What Branding Really Means To Us
The term branding has its fair share of both proponents and detractors. The truth is, branding is a never ending process that every business needs to be focused on within every aspect of its business and with every customer touch point it has. Branding, both visually and strategically, is an investment into the longevity of your business and your ability to achieve your goals.
What A Typical Project Involves At AB
Every project involves equal part art and science. When we say "putting design and content into context", this means involving both hemispheres of the brain to achieve business goals both today, and five years from now.
First, the art (or the visual) side is how you get people to convert or respond in some way when they see your logo or your ad. If there's nothing there that connects with them, even if you've mastered being in the right place at the right time, you're still going to fall short of having them interact positively with your business.
The process typically begins with a proper set of visuals (e.g. a logo, a website and business cards) that visually reflect the unique identity of your business. These are the pieces that are developed and used for (ideally) a long period of time, so they can be used and reused over again. The art continues with creating useful or entertaining content on social and/or your website. Creating original content that both provides your customers with value in some way, as well as speaks to your business' message or intent, is the key to winning at social media branding.
The science part (or the strategy) of branding is about putting the art into action. Developing and deploying a strategy for our clients on social, for example, is a way of deploying the creative in front of your customers. There isn't much point of having great content if no one is ever going to look at it. The science part of branding involves making sure that people see your website (ie. SEO), or that your business is on the right social media platforms (eg. it's not a good idea for you to use LinkedIn if your customers are spending their time on Facebook).
Finally, the strategy surrounding best branding practices has to develop and evolve as the attention and demands of your target customer develop and evolve. Following data or cultural trends and being on top of the conversation with your customers, as well as being available to them, are keys to winning the branding game and building legacy.
Are you paying enough attention to your business' branding on a day-to-day? Where do you think you're missing opportunities? The real goal with building legacy branding from day one is to capture opportunities. Let us know what you think!