Inc. recently shared an article entitled ‘Create a Brand Identity That Will Help Your Business Thrive’ in which Scott Goodson explores how branding can help your company stand out.
Emerge from the ‘sea of sameness’
In an era rife with generative AI and a proliferation of misinformation, consumers increasingly seek a haven of reliability. They gravitate toward brands that embody trustworthiness. Before a brand can earn trust, it must first emerge from the sea of sameness and pique consumer interest. Those brands that pierce through the veil of apathy and seize consumer attention are poised for growth.
This means your brand needs to stand out and be memorable, whilst building trust, which can be achieved through consistency. As your brand becomes more recognisable, its value can increase dramatically. This will, in turn, benefit each new product that your brand is associated with. Goodson highlights some examples of the value of association:
The intrinsic worth of a robust brand name and identity is unmistakable. Consider the acquisition of Jaguar and Land Rover by Tata Motors from Ford. What did they buy? The factories, raw materials, or employees? No, it was the prestige and heritage enshrined in the brands. Similarly, when Four Seasons Hotels, Inc. – the epitome of international luxury hospitality – transitioned ownership to Prince Al-Waleed bin Talal of Saudi Arabia, the true value transcended its locations, gourmet restaurants, or idyllic beach properties. The transaction was centred on the allure and esteemed reputation of the Four Seasons brand.
In each of these cases, it is the brand – its legacy, its promise, and its identity – that emerges as the most valuable commodity, a testament to its enduring power.
Prioritise clarity
Branding is about building positive associations, and the strongest brands have reinforced these associations over many years. Goodson writes:
If you are still not convinced, let me give you another example. The dollar is a world brand. In essence, it is simply a piece of paper. But branding has made it valuable. All the tools of marketing and brand building have been used to create its value. On the front, you will find the owner of the brand: the Federal Reserve. There is a testimonial from the first President of the United States, George Washington. There is a simple user guide: “This note is legal tender for debts public and private.” And if you’re still not convinced, the owner has added the all-important emotional message: “In God We Trust”. The dollar is a world brand. It confers a uniform value globally. But it’s just a piece of paper. Branding has made it worth something.
This is, perhaps, also a lesson about clarity. Those who encounter your brand are short on time, and will make quick decisions about whether or not your business will benefit them. Clarifying your message, and leading with it, can help you to stand out as the right choice.
Build a strong brand
Most companies do quite well at creating product brands but fall down when it comes to the company brand. This is where there is much work to be done. Strong company brands start with strong names. Naming is challenging both because not all business leaders understand the importance of a strong name yet also because a lot of names have been registered by the technology and pharmaceutical sectors.
At Novagram, we have named many successful brands, and recently wrote more about naming in a blog post.
Once you have a name, then you need a powerful and differentiated brand identity. Most people don’t notice brands, so if you can choose a truly disruptive design, you’re halfway there.
Novagram can deliver branding that will get you noticed, as well as much more. We are able to deliver top-to-bottom branding projects, including website design and development.
In closing, Goodson writes:
In today’s competitive marketplace, a strong brand is more important than ever. It’s what sets you apart from the competition and builds lasting relationships with customers. A strong brand can help you increase brand awareness, build customer loyalty, command premium prices, and attract and retain top talent.
At Novagram, we are well aware of just how true this is. If you’re looking to build a stronger brand, contact us today.
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