Brand & Campaign Design
Set the Stage for Long-Term Success
WHY IS BRAND SO IMPORTANT?
A brand is, by definition, a promise of what you will deliver to your customers. Branding is the act of deliberately shaping your brand’s identity through aesthetics, activities, and actions. Together, the sum of these perceptions identifies your brand in the minds of your customers and differentiate you from your competitors. Branding helps simplify customer choices, and influences whether they will buy, how much they will spend, and their receptiveness to future projects. If customers can clearly identify and remember your brand, and can consistently count on having positive experiences, they’ll spend more and be less likely to defect to another brand—and you’ll save on the high cost of constantly trying to attract new ones.
In most industries, branding starts with a logo and related imagery—whether your business has a storefront, online presence, or both (see: Logo & Graphic Design). Once you’ve refined your image and made sure all marketing, social media and customer touchpoints communicate the same cohesive message so it’s important to extend these same defining characteristics to your policies and procedures, especially for customer-facing roles. You must deliver on the promises made in order to build the loyal customer base that will save you money and guarantee your company’s success long-term.
CAMPAIGN DESIGN
However, you can’t always capture today’s audiences’ fleeting attention by producing the same marketing over and over. This is where campaigns become important. A campaign is a strategic release of related content designed to highlight one specific attribute, product, or service that your business offers. The most effective campaigns work within the constraints of a given brand and brand voice, but highlight a fresh perspective, relatability, memorable or even humorous outlook that will break through the digital noise and capture your intended audience’s attention. A campaign is also a way to break your overall marketing strategy into easy-to-digest blocks, as well as allowing you to measure the campaign’s success and fine-tune your strategy before launching the next one.
At Brother3, we know that successful branding and campaign management starts with a deep knowledge of your company, your goals, and your customer base. We have seen firsthand that more time spent researching and then concepting (see: Concepting/Art Direction) pays off in the end with more effective branding and campaigns and a much higher return on investment. Contact us today to find out how we can help set the stage for your long-term success with a consistent brand identity and campaign design.