Branding has moved on from simply being the logo, colour scheme and tag line associated with a company or product. These days, consumers want to see that brands actually practice what they preach, which means that ethos, leadership and personality all play starring roles. It's not enough for a business just to have a pretty wrapper. People want to know that what's on the inside is just as good. That trust between business and consumer takes time, which is where brand building comes in: you build a strong brand by consistently showing your market who you are, what you stand for, and how you're going to help them.
We use your drive and inspiration as the company leader as the starting point, the foundation from which to build the brand. Though building a brand slowly from the inside takes a while, it's a long game worth playing. Here's why.
It builds an engaged community
You have a finite amount of a customer's precious time to communicate your personality and mission before they move on. Strong branding helps you do this quickly and with feeling. Think of branding as the ambience in a restaurant: it doesn't change the food, but it does affect the experience of it, and that's what brings people back. Research shows it's between 5 and 25 times cheaper to retain a customer than to acquire a new one. Far better to have a smaller group of fanatical fans that align with your personality and mission than a large group of passive followers.
It helps you stand out
Building a strong brand might be polarising, but that's a good thing. If you're unique, you'll be heard above the noise of your market. It might mean not everyone loves you, but it does mean the right people will. The likelihood of selling to an existing customer is 60 to 70 percent; to a new one, as low as 5 percent. Standing out helps you foster loyalty and gives you the best chance of getting noticed by new customers too.
It helps the business survive, even in difficulty
An executive at Coca-Cola once said that if the company lost all of its production-related assets in a disaster, it would survive, but if all consumers suddenly forgot everything related to Coca-Cola, it would go out of business. People, whether you're employing them or selling to them, care more about what a business stands for than what it's selling. And what a business stands for is communicated by its leader, through consistent brand building. That's what we help you to do. Personality-led design by people, for people.
