Be Worldwide, a leading professional consulting firm in Singapore conducted an exclusive Webinar session on ‘The Complete Beginners Guide to Branding’ for the advertising aspirants and professionals. The session was led by branding experts and management staff within the organisation.
Branding is the most important aspects of any business, whether it is large or small, whether it is in agricultural or E-Commerce field. An effective brand strategy gives the service provided a major edge in the highly competitive market. As one of the best consulting firms in Singapore, Be Worldwide shared its own experience of brand building in the webinar session.
What is branding? How proper branding can boost sales and build trust?
Branding simply places your brand as a promise to the customer. Branding tells the customers what they can expect and achieve from the products and services, and it differentiates the promises from the competitors. In short, a brand is established from who you are, who you want to be and how people perceive you to be.
So, how will you build your brand in an effective manner? How to build a strong customer bond with your own brand? All you have to do is, make it close to the customer heart.
Your brand guidelines should also include the brand strategy elements like Target Audience personas, Competitor research, Brand positioning, Brand story, Brand values, Brand mission, Brand touchpoints, Brand messaging, Tone of voice and the Brand identity.
The basic foundation of the brand is the logo, website, packaging and promotional materials. All of them should communicate the brand silently well.
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products that allows you to charge more for your brand than what identical, unbranded products command.
Defining the Brand
Defining a brand is like a journey of self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
What is the company’s mission?
What are the benefits of the products or services?
What do the customers think of the company?
What qualities do the customers want to associate with the product?
Make strong research and understand the needs, habits and requirements of the customers first. Always think along with the customer. Never assume that your thoughts are right and you know them already. Reality is different and you have to study the reality and make strategies to reap from reality.
Once you have defined the brand, it is the time to reach out to the world. There are brand strategies for the right reach.
- Create a logo that communicates the product.
- Write the brand messaging in a very attractive manner.
- Integrate your brand.
Branding extends to every aspect of your business like how you answer your phones, what you or your sales people wear on sales calls or your e-mail signature. Create a language or voice for your company that reflects your brand in every aspects. That should be applied to all communication and incorporated in the visual imagery of all materials, online and offline. Try to make it stand out from the rest. Stand out smartly enough to attract the customers.
Develop a very attractive, short and memorable tagline that captures the essence of your brand. Design templates and brand standards for your marketing materials.
Use the same color scheme, logo placement, look and feel throughout. Keep the consistency.
Be true to your brand. Deliver the promise and get your customers returned.
Be Worldwide is a professional consulting firm in Singapore offering branding service through three tier strategy system, Consult, Create and Campaign.