Simply put, your “brand” or corporate image is the impression formed at every point of contact with your prospective customers and clients.

....for better or worse!!

The dictionary definition of “branding” usually refers to the name and image of a product or service. However, in the business world it takes on a wider scope and can be defined as:

"a means of distinguishing one firm's products or services from another's, and of creating and maintaining, an image that encourages confidence in the quality and performance of that firm's products or services."

This definition more accurately describes the overall effect, goals and purpose of branding.

So how does branding affect marketing?

Ah, the great marketing/branding debate. We at Proof Creative have long argued that marketing and branding are very similar and are, in fact, dependent on one another. We believe you need a successful fusion of branding and marketing to promote and create value in a company’s products and services. Branding has slowly moved away from packaging and naming, into the realm of marketing. After all, to successfully brand a product or service, you have to market it well, and vice versa.

So think of branding, as the creation/re-creation of tools and media used for marketing purposes and, marketing, as the planned execution of those tools and media.

Corporate Identity and the Importance of Branding

Perception is everything in the business world. Advertising professionals call it “outside perception” when it’s in the eyes of the customer. Everything that comes in contact with customers — brochures, direct mail, Web sites, advertisements, presentations, e-mails, signs, salespeople, etc. — helps them form an opinion, good or bad, of your company.

Your brand begins with your logo. Your logo is often where a prospect’s first impression of your business starts, and sadly in many cases, ends. A prospect should be impressed by your logo and be able to easily figure out what your company does. Your tag line should further define your market niche and stimulate the prospect’s curiosity.

Customer experience

A successful branding program is multidimensional, emphasizing the total customer experience. Companies often focus on a specific marketing project and forget the total package. Your brand must convince your prospects that you are the clear-cut choice to fulfill their expectations. This leads to credibility and anticipation, which will give you a huge advantage when it comes to converting sales.

Proof Creative can help you build a brand from the ground up or to re-develop a brand, or corporate image that is “tired” or outdated . Follow the links below to find out more, or schedule a meeting with us .

Where to next?

• Read about important branding considerations
• Read about your brand and revenue generation
• Read about maximising your online web presence
• Read about your logo and business identity
  
• Schedule a meeting with us

Branding Adelaide | Brand Development Adelaide | Graphic Design Adelaide | Corporate Image Adelaide