So you’ve got a really great product but you find yourself in a saturated market with too many competing companies to name. That je ne sais quoi you’re desperately needing is branding and design, and the benefits of branding and design speak for themselves. Here’s how to take your company to the next level and increase revenues in the process.
What Branding Is
Branding for a company goes beyond a beautiful logo, which is just one component of branding. Here’s what branding consists of:
Visual identity: Your visual identity is what your brand looks like. This includes your typography, color palette, illustration style, photography, style, and logo.
Tone of Voice: This is what your brand sounds like, encompassing your messaging and expressing your personality across assets.
Experiences: This is how the audience feels about your brand through various interactions. Think both digital and in-person experiences like discussions that take place online, or what the consumer might experience as they walk through your retail store.
What Branding and Design Does for Your Company
Consider branding and design a way to put you in the driver’s seat in every aspect of communication about your business. By investing in branding and design, you’re organizing your company around a central story and communicating it consistently to consumers, as well as your own team. Here’s how branding for a company can make up the backbone of your company.
Develops Intentional and Consistent Messaging: Branding involves developing brand messaging that is purposeful and true to your business. With every asset you put out, having clear messaging ensures your story is told with a consistent tone and voice.
Communicates within Your Team: When communicating with each other and to consumers, clear branding ensures a united front. Being aligned on common company values not only helps team projects run smoother, but it also rallies the team around a common purpose (which is even more important for large teams).
Communicates with Your Audience: One of the benefits of branding is that it takes the consumer’s guesswork out of trying to understand a brand story. Branding puts you in control of how consumers feel about your brand.
Displays Your Branding Visually: The design then takes your well-developed story and converts it into a visual representation of your brand identity. If done well, the design should mirror and elevate your values, story, experiences, and messaging visually.
How Branding and Design Drive Profit
Branding for a company has a lot of benefits. But how does it help increase revenue and grow your company in the long run? Here are some of the ways that branding and design can positively affect your profit.
Differentiates Your Company: In the age of digital advertising and saturated markets, stellar branding and design is key to getting recognized. This is especially relevant in B2C companies, where consumers have more opportunities to directly compare your products with other similar ones.
Creates a Sense of Community: Coherent branding results in coherent assets, which results in delivering consistent messaging to the consumers. By doing this you create a community who understands and identifies with your brand, which builds loyal customers.
Builds Credibility: This is one of the benefits of branding that is crucial for newer companies. A younger company with fewer years under its belt profits from having a unique brand that people notice. Building credibility is also extremely important for the tech and health industries, where consumers are asked to trust companies with sensitive information.
Keeps Your Brand Fresh: This is especially relevant for older companies. Even if you’ve perfected your tried-and-true products, branding keeps your brand from going stale.
Over time, great branding and design can lead to:
Boosting affinity and loyalty
Increasing demand from existing and new customers
Humanizing your brand
Increasing sustainability
Creating Deliverables Without Branding Work
Working on brand strategy is like building an even foundation for the beautiful house that is your company. Each part of the foundation is an invaluable part of the creative process that cannot be rushed. A shaky foundation will result in:
Wasting resources on figuring out the look and feel of each individual asset rather than working from a common tone guide.
Unclear guidelines for many members of your team
A disjointed and confusing message
Lack of confidence in creating intentional design and copy
Creating less than satisfactory deliverables
The Difference Maker
Branding and design is essential work that helps lift up the business you’ve worked so hard to perfect. It is giving your brand a personality and building the relationship you want to build with your consumers. When you put in the work to build a brand identity, it will save you time and money in the long run and manifest into measurable growth.
Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.