Major Reasons: Why A Small Business Requires Brand Identity Designs?
In today’s fast-paced world, branding is almost everything as it makes a brand or company valuable in front of competitors and customers. To keep pace with the modern business era, developing a strong brand identity for a small business is extremely a significant factor.
There are two sides of a coin in context of brand identity design. In the first side, you can impress the customers by composing a powerful identity design. Secondly, if you don’t succeed in creating an influential design, it might result in less customer interactions and conversions.
For big brands, it is not a big concern as these already gained strong positions in the market and only working for making
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No matter, what medium you have chosen for advertising your brand, it should be prolifically carried out and should target brand logo or identity. If your focus is not broad for branding, your business may not expand to the markets. Besides, if you concentrate on your demographics and brand designing from the advertising point of view, your brand will definitely leave an influential impact on customers.
Creates differentiation
This is a proven truth that brand identity helps in differentiating your business from a variety of competitive brands. It’s good if you put efforts in creating a unique and creative brand design which impress buyers and stands out of the crowd. If someone is looking for your brand, by identifying your design he/she could easily reach you. It is the best reason which describes the importance and increasing demand for brand identity design among small businesses.
Improves business’s financial
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Suppose, you bought new shoes or bag and you love that the most. Would it be possible for you to recommend the products to your friends if you don’t know the brand? The powerful concept of building a robust brand is to impress customers with its firm image. If a company serves its customers with the best possible products, then definitely it will earn a large number of referrals for its business.
Inspires Employees
Today’s professionals or you can employees want more than just work. Actually, they want an environment where they can contribute straightforwardly to the company. If you create a loyal brand image among the customers and portray your next mission in front of employees they dedicatedly work to achieve more than you have planned. By doing so, your brand will be able to get uncountable quality customers who shop around your brand.
Ending Notes:
A good brand identity design work as a catalyst for other referral businesses. In general, a robust brand design helps business to earn a long chain of quality prospects which get extends along with the popularity and loyalty of your business. If you want that customers follow and admire your brand, building a tangible identity powered by exclusive designs is the first step to
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Many people think that personal branding is meant for celebrities, yet each and every one of us is a brand in his/her own personal right. It is through personal branding, that we successfully market ourselves to others. As a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like they do.
While people have differing opinions on what the relationship between packaging and brand identity is, it is clear that most support the idea that success depends on how well these two elements are collated. [1] On its own, a brand identity is the vessel in which a brand communicates its “identity and value[s] to consumers and […] stakeholders.” [5] (Nandan, S., 2005, p. 265) It plays a central role in a successful marketing strategy for any company, providing a brand with a “direction, purpose and meaning”. [2] (Aaker, D. A., 2010, p. 68) With such a competitive and overcrowded market, the role of a brand identity becomes essential. A brand identity helps communicate a brand’s individuality, enabling it to establish a powerful presence amongst competitors. [5] (Nandan, S., 2005, p. 265) In fact, Nandan, S. (2005, p. 276) states that,
Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that is being adopted by many organizations in order to build strong brands that can compete with the other ones in the market. The model outlines the four steps that should be followed in building a strong brand. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand.
Keller (1998) is the first author who points out how to build a strong brand by SMEs, such as build one or two strong brands, focus marketing program on brand associations to serve brand equity, and use brand elements to support brand awareness and brand image. However, Krake (2005) disagrees two guidelines that Keller said, they are designing push and pull system to attract attention and broadening brand associations as much as possible. Keller’s guidelines are easy to understand by SME, but the activities scope is too big for SME. For example, design push and pull system. Most of SMEs’ aims are directed to the sales and profits.
Kaplanidou and Vogt (2003) define destination brand about “how consumers perceive the destination in their minds”. The basic or core element of this model is to define and build Brand Identity. This is how the strategists or the Brand developers want the brand (Destination) to be perceived by the consumers (i.e. tourists). According to Kaplanidou and Vogt, brand identity should be developed capable to establish a relationship between the brand and the customer by generating value proposition. Further, five bases are defined in the model to manage Brand Identity, namely, brand image, brand personality, brand essence (soul), brand character and brand culture. So, to develop or build a Destination Brand the assigned organization must direct its efforts towards building Brand Identity through carefully managing the aforesaid five components.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Our brand’s position present an early gatekeeper in the prospect’s journey to purchase and to brand advocacy. There are some steps in branding which we need to consider: first we need to gain prospect’s attention (i.e. “Coca-Cola?”), and communicate our category (i.e. “The manufacturer of beverages”) and the last obstacle represent capturing their interest with an attribute which must be different and relevant also (“Coca-Cola…pure drink of natural flavors”). Brand is really important, so missed opportunity to position the brand can have huge effects and also can send strongest products into obscurity. For example let’s consider Segway, Apple’s Newton or almost any of Google’s products that stray from their core search and information retrieval competence (e.g. Google Video, Buzz, Wave, Answers, etc …). All of these brands have great enter in the market with great products and extraordinary awareness advantage but they are also failed in gaining’s consumers interest. The main reason for failure is that they lacked a valid strategy to position them in consumer’s minds. There are some tips below that can help us to avoid common pitfalls and also to help us to craft the type of position for our brand that confers a strong competitive
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
At the point when huge organizations work under numerous distinctive brands, administrations and organizations, a brand portfolio is utilized to incorporate every one of these substances under one umbrella. Regularly, each of these brands has its own different trademarks and works as an individual business element. In any case, for advertising purposes, a brand portfolio is utilized to assemble them all together. Brand portfolios are additionally used to decrease purchaser disarray with respect to who possesses specific brands. Brand portfolio is by and large made on the grounds that each brand has certain limit past which it can't satisfy every one of the necessities of various market segments. The preferred standpoint of brand portfolio is the administration can keep beware of the considerable number of brands all in all and edge the approaches with a more extensive viewpoint. Likewise, the assets can be apportioned to the needs of brand.
When the competition gets fierce, it exists at all levels. To companies in the service sector especially the BFSI sector, it is becoming increasingly evident that the one basic ingredient for success is: People, both external as well as internal. External People vis-à-vis your customers are the ones who keep you in business; hence it is seen that the increased emphasis on customer satisfaction and high level of customer service is helping companies differentiate their products. Internal People vis-à-vis your employees are the ones who run your business for you, hence the increasing emphasis on hiring and retention of the right talent. Employer branding is the process of not only attracting talent as employees but also impacting your
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.