The Importance of Branding for New Companies

August 20, 2013In Design, Branding3 Minutes

And The 3 Things That Consumers Pay Attention To

For new companies, it’s essential to make a significant impact to get noticed. How a company brands itself will affect the company’s position in the marketplace. In today’s competitive atmosphere, it’s not enough to try to fit into the industry standards. Survival can often rest in how a company is perceived in a competitive market. And the first step in the branding process is creating the right visual representation.

The first thing that the target audience will recognize is how a company looks in their marketing communications. This includes anything from the color scheme to basics such as the logo of the company, the typeface that is used, and the background visuals that accompany the marketing. That’s why there should be a significant amount of importance placed on graphic design. An experienced designer can really communicate a company’s values, message, and also develop a rapport with the target audience.

Using outstanding visual representation can increase the effectiveness of a marketing campaign regardless of the marketing channel or medium. For example, a logo that reflects the culture of a specific group of Internet users can instantly create rapport. A logo that indicates authority and trust can increase the effectiveness of direct mail ads.

The second thing that people will notice is the message behind the brand. Companies need to strengthen their logo with a short tag line or message. Jif, the peanut butter company, has used the tag line “Choosy moms choose Jif” to convey that moms who care about quality products will choose the superior peanut butter. A more direct message was Domino’s old “Fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.”

Using just a logo to convey what a company is about is simply not enough. Coming up with a short message that sends the unique benefits of your company or product/service is essential for successful branding. Unfortunately, many companies fall into the trap of thinking that a simple logo is good enough and leave their target audience confused.

The third thing that people notice is the story of your brand. In the previous example, Jif used commercials where moms would buy Jif peanut butter because they wanted the best for their children. Old Navy sells their clothing as fun, functional, comfortable, and affordable purchases for the whole family.

Your story is what will help connect the dots for the consumer and make your brand come to life. To achieve this, you’ll need to use graphic design and background visuals that best exemplify what your brand is about. By targeting the three things consumers pay attention to, new companies can build on a strong foundation for their brand.

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