THE TORONTO BRAND COMPANY

IF YOU DON’T HAVE A CLEAR BRAND, YOU DON’T HAVE ANY VALUE TO YOUR CUSTOMERS.

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.

HOW HAVING A BRAND WILL HELP YOUR BUSINESS

1. IT WILL HELP YOU STAND OUT FROM THE COMPETITION

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!

2. YOU’LL GROW MINDSHARE

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!

3. IT ANSWERS THE “WHY” IN MARKETING

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!

SO WHAT’S A BRAND?

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:

Focus
Value
Name
Logo
Slogan
Public Relations
Advertising

THE A5 AGENCY’S RULES FOR BRANDING

Follow these rules and you’ll have the best brand on the block!

RULE #1: NOBODY CARES ABOUT YOU

The sooner you stop thinking people will take time to read your sales material the faster your marketing will improve.

RULE #2: NOBODY CARES ABOUT QUALITY

“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.

RULE #3: THE BULL’S-EYE IS A BRAND’S BEST FRIEND

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!

RULE #4: THE STRAIGHT LINE OF BRANDING

Branding only works when everything about your brand lines up: focus, value, logo, slogan, message, advertising, PR.

RULE #5: LIKE HIGHLANDER, THERE CAN ONLY BE ONE

You can’t claim a brand value or focus that is already taken.

RULE #6: ONE BRAND. ONE WORD.

Your brand should ideally be able to be distilled down to one word.

RULE #7: “THE SKY IS BLUE.” AND OTHER OBVIOUS BRAND CHOICES.

Often, the best brand position is the one staring everyone in the face.

RULE #8: GET YOUR NAME RIGHT THE FIRST TIME!

Your name is one of the most important elements to your brand.

RULE #9: A LOGO IS SUPPOSED TO BE SIMPLE AND MEMORABLE. NOT PRETTY.

Logos should be simple and straightforward, not fancy or overly colourful.

RULE #10: KEEP A BRAND HEALTHY WITH ADVERTISING

Advertising helps protect your brand against competitors. Investing in advertising is like investing in health insurance for your brand.

RULE #11: A BRAND IS KEPT RELEVANT WITH R&D

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.

RULE #12: ALL GOOD THINGS COME TO AN END

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.

No matter what industry you are in or what service you provide, it’s important that you establish who you are, your mission, and your unique selling proposition right up front. Maybe you already have this but aren’t clear about it. Often, companies don’t have these at all and ask us to help them become unique. Either way, you need a proper brand if you want your business to survive and thrive! So it’s time to join hands with top marketing agency in Toronto.

OUR BRANDING SERVICES

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
Brand personality
Company name development
Internal brand development
External brand development
Communication Strategies
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.