Tips for Getting the Most Out of Your Branding Efforts
When we start branding, it often feels like our job is done once we launch our brand.
We pick our colors, create a logo, and define our message. Branding or rebranding is a big deal because it shapes how people perceive your business.
But when you're about to embark on this journey, there are several things you need to know before you finish.
In this post, we’ll talk about a few ways to ensure that your branding goes the distance.
Ensuring Your Branding Goes the Distance
As you start putting your brand out there, you might notice things that need tweaking.
As you build your website, you might come to realize a few things. Perhaps you notice that the colors you've chosen don't quite serve their purpose effectively—they might not elicit the right emotions or provide enough contrast for readability. Similarly, you might find that the fonts you've selected aren't ideal for reading lengthy blocks of text on your blog.
Moreover, you might discover gaps in your messaging. Certain parts of your brand story or value proposition may not be adequately addressed on your website, leaving visitors without a clear understanding of what sets you apart or why they should choose your products or services.
Later, as you start to craft your marketing strategy, you may realize that adjustments are needed in your messaging to better compete in Facebook Ads or Google search results, or to align more closely with the intent of your target audience when they're actively seeking solutions or information. Or your need to tailor your language to resonate with specific audience segments.
As your brand expands or introduces new products, you may find that your existing color palette no longer adequately represents the breadth and diversity of your portfolio. You may need to create color variations or secondary palettes that can be applied strategically to different product lines or sub-brands while still maintaining visual cohesion across your brand ecosystem.
Later as you put stuff out on a variety of channels, including social….
These observations are crucial as they highlight areas where your branding and website need refinement. It’s not just about aesthetic adjustments but also strategic decisions to ensure your brand is effectively communicated and resonates with your target audience.
How to Plan for Long-Term Success
To navigate this journey well, here are some key takeaways:
Ensure you conduct thorough audience and competitive research from the beginning. This will provide valuable insights that can shape your branding strategy and set you apart in the market.Remember when big brands like Kia, Gap, and Tropicana decided to shake things up with new logos? Despite the use of top-notch branding design agencies, the response was often not what they expected. Consumers were confused, and some of the changes led to a significant drop in sales.
These examples underscore that branding isn’t just what we want to communicate, but how our audience receives and internalizes our message.
A lot has been written about these failures—but one of the key lessons we can learn is the importance of conducting comprehensive competitive analysis and audience research from the outset.
This kind of analysis sets the tone for not only our corporate brand - but all the marketing that follows it.
The truth is—launching your branding into the world is a bit like releasing a Tesla onto the road. Until it's out there, we can't predict how it’s going to go. There’s all sorts of consumer perceptions and market surprises waiting on the road.
And here’s why that matters:
Consider Practicality: Think through the different scenarios for your color palette and logo. Ensure they work harmoniously in different contexts. Utilize tools or resources that assist in color selection to maintain consistency and coherence in your brand presentation.
Embrace flexibility from the outset, anticipating the need for adaptation as your brand evolves. A big part of branding is consistency — but If we focus only on being consistent and don’t allow for flexibility, we might not get the best results. We need to be able to pivot and adjust as things change. why being flexible is just as important as being consistent, and how this can help our brand grow and stay relevant.If we think of our company branding as set in stone, we may be less likely to make adjustments that are needed for our ongoing marketing success.Your branding isn’t static—it's a living, breathing element of communication that needs to adapt across a wide variety of various channels and platforms.
Set aside time to regularly review and update your brand guidelines. This should be done at least annually, or more frequently as needed, to reflect changes in your business objectives, market dynamics, or shifts in consumer behavior.
If we believe that once our brand guidelines are established, they cannot be altered—we risk overlooking the fact that adjustments may be needed to to ensure our marketing efforts are successful. Successful branding requires responsiveness and a willingness to adapt.
Approach your marketing strategy with an open mind. Avoid rigid adherence to predetermined notions and instead, be receptive to emerging trends, feedback from your audience, and opportunities for innovation. Allow your brand to pivot and adapt as needed to effectively navigate the road ahead.
So, when you think of branding, remember: it's not static — it's dynamic. By remaining flexible and responsive, you can ensure that your brand remains relevant, resonates with your target audience, and ultimately drives business success.
Consider integrating a brand manager into your team or assigning this responsibility to someone within your organization. This role isn’t just about enforcing brand guidelines rules — they can serve as advocates for its strategic evolution, fostering innovation and growth.
So, when you start out on your branding project, here are some ways to get it right.
