You’ve come up with a great product or a unique service and now want to package it before presenting it to your target market. Branding will help you create a distinctive image and voice that will help set apart your products from those of the competition in the eyes of potential customers. There are a variety of ways through which you can achieve branding that will enhance your appeal to prospective buyers.
You may have heard the catchphrase “less is more.” You may have seen its application in the logos and websites of some of the world’s renowned businesses. Think of Nike’s simple swoosh or the overlapping red and orange circles synonymous with Mastercard. These simple symbols stick readily in one’s mind with fewer elements to focus on, especially when paired with equally simple slogans like “just do it.”
The minimalist design ethos can make your website more appealing to visitors. A site that welcomes visitors with a plain black or gray background and a few letters in large font in a contrasting color is more appealing than one that attacks your senses with multicolored media. Note that being minimalist doesn’t translate to being dull; you can keep it simple while still exciting the eye. The beauty of placing information against a plain background with clear lines and a simple color scheme is the reader can focus more on it and find what they need faster.
If you want your branding to appeal to the free-thinking, creative types, you’re better off using artistic imagery. An artsy logo will also serve you well if you’re in the creative field yourself. A hand-drawn logo will broaden a graphic designer’s appeal to potential customers than the dry capitalized letters favored by law firms and auditors.
You can play around with creative branding elements to achieve the effect that will appeal most to your market niche. Incorporating 18th-century calligraphy and Roman numbers offer classic appeal to branding. Slapped on a bottle of whisky, it may prove attractive to successful executives in their 50s or 60s. Playful anime album cover art may enhance a musician’s appeal to teenagers or those in their early 20s.
Many elements go into creating a brand that will resonate with your business’s target market. If you have no marketing background, you may have to engage in extensive trial and error before you hit on a branding formula that works, even if you consider yourself a graphic design guru. There is much more to branding than designing a cute logo or an expensive website.
Bringing on board professionals in this field will help you cut down the time it takes to develop a branding concept that will captivate the masses. Instead of reinventing the wheel, you will have people experienced in branding applying concepts they’ve seen working for others in the same line of business.
Besides helping you develop a brand that looks good, they will help you apply it consistently across the various platforms where your target audience will interact with it. Branding agencies in New York can help you conceive a professional-looking brand to appeal to your audience. The best part is that it will probably cost you less than just using trial and error.
If you want to set yourself apart from the competition, you may consider going for bold branding. Go for striking brand colors, a captivating logo, or a snappy, out-of-the-box tagline. However, even as you stretch the boundaries of your imagination, remember your aim is not simply to wow, but to connect with your target audience.
Before you go all-out on that deep red symbol or those super-size fonts, it’s wise first to find out how your audience is likely to react to them. This is why it’s advised to conduct market research to get an idea of the likes and dislikes of the people consuming your branding. With freely available online tools such as Google Forms, gathering information from your target market should be easy and inexpensive.
One clever way to work your brand into the hearts and minds of the older generation is by using it to evoke cherished memories. From time to time, we want to relive the precious moments when we danced to our favorite songs, received a longed-for pair of sneakers, or enjoyed a family outing. With nostalgia marketing, you try to brand yourself in a way that allows your target market to rekindle those fond memories. This tactic has proven particularly effective when tapping into the millennial demographic.
Make Your Customer the Hub
The fact that a particular marketing style works for one enterprise doesn’t mean it will automatically work for you. What will determine the form of branding that will be most effective for you will be your customers. Do your homework and discover their likes and dislikes before rolling out your branding.