With over 20 years experience in marketing, C.A.S has worked with many leading names in the disability, healthcare and lifestyle sectors, so we thought why not ask the C.A.S team for some advice on the importance of branding? C.A.S has supplied us with 5 easy steps to creating a brand, something more than just a logo, which can help you trade ahead of your competitors in difficult times and increase your profits.
Most of the time businesses start thinking about marketing and brands when they experience change; it might be planned change as the company grows and develops or change in response to external factors, but it’s change none the less.
This is the time when a business has to look at itself and ask where are we now, where do we want to be and what help do we need to get there.
Creating a brand is the first step, but what is a brand and how do you create one?
Briefly, a brand represents the emotional and psychological relationship that an organisation has with its customers; strong brands evoke emotion through colour, style, language and tone of voice. For example, how do you feel when you think about Aga cookers or Audi cars? Every reaction you have has been carefully orchestrated so that you, the consumer, buys into the brand and chooses to buy those products in preference to those of its competitors.
According to the Design Council, “Businesses need to invest in growth, research and development during a recession; those that do not are 2.5 times more likely to fail than those who do”.
Creating a brand can be a very time consuming task for a growing business which is why many employ an agency to do so on their behalf. Whether you are a small or large company, a successful brand is what will set you apart from your competitors and is something worth investing in. It’s more than a logo, it’s a whole experience that embraces everything from the look and feel of brochures, advertisements, showrooms and a website to the buying process, after-sales service and professionalism of your staff.
C.A.S Marketing has devised five easy steps to get you thinking about your brand, what you can do to set yourself apart from your competitors and ultimately generate higher turnover and increased profits.
Step 1 – Establish your values, your vision and your mission
Think about your company; who are you, what do you aspire to be, how do you see yourself getting there? What words would you use to describe your business?
Step 2 – Define your target market
Who are your customers, what are their needs, where are they based?
Step 3 – Analyse your values
What do they mean, what colours would you use to represent them. For example, purple is perceived to be regal, high quality and to portray wealth.
Step 4 – Discover a unique selling point (USP)
Review your competitors; what do they all have in common and what do you think is missing? Create a USP that sets your business apart.
Step 5 – Create your brand
Relate your values back to your colours; think about the typeface and font size. Create your logo, keep it consistent and use it at every customer touch point such as letterheads, websites, in-store point of sale, advertisements and business cards. This is where a specialist consultancy comes into its own.
In summary, branding is all about making sure that your people will create a positive experience, backing them up with quality processes and technology, and then measuring the results – remembering that whatever gets measured will be improved next time. It is easy to understand that this kind of seamless experience with your brand will produce good results, but it’s the market, not the company, that ultimately decides what constitutes a seamless experience.
About C.A.S Marketing
C.A.S Marketing Communications has been providing bespoke marketing campaigns since 1992. The company offers a range of services in areas such as marketing, public relations, advertising, design, media planning and buying and web design.
If you feel your business could benefit from working with the team at C.A.S call them on 01844 355477 / 01491 578888 or email email@example.com