What Happens When Branding Meets Marketing

Posted: May 6, 2013 by Courtney Iovanovich

Let’s face it, not every company is a “sexy” company. Nothing against insurance, but it doesn’t seem like the easier industry to “sex up.” Companies like Allstate and Geico have accepted the challenge and revolutionized advertising for “boring” brands. If you’re a local mom-and-pop shop, you’re not likely to have a celebrity endorsement, but it doesn’t make branding any less important.

Branding is more than a color scheme and a logo. Branding is humanizing the company, embracing its personality, conveying the company’s message and so much more.

Understanding Your Company

Describe your business in five words: innovative, educational, fun, serious, laid back. The educational company most likely will not brand the same way as the laid back company. Finding your company’s personality and building upon it is the key to branding. Choose colors that represent the background of your company and its mission statement.

Humanize Your Company

Whether your company is B2B or B2C, it’s most likely interacting with people – whether it’s directly with customers or employees of a business. Putting the face to a name is important so people know they are not dealing with machines. If you’re a family owned and operated business like The Homer Group, embrace that aspect and market it.

Your Company’s Message

The message and style of your company will help to shape the voice of its brand. Establishing a consistent identity benefits your business and its customers. Again, ask yourself, “is your company serious, laid back, fun, etc?” This will also help you understand how to respond to comments about your company, whether it be on a social media site or during a presentation.

You don’t have to be a Fortune 500 company to have a consistent brand. Just because you sell car replacement products, doesn’t mean your branding needs to be cut and dry. There are many ways to establish a fun, fresh identity. How does your company market its brand?



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