Brand Strategy & Brand Identity

The bottom line is that your business or organization needs a brand. Without one, it is hard to create any type of advertising or messaging. A brand consists of things like your logo, colors, fonts, voice, taglines, and more. A compelling brand differentiates your organization from competitors in the same industry. Your brand provides a memorable and emotional connection with your target audience. It is the foundation for every traditional and digital marketing campaign you move forward with. Now ask yourself, is your brand reflective of your organization?

In order to create a memorable brand, you’ll need to understand your target audience. When you began your business, who were you intending to reach and why? What is important to your audience? Why do they love your products or need your services? Next, you have to determine where your business is at internally. Where do you expect the company to be in five years? What is the value that you bring to clients? How do you want your audience to perceive you? Finally, you need to evaluate how competitors brand themselves. What makes their brand distinctive? What do you need to do to stand out from them?

Kraus Marketing is skilled in crafting brand imagery and messaging that distinguishes you from others in the industry. We conduct multiple in-depth interviews to determine what your audience and employees also think about your brand. The additional input is important to forming a full brand concept. It is also difficult for some business owners or those who are too close to the center, to touch on every aspect of the business. Outside opinions are just as valuable as the core, internal input.

In addition, we provide competitive research to make sure that your brand is a step above competitors. This also avoids the issue of creating a campaign that is too similar to any of your competitors. The final product is unique set of messaging and imagery that connects emotionally with your target audience for the use of all marketing materials. The brand strategy that we put into place will set long term goals for your business that we continually work to achieve.

It is important to note that if you are hiring a marketing agency for purposes other than branding and you already have an established brand, to make sure they understand all aspects of your branding. This way you avoid any kind of mixed messaging and confusion when it comes to consumers as well as internal members. Misbranding can be the downfall of your business. Consumers may lose interest, trust, or the understanding of what you do or sell while the internal team can lose focus on the company’s mission.

Is your business in need of branding or possibly rebranding? Contact us today to get started! We will work closely with you each step of the way to make sure the final outcome properly serves the business you have created.

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