New business owners often get stumped when prospective clients and new business acquaintances ask them about their brand. It’s not for a lack of a unified idea about who or what they are as a company. Rather, it is their difficulty in expressing and painting a clear picture of their brand.
A brand is critical to any business venture, whether big or small, old or new, because it is essentially the lasting impression you leave on your target market. Your brand is what’s going to embody your product or service’s profile in the customer’s mind.
If you were to put your proverbial “best foot forward” in a group of people you have just met, socially or professionally, your brand is that best foot, the one that makes the initial impression. In the case of branding, however, a little more science must be applied than simply putting on your best face. The science of branding is best left to the experts, experienced ad agencies in Miami who know how to convey your message clearly through content, design, timing, and keen aim on your target.
Define Your Brand Identity
The first step to creating a brand is forming an idea of who you are and who you want to be in the public’s eye. Ideally, you’re supposed to find the middle ground for these two components because who you are pertains to your status quo, but who you want to be points to your aspirations. By finding the middle ground for your brand identity, you are essentially leaving enough room for the dynamic growth of your brand.
Too often, most companies mistake branding to be something steadfast, static and final, supposedly resulting in a stronger and a firmer impression or imprint on the target market. The fault in this concept, however, lies in its flexibility or agility. It is unable to adapt to a highly dynamic, sometimes flimsy state of the market. Settling for a resolute brand leaves no room for adjustment, leaving the company no choice but to create a total rebranding in the future, which will be costly and time consuming.
Invest in Online Avenues
With practically everyone online nowadays, this is one platform you simply cannot avoid to miss. It’s a great modern branding tool because your target market is so easily accessible. It hosts a high level of interactivity, which makes it easier for you to woo your audience with calls to action.
It’s also very shareable, which can make entire campaigns a virtual success simply by sharing web content. In terms of boosting your presence and allowing your audience to know who you are, the online front is as good or better than any other form of brand development.
Whatever shape or form your branding may assume down the road, the most crucial factor will be how consistently you deliver your messages. You don’t want to confuse your target market too much because this can definitely lose their interest. Your brand’s versatility and flexibility should not be confused with a lack of consistency.
To achieve the right mix and balance, obtain professional help from ad agencies in Miami, such as Kubrick Advertising. The media experts will know how to build an effective brand for your company that stands the test of time while staying in step with the shifting sands of an increasingly digital world.
9 Tips for Creating an Awesome Brand. Entrepreneur.
5 Must-Read Tips for Building a Brand. Forbes.