When most people think of branding they think of a logo or a catch-phrase. The most notable and frequently referenced being the Nike tick and slogan “Just Do It”. But branding is much more than that. The logo, colours and slogans provide visual cues which evoke a memory, a perception, or an emotion associated to a business (or other organisation). The emotive aspect influences customer decisions, whether the business sells direct to consumers or to other businesses, so the branding process is a critically important investment for businesses – even if it is hard to measure a return on.
Brand equity associated with people (personal branding) is much easier and faster to acquire, but it’s also much riskier to leverage a businesses performance on a person – particularly if you are that person and you have an exit strategy, or one of your staff is that person and they decide to resign and take your clients with them. Imagine for example what would happen to Tony Robbins Coaching business if Tony Robbins exited – it would cease to exist. On the other hand, when Steve Jobs passed away, Apple continued to succeed because the brand wasn’t aligned solely with him.
The good news is that if you can build brand equity associated with a company, then regardless of who comes and goes, your business will benefit from increased sales and customer loyalty.
INFLUENCE BUYING BEHAVIOUR
ACQUIRE MORE SALES WITH LESS MARKETING INVESTMENT
BENEFIT FROM CUSTOMER LOYALTY AND REPEAT PURCHASES
Jeff Frampton – Co-Founder, Excise Cloud
Matthew Boyd – CEO, Vollie
Bobby Garrett – Co-Founder, Excise Cloud
The Questions We Get Asked The Most
What is the process?
We understand that budgets are finite and that keeping your head above water is your first priority, so we don’t always recommend full branding exercises for businesses who aren’t ready for them. Sometimes a visual makeover is enough until there is more budget available. For those businesses who are ready to take the next step, we facilitate workshops and gather data to develop your branding strategy based on audience, goals and objectives, and key differentiators. We make recommendations on actionable activities which will turn your strategy into a reality.
How do I know if I need a branding strategy or visual make-over?
- If you are struggling to communicate your value or differentiate in your market;
- If your “look” hasn’t changed in a few years and could do with a modern make-over;
- If you are just starting out and don’t have a marketing background;
- If your product or service is really good but your sales aren’t reflective;
- If your sales rely on key individuals in your business; and/or
- If you want to become an influential and powerful brand.
How much does it cost?
We’ve developed an online brand development tool which we offer for free to our customers. We use it to better understand the style preferences and the perceptions of the brand from key stakeholders. By automating part of the process, we can offer price-competitive branding solutions. Pricing ranges from $1,000-$10,000 AUD depending on the scope of the project.