customers remember about the business.
How is branding different from marketing?
Put simply: branding is the very identity of your business, whilst marketing is the process of attracting and converting new customers. Marketing campaigns often result in short-term rewards, because no amount of beautifully-designed marketing materials can retain customers if they don’t trust your brand in the first place. A strong brand speaks to people before they even become a customer, increasing the likelihood of them not only choosing your business over your competitors, but electing to come back again in the future.
Are you a growing business in need of a brand or rebrand to help tell your story to the right audience?
At Think! Associates, we work with growing businesses to build new brands and optimise outdated ones. Whether you’re thinking about your brand for the first time or rethinking it for the fourth time, we’ll use data-backed research to craft sharp messaging and timeless design, bringing your brand to life.
If you’re thinking about branding and where your business is heading, we’re ready to think with you.