Corporate ID & Branding

The four key brand requirements are critical for a successful corporate identity strategy.

• Differentiation
In a highly competitive market, brands need to have a clear differentiation. They need to stand apart in order to be noticed, make an impression, and at the end of the day they need to be the preference of your customers or clients.

• Relevance
Connecting your brand to what people care about in the world is key to utilizing the brand to its highest potential. Building demand requires that corporate ID designers understand the needs and aspirations of their intended audiences and convey that the product or service will and fulfill whatever that may be.

• Coherence
Creating credibility with your audience demands that brands must be coherent in what they say and do. Between the messages, the marketing communications, brand experiences, and all of the product delivery need to hang together and add up to something meaningful.

• Esteem
Esteem is the reputation a brand has earned by executing clearly on both its promised and delivered experience. A brand that is differentiated, relevant and coherent is one that is valued by its audiences.

The success of a business increases when corporate IDs and branding are utilized to their full advantage. A branding logo should be an intelligent effort to send a quick message or idea as it would reflect your business nature as it acts as an unspoken representative for your business. Your customers can recognize your business by the identity you convey. Your branding logos are a signature of your company and convey your brand name. Building your brand name in a corporate world through your business logo is a great way to success.

Brand building is all about communicating and exposing your brand as well as all things that consumers know, feel, and experience about your business. Building a brand is a process of creating value to consumers.

The 3 popular types of brands are

Service brand - this brand is built on knowledge, culture, and experience that one has with the service delivering agency/company/people. Examples: Geek Squad or Roto Rooter.
Retail brand - this brand is built on a mixture of products and service experience. Examples: Macy's, Target, or KFC
Product brand - is built on the experience that one has with a specific product. Examples: Nike, Ford, or Sony.

The steps involved in brand building.

  1. Define Your Brand
    This is a very important step as it will determine what your brand stands for. We create a checklist of its core strengths and look at the skills and expertise that you possess which stand out. We will determine what your brand stands for and what it's brand values are. Showing your company is supporting environmental, social, and economic well-being of consumers may help you realize some important aspects of brand building ... Look at them objectively.
  2. Differentiate and Position Your Brand
    Making sure to differentiate your brand attract attention and stand out from the competition. Figuring out all the unique advantages of your brand will help in the mind of consumers when brand building colors or logos or other elements are not enough. Once a unique value proposition is created, we use a good branding strategy to position your brand in a way that will help consumers see and appreciate the value of your brand over competing ones in the market.
  3. Build and Expose your Brand
    To build your personal brand, we keep reinforcing your values and skills by taking up new roles and assignments that will give you more exposure. We also use promotional channels, blogs, forums, and social media (LinkedIn, Twitter and Facebook) to create a voice for your personal or business brand.
    We also develop brand personality (what people know, think, and say about you). This is what drives or motivates people to identify with and engage with your brand. Consistently executing your brand building strategies will establish a pattern that will forever be associated with your brand name.
  4. Personalize your Brand
    In business as with most things in life in you have to personalize your brand. It is important to give your brand an identity. Looking at your brand as something consumers want to identify with like their favorite cars, cellphones, or computers.
    We can also invite customers to be co-creators of brand values. This is great information and they can feel that they also own it and relate with it. Top brands encourage consumer-brand interaction by personalizing products to meet the needs and preferences of consumers. When you personalize your brand, you give consumers reason to participate and engage with your brand for a lifetime.
  5. Review Your Brand
    Your brand is not static; it will go through many changes in its lifetime. Depending on your brand strategies, your brand will either grow in strength, or remain dormant, or recede with time. In its life cycle, new events, changes, and circumstances bring challenges and opportunities to enhance the value of your brand or re-establish it. All these possibilities should give you the impetus to take charge of your brand building activities.
    As your brand name grows, so do the responsibilities and expectations to continue with brand building. The best way of ensuring brand growth is reviewing your activities and evaluating your successes through metrics such as levels of brand awareness and levels of engagements. Regular reviews will help you seize and exploit new opportunities while upholding your commitment to remain true to your vision and brand strategy. It will also help you steer your brand in the right direction and keep it relevant as you move into the future.

As you can see, brand building is not a one off thing. You have to define your brand, differentiate, present it, and review what your brand stands for from time to time. It is very important to be clear about your branding strategies and how you're going to implement them. You should also adopt brand strategies that will add value to your consumers and help them develop the right impression of your company and what it truly stands for.

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Who is JRD

Just Rite Design is a network of educated and experienced professionals that are easy to work with. We have been in business for over a decade and have developed satisfied clients locally and nationally. Our experience includes graphic design, web design, e-commerce solutions, and both local and web-based software application development.

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