Why Do Local Businesses Need Branding?
The Garden State is a bloomer for all kinds of businesses. It’s one of the wealthiest states with a per-capita income exceeding $35,000 and a median family income of over $87,000. New Jerseyans have money to spend, but they spend most of it on brands they recognize and adore.
“Yeah, I know that,” you might be thinking, “but I don’t have a huge budget like one of those big brands.”
Sure, you need a budget for branding your business, but it doesn’t have to be huge, especially if you’re working with a top branding company. The returns can be huge, however.
Branding boosts sales and allows you to claim a premium price. You can make loyal customers and compete with bigger, meaner brands without breaking the bank. In today’s digitally driven world, it’s possible to build a compelling brand on a shoestring budget, but you need one of the best branding companies by your side.
What to Expect from the Best Advertising, Designing, and Branding Company?
New Jersey filled with advertising and branding agencies of all shapes and sizes. Search on Google, and you get millions of results for branding agencies in NJ. Almost every company claims it’s the best, so how do you find an agency that’s best for your business?
The qualities that distinguish a great branding company form good ones can be described in different ways. In a nutshell, there’s only one quality that makes an agency worth hiring.
Top branding agencies know and follow the brand-building process.
What’s the Brand Building Process?
If designing a logo and creating ads is as far as your prospective branding company would go, you need to consider another company. The brand building process doesn’t end with designing. It starts with designing.
You need to create a unique visual identity that matches the personality of your brand; the personality that you create by building different attributes into your brand through messaging or advertising. The brand attributes must resonate with your target customers, so you need to start with customer research.
Branding doesn’t end even when you’ve created the attributes and communicated them through advertising. You need to deliver an ongoing brand experience to your customers, an experience that reinforces the messaging or communications you’re sending to your customers.
The brand-building process can be summed up in five steps:
- Marketing Research and Analysis
Top branding companies utilize market surveys, customer interviews, and other data gathering tools to gain in-depth insights into your customer’s behavior. They employ marketing analysts who interpret the research findings to create your brand strategy, which includes your ideal customer personas and the activities you’ll undertake.
- Brand Positioning and Voice
Based on the customer personas, your branding consultants brainstorm with you the personality and attributes that your brand must have. The best branding companies also research your competitors and compare their strengths and weaknesses with yours to create a unique value proposition, market positioning, and brand voice for your brand.
- Create a Visual Identity
Based on the nature of your business and the information gathered from marketing research, a top branding agency creates a logo and other design elements to represent and depict your brand. The norm is to provide a document or booklet that contains all the branding guidelines, including the color schemes, sizes, and design elements.
- Optimize the Brand Experience
According to the contemporary definition, your brand is the sum of all experiences that your customers have with or about your products, services, and people. For example, customers may visit your website, read your reviews, call or visit your office, speak to a friend about your business, and so on. Top branding companies identify and optimize all potential customer touch-points where these interactions happen.
- Learn, Unlearn, and Relearn
Branding is not something you change every day. But, it’s also not something you create once and forget. Top brands frequently rebrand themselves to reinforce the values they represent and to refresh their image in the minds of their customers. A top branding company has its finger on the pulse of the market. It continuously reinvigorates your brand and aligns it with emerging market trends.
Local businesses can take advantage of branding to increase their revenues and expand their customer base. A brand is a long-term asset that makes it possible to build customer loyalty and compete with bigger companies. However, you need to work with one of the best branding companies to build a robust and profitable brand. The key identifier of a top branding agency is that it follows, in letter and spirit, the five-step brand building process that we just went through.
Questions? Comments? Voice your thoughts here or contact Josh Meah for a free one-on-one about your brand.