Good branding is a necessity in today’s world – branding sells products and services, and it helps to build a bond with your audience through visual and verbal communication. Sometimes, it’s hard to really manage your branding because you’re so focused on the operations and different areas of your business that may be more demanding, but in reality, your branding can be just as demanding on other areas as well. With a few easy tips, you can build in branding to your monthly and annual planning to ensure that you are effectively engaging your brand for success.
By developing an organized, digital folder outlining all of your brand information and assets, you can easily offer your employees, yourself and external vendors access to the most accurate branding. Keep your logo variations, font files, brand and color standards, templates, and more all in one place for easy access. And don’t forget to keep a secondary copy on an external hard drive, cloud drive or USB drive in case of computer crashing or digital loss (because you never know when something will go wrong!).
It’s important to keep your brand up-to-date with the market because it will be every shifting, so I advise my customers to always re-evaluate their brand every two to three years in order to ensure they are stylistically and holistically aligning with market demands and conditions. Some brands may not age well with shifts in the market, such as when Aunt Jemima and Uncle Ben’s changed their brand design due to social justice reform and the portrayal of black individuals in marketing. You want to ensure that you address these types of issues in a timely manner if there is a significant change in the market like those, but you should still continually evaluate market effectiveness regularly.
There may be a market demand to expand or grow your branding based on market and business conditions. If you expand your product offerings or chose to go in a different direction than the existing brand, you may need to grow your branding to address this new opportunity in the market and better fulfill the needs of your target consumer. Target is a great example with their offerings for women’s clothing. Their existing brands were not properly targeting the 15-25 demographics known as Gen Z, so they developed Wild Fable for this demographics, while editing their 25-25 brands A New Day and Universal Thread to fit the demands of the market.
As your business learns more from the market, converting your brand to be more niche may be essentially to growing and expanding your business. In order to better fit the needs and desires of your target demographic, finding an area of need or want from the consumer’s perspective may cause you to shift your branding and not just your marketing and product strategy. One example is blue light glasses. You can find inexpensive options on major retailers like Amazon for as little as $10, but larger brands like TINJ have had to find their niche in the more luxury blue light and prescription glasses by offering more deluxe frame options to fit a more luxury demographic with an increase in paid advertising to make their brand more well known.