Having a strong brand is the most important thing to marketing success. We provide one of the most comprehensive brand consulting and brand management services of any marketing company in Toronto. We know that once you establish your brand and are able to represent it, there’s no stopping you and your business from flourishing.
Branding is all about making you stand out and be different. By having a brand, you’ll be separating yourself from the competition, and carving out a space in the marketplace for your product or service that you can claim as your own!
Having a clear brand is an important first step in growing mindshare. Mindshare is having people associate your brand with your product, service, or category. With a brand, you’ll be more likely to be top of mind with possible customers! And top of mind usually means top of sales!
Why you? Why your company? Why should a customer give you their hard-earned money? Having a brand answers these questions and helps you move a sale along faster. It also helps you ensure you get the deal and your competition doesn’t!
A brand is the culmination of several things that help a business or product become synonymous with a particular thing. You hear Coke and you think of cola. You hear Starbucks and you think of coffee. You hear Costco and you think of bulk shopping.
A brand is successful when people associate a business or product with the niche, object, service, or vertical that it is targeting.
A brand comes together when all of its pieces are working together:
Follow these rules and you’ll have the best brand on the block!
The sooner you stop thinking people will take time to read your sales material the faster your marketing will improve.
“Quality” is not a value that people understand or can quantify. It’s useless to you. Stop using it and focus on something more tangible to your customers.
XEROX is known for one thing: photocopiers. Kleenex is known for one thing: tissue paper. Having your brand associated with one product or service is the best way to gain traction in the minds of consumers!
Branding only works when everything about your brand lines up: focus, value, logo, slogan, message, advertising, PR.
You can’t claim a brand value or focus that is already taken.
Your brand should ideally be able to be distilled down to one word.
Often, the best brand position is the one staring everyone in the face.
Your name is one of the most important elements to your brand.
Logos should be simple and straightforward, not fancy or overly colourful.
Advertising helps protect your brand against competitors. Investing in advertising is like investing in health insurance for your brand.
You should always invest in ways to improve your brand and its services. Research and development isn’t just for tech companies, it’s for all businesses.
Sooner or later, your brand will no longer be relevant, so you always have to work hard to ensure it remains relevant as long as possible.
Without a solid brand most marketing initiatives fail so don’t get caught without one! Here are just some of the things our brand management consultants cover:
Evaluation of the current brand
Brand plan of action
Core brand focus
Main brand benefit
Central brand message
Company name development
Internal brand development
External brand development
Product names and attributes
Branding through your management team
Branding through employees
R&D and brand development
Product and service philosophy that best support your brand benefit
Key measures to which all products and services must adhere
Developing warranties that support your brand values.