You may hear the word branding tossed around quite often in the professional world. It is kind of a buzz word that refers to a company’s reputation and image. Businesses and more specifically marketing professionals talk about branding all the time. However, there’s still many people who might not be clear as to what branding really is.
Not The Same As Marketing
There are some people who believe that marketing and branding are one in the same. However, comprehending the difference could help you use both tactics to help your business grow. To make it simple, think of the difference in this way: marketing is what you do to promote your company, and branding is who you are as a company. So, stated another way, branding is really more about the overall vision and business strategy for your company’s reputation. It can be thought of as the driver for all marketing tactics that you deploy. Branding is very strategic in nature, while marketing is much more tactical. These two channels can and should work hand in hand, as any successful marketer needs a strategy and vision off which to base his execution.
Setting The Tone
When you have branded your company, and established a tone of voice, the key will be to communicate that tone in your marketing materials and messaging. What do you want to sound like to your audience? How do you want them to feel when consuming your messaging? It is critical that your marketing is consistent with the tone and voice that you have established in branding.
The Color Palette
Many companies set a color palette and graphical standards when they set their brand, but make the mistake of not consistently executing them in their marketing and advertising. There is perhaps nothing worse than a company that is inconsistent with its identity, as it can cause much confusion for consumers. As you are vigilant in maintaining standards across your various executions, you will build brand loyalty amongst your target audience.
The Logo
Companies need an iconic mark that will resonate with customers. A logo should communicate the key messages you want your audience to understand. It should use your established color palette as well. A great logo can stand the test of time and be a real asset to your company. The key in marketing is to establish standards around your logo’s use. Be sure to adhere to guidelines that keep your logo used properly in terms of aspect ratio and color. The last thing you want to create is confusion amongst your audience with your logo. If there is anything that should be consistent, it is your logo. This way, people will know what to look for and can identify your company at a quick glance.
At AlphaGraphics, we offer a wide range of both design and printing services in Newbury Parkfor your company. We can assist you with your branding efforts as well as printing of any marketing materials you may need. Stop by or call us today!
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