Your brand is more than just a name and logo – it tells your entire brand story through its visual, written, and spoken identity.
It is unique to your organisation and helps you stand out amongst your competitors. It represents everything your company stands for and all its communications with the world, allowing your existing and potential customers to connect with and build positive associations with your brand’s persona.
A branding agency helps businesses develop a brand strategy, build a new brand identity, or update an existing one. Depending on the services offered, the agency will create your marketing assets, such as your logo and website and develop and implement a marketing plan.
What Is Involved in Branding?
Building a brand is a specialist service, and branding agencies will employ experts such as strategists, marketers, designers and developers.
The first important step is understanding your business and its position in the marketplace. Your new brand must enhance your industry reputation. Your chosen agency will also discover your organisation’s core values and ethos to understand what drives it and how you wish to be perceived.
Your visual identity and all communications will reflect the characteristics of your business.
Part of this involves creating your new logo and developing your colour palette, typography, tone of voice, and tagline. These elements are adopted into every aspect of your business, from your website and marketing materials to how staff communicate with customers. Every interaction reinforces your brand and needs to adhere strictly to your branding guidelines.
Your visual brand identity is used everywhere, including:
- Social media
- Marketing materials, e.g. brochures, billboards, business cards etc.
- Packaging design
- Building design
- Events stand
How Important Is Branding?
Your branding is integral to your entire business.
Your branding guidelines become the bible for your staff to follow, giving them a clear sense of the company they work for and how to present themselves to your customers.
Your marketing efforts will rely on having strong branding in place. Your branding could be the deciding factor on whether your business will succeed or fail.
Let’s imagine you have launched a brand-new fizzy drink. It has a great taste and is healthier than current fizzy drinks, and your market research suggests your target audience will love your product.
Big brands already have a monopoly on fizzy drinks, so your branding needs to be heard in the noise.
Simply having a company name, logo, and product name won’t get you very far. You need to give your audience a reason to try your drink over their usual choice and then give them a reason to keep buying your product.
A branding agency will analyse where your product needs to sit in the marketplace and its competitors. The agency will define what makes your business unique, how to appeal to your target market, and how to represent your brand.
The packaging design of your drink needs to be instantly recognisable from all the other drinks on the shelf.
Everything from your logo to your unique proposition needs to be appealing, both visually and from an emotional point of view. If your unique stance is that your drink is healthy and ethical, your branding must reflect and capitalise on this.
Now imagine you are the consumer. You like to buy ethical products and are health conscious. What would convince you to try a new drink? Would a package design with a scene of a person hiking with a glorious backdrop of mountains appeal? How about a logo which features green leaves in the design?
The design choices mentioned were deliberate to invoke images of health and the natural world and certain feelings such as happiness and peace. These choices allow your customers to form an emotional connection to your brand and develop positive associations.
Your branding reinforces the belief your customers are making intelligent choices with their money.
Your brand will become one they can trust and become loyal to as your core values have appealed to their own. There are no guarantees of success; however, your drink will likely gather dust on the shelves without a proper branding strategy.
Do You Need a Branding Agency?
Building a strong brand is essential for any business, from small start-ups to large corporations and branding agencies are still very much relevant in the digital age.
An agency won’t have any affinity to your old branding and can approach your project objectively. Their experience and talent allow them to build a strong branding strategy.
While you can choose to create your own branding, you might find it a false economy if you later need to employ a branding agency to start over. It could also take a lot of clever marketing to recover from any branding failures. A branding agency can also advise on your existing branding and create enhancements to improve it.
Is The Hideout a Branding Agency?
The Hideout is a full-service creative agency. We provide many services to support your branding and marketing strategies, including:
- Branding and logo design
- Packaging design
- Web design and development
- Email marketing
- Social media
Our in-depth branding workshops are ideal for digging deep into the heart of your business, gaining valuable insights and building your new brand strategy.