To people outside of marketing, a company’s “branding” simply means its logo or possibly its mascot. When you think of Frosted Flakes, you envision Tony the Tiger, right? So that must be the cereal’s branding.
In reality, a lot more goes into developing a branding strategy than simply a company mascot or a logo, such as Coca-Cola’s distinctive script. A branding strategy is actually as a holistic approach that determines how a business builds identification and favorability with existing and potential customers. The logo or mascot is the “face” of that strategy but there’s usually a lot more going on below the surface.
So successful brands have a number of different things going on at the same time. These can include things like voice, storytelling, brand identity, brand values, and offering a new and original “vibe”. Marketing professionals spend a lot of time thinking “inside the box” when it comes to keeping their branding consistent, but also “outside the box” in order to offer new and creative takes on familiar feelings related to that brand.
Consistency is the key when developing a brand. For example, Starbucks has done an excellent job creating a linear vibe when it comes to developing its branding for its gourmet coffee chain. From the cups to the people making drinks to the in-store decor to the advertising, the Starbucks brand is familiar, comfortable, and inviting — and it keeps people coming back again and again.
At Lytron Strategic, our goal is to collaborate with you to define and develop your business’s specific brand and then come up with new and creative ways to reinforce it with your current and future customers so you can build your physical business and online reputation.
There’s so much more to the story than just your logo or company mascot. Let’s figure it out together.