Brands are everywhere. They aren’t just a brand “name” anymore. The logo, the name and the symbolism behind the design are what makes up a brand. Building a brand program that produces effective results means incorporating several things into one all-inclusive design that draws in the target demographic. In some cases, less is more. In others, the mere mention of a company’s name can bring a positive response!
Why Brands Are Important
For brands to be effective, they need to be able to do several things. First order of business when building a brand program is to attract attention. A company must know its target audience when they design any kind of advertising. What sells for one group, may not sell for others. Demographics are everything and the customers’ feedback is what helps companies come up with a brand that sells. The key to building a brand program that works is knowing what sells.
Second, they need to be memorable. Us designers always need to take into consideration what their customers like and what will capture their eye when building a brand program. They need to catch the attention of the customer and keep them intrigued long enough to try the product. Building a brand program that is strong enough to retain a following is not an easy task. It can be accomplished if the consumer is happy.
Third, they need to be a true and accurate representation of the company they are designed for. Brands that have been in business for several years have come to represent much more than the company. They also represent what the company stands for: values, morals and basic lifestyle concepts. Apple, for example, is mainly known for its computers and software. In reality, that software and the Apple name has become synonymous with a lifestyle. From iPads to iTunes, Apple has become not just a brand but a concept. It represents moving forward, thinking outside the box and the beauty of expressing oneself. Building a brand program for Apple revolved around the versatility and diversity of their products and how they would impact their customers’ lives.
How Customers Influence Brands
Customers influence the building of a brand program (building a brand program) in several ways. They fill out surveys, answer questionnaires and of course buy a company’s product. Of all the ways a customer can provide feedback to a company, purchase power is the strongest, most compelling factor. When marketers are building a brand program, they work diligently to determine what demographic should be their main focus. Once that has been decided, the next step is to create a brand that grabs their attention and holds it.
Using the latest technology, marketing and advertising executives have access to new tools that track customers online shopping and search patterns. They can determine quite accurately what holds the customer’s attention and what doesn’t. Data offers information about the types of products they buy and the type of things they search for in their spare time. Google analytics and other feedback tools used by other search engines can provide valuable information to companies when they first start building a brand program.
How does your business build brand loyalty