Brand presence is a company’s ability to maintain communication with customers and communicate the language of its values with elements that identify it. This is its face, its voice, the language of communication with clients. The level of image and trust of customers and partners depends on how developed the brand is. Therefore, before creating a brand, it is important to work it out in detail so that the tone of voice, graphic elements, slogans and appeals perfectly position the company in the market. The better all the components of the brand are worked out, the more recognizable it will become in the market. And if there is a need to make any changes to the brand, they should be well-grounded and justified.
The main advantages of brand permanence:
- The advantageous difference in the market. It’s easier for customers to identify a company, and for companies to communicate with their audience.
- Growth trend. If the brand maintains its consistency and constancy for a long time, then through the prism of public recognition, it gains authority.
- Authority. If the brand does not change for a long time, then most users will associate a certain product or service with it. Becoming a cult brand is the professional dream of every company.
- The face of quality. If the company delivers a competitive and high-quality product, then people will get used to finding reliable goods or services under this brand.
How to create a permanent brand?
A recognizable brand is cool and solid, but the path to it is long and difficult. How to create a brand that will be remembered, will be associated with your values, and will help promote the company’s services in the market? A whole team of professionals is working on it, analyzing a lot of data, information, activities, and prospects of the company. The main stages of brand creation, the observance of which affects its consistency and permanence:
- The meaning of the brand.
First, the company itself must invest primary importance in its brand kit. Its value should become the starting point of implementation and correspond to the company’s values. - The main idea.
The tone, language, and appeals should consistently popularize one idea and work to create a dialogue with the audience. - Conceptualization of the idea.
Full development, construction, and implementation of the idea in the brand.
A competently created brand not only interests the audience but also inspires trust and encourages them to return for the product or service again. Most companies claim that it is easier to retain customers than to win their loyalty. And a good brand helps in this. After all, a person decides to make a purchase more often on an emotional level, less often for practical reasons. And the brand plays a key role in this case. To achieve this, many businesses turn to the expertise of a trusted NYC branding agency for creating and nurturing their brand identity.
If the brand is fickle
We learned how the permanence of the brand affects the activities of the company and its audience. But what happens if the brand is unstable? Let’s consider the most frequent situations that usually hurt the company’s activity and development:
- The target audience stops recognizing you. Even if you have had one brand for many years that built your reputation and authority and decided to update it, you should do it very carefully. Otherwise, you are forcing your customers to do the extra work of identifying you among others. Over time, they will get tired of doing this, even if you offer a very high-quality product.
- Changing tone or language confuses customers. If your audience is used to loyal language and simple language, then the official business tone will simply push you away. Especially if it is not compatible with the products you sell.
- Brandbook has too many options. Many companies have short logos, and full brand names, which they use alternately on different social networks and platforms. If they don’t have a subtle common touch, it will be confusing for customers to use multiple variations of your brand.
How to Determine if Your Brand Matches the Values of the Company?
To analyze whether your brand works for the development of the company, it is necessary to match it with the main activity. You can do this by answering the following questions for yourself:
- Do the tone, language, and slogans of your brand match your business? Is there an element that is outdated and should be replaced for better performance?
- Are all the assets that use your brand working for the good of the company?
- Do you adhere to all stated standards in creating your brand?
- Are all your product lines included in the brand?
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Recommendations for Creating and Applying Professional Branding
For your branding to be memorable, to be your true face and voice, create it taking into account all the recommendations for the use of elements:
- Visual standards are important (colors, tones, fonts, visual elements (like infographics) – all this affects the creation of a complete picture).
- Combine visuals. Remember that uncertainty is a sign of indecision. Therefore, work on the brand in such a way that the solidity, strength, and perspective of your company are felt.
- Create a single recommendation for corporate style and branding, even for display ads and banner creation. Even when market changes occur, every employee of the company will have access to this information. Be sure to note the core values of the brand and elements that can be changed over time.
- Evolution of the brand. As the market changes, the brand will evolve. However, the core values of the brand should not change.
Remember that consistency is the most important thing. First – in the creation of the brand itself, each of its elements, then – in its implementation on the market, and later – in its renewal and evolution. Consistency works for a company if the brand aligns with the business goals. Brand changes are possible, and can even be positive if justified. People may welcome their favorite renewed brand, but only if they recognize it as their trusted partner.
Consistency is the cornerstone of both successful branding and impactful business education. Just as a brand’s elements must align to convey a unified message, the finest online business courses echo this principle.
