Published by Designzillas on July 29, 2013
We all know those companies whose logos are so familiar that they don’t necessarily have to even say the name of the company on them for us to know exactly who they are and what we can expect from them. Companies with successful branding — those who know who they are and who their clients are — experience successful business. At Designzillas, we have worked to define and create some successful company brands including Doran Real Estate and Adventure Solutions. Each of these companies have unique personalities, values and goals and we made sure that their brands successfully reflect who they are.
The big companies that we recognize immediately are big because they know who they are and who their audience is. There are thousands of companies out there that do exactly what you do — how can you set yourself apart? The key is to understand your company’s identity inside out. Now, this comes with some ongoing research on your part, but the payoff is well worth it. Use some of these tips and tricks, and watch your business rise in the charts!
KNOW YOUR AUDIENCE
Part of why the big companies we recognize so easily are successful is because they know who is buying their products. They have a digital strategy. They understand their demographics (and yes, there might be multiple of them); they’ve done the research, asked the questions, tested the products/ads/websites, etc… They know what their clients expect and have expected in the past, which allows them to continue to churn out products and services that are ripped from the shelves the moment they are released. It is your job to do this research as well. Google Analytics is your friend. See who is looking at your website, what they are most interested in and what is losing their attention. Where are they coming from? What motivates them? What scares them away? Interact with them on your social media websites! What better way to find information than to ask them directly? If you know what the people you are selling your product/service to want, you can better cater to their needs.
KEEP A CONSISTENT STYLE
This also has to do with knowing your audience — if you are an insurance company, you probably don’t want your website to be too hip and overly extravagant; your clientele may be turned off by this style and branding. On the other hand, if you are an e-commerce site selling shoes and accessories to young girls, a more sophisticated styling and tone might confuse and turn off your clients.
If you know your clients and know your brand, it is important to keep this styling and tone consistent. If you have a fun and quirky way of writing content, keep it that way across all mediums! Your audience will begin to expect that of you and recognize something as an “Insert Your Brand Name Here” product or service. Along with tone, keep your colors and logos consistent as well. If you see a sleek silver, black or white device, you know it’s probably an Apple product. Your customers should be able to make that same instant connection with your product or service.
YOUR WEBSITE IS YOUR FRIEND
Now, if you don’t have a website, it may be time to think about getting one. In the year 2013, we are increasingly reliant on technology and the Internet to answer our questions and send us where we need and want to go. If someone needs a landscaping service in the Orlando area, chances are they will go straight to Google and type it in instead of looking in the yellow pages like in years past.
Because of this, your website is probably going to be your first selling point — it should combine everything about your brand down to one confined space. It is the ultimate package, and the ultimate salesperson. It’s the first thing your potential customers see before they ever set foot in your physical location (if you even have one). Your website should make your potential customers want to tear into your services like a shiny wrapped gift on Christmas morning. Your website needs to sell you. This is where your audience needs to connect with you, and where your styling and content need to remain consistent.
Another thing to remember about knowing your brand is knowing when to evolve. We get it, your brand is your entire identity and sometimes it’s hard to change it around. But times are ch-ch-changin’ in the year 2013 and you might need to as well to keep your business on top. Here at Designzillas, we know who we are, but we recognized that (especially being in the tech industry) things change quickly! Just recently, we evolved ourselves with DZ ’13. We completely overhauled our old website and created a brand spankin’ new one that is more reflective of the times. And we are continuing to evolve every day!
All of this requires constant attention, constant research, and a constant hunger to satisfy your industry and all of the potential clients and customers in it. The only way to stay on top is to know who you are, own it, and continue to refine it. Your brand identity is what sets you apart from your competition and it’s what keeps your clients coming back for more.