Your brand is the face you present to the world. At its best, it instantly communicates your unique selling proposition—your USP— making it easier for you to introduce new products and expand into new markets. Most important, a well-managed brand is a trusted brand. And that's a shortcut to sales.
C3 Advertising Branding Services
- Branding for line extensions and new products
- Product and company names
- Style guides
- Identity graphics libraries
- Guidance in using your brand effectively across all media
- Branding support for your other marketing vendors and partners
- Help to make your brand effectively communicate your unique selling proposition
Case Study: Looped LOGIC Lab Furniture
The founders of Looped LOGIC Lab Furniture had a great idea. But like a lot of startups, they also had a limited marketing budget. And where others in that situation might have put branding on the back burner, we made it front and center.
We worked with Looped LOGIC from Day 1 to develop a memorable brand that has all the audacity of their idea. It's also aimed squarely at their target markets, and designed to be extensible as they grow. As keepers of the brand, we continue to ensure that messaging stays consistent, memorable, and fun across all media.
Looped LOGIC doubled its sales in each of its first three years, and today is one of the most recognizable brands in its industry. And we get to smile every time a prospect tells our client, "I know Looped LOGIC. You're the green and orange guys with the fast shipping"
How can branding shorten the path to a sale?
Mercedes-Benz. Target. FedEx. What pops into your head when you hear these words, or see their logos? You don't have to think about who they are or what they do. If you want to buy a luxury car, a few household items, or overnight shipping, you don't have to do a lot of research about these companies before making a buying decision. That's the power of a brand.
Good brand recognition comes with built-in trust. A positive image. A whole bunch of objections that you've already overcome.
If making a sale is like climbing a ladder, then good branding is like starting from ten rungs up.
We're trying to regain ground lost during the recession. Shouldn't we put branding on hold and focus on direct marketing and other activities that generate measurable ROI?
There's no reason why you can't do both. The smart move is to make sure that all your marketing and advertising promotes your brand at the same time. It's a common misconception that branding and direct have to be separate efforts, but in fact they're both more effective when you use them together. Just make it part of your strategic plan.
We're strictly business-to-business. So we don't need a brand, right?
B-to-b organizations need branding just as much as consumer organizations. That's especially true if you rely on a multi-touch sales process. Customers are much more likely to let you in the door if they know who you are. In that sense, a well-managed brand can help shorten the sales process, reduce the cost of each sale, and improve your cash flow. See Lead Generation for more details.
Can I build my brand and make sales with free viral marketing?
Viral marketing—promoting your brand through word of mouth, whether through traditional means or social media—is the 21st-century version of PR. And just like PR, there's a cost to it. You have to plan and finance real or virtual events, promote your story, and follow up to measure results.
In fact, all marketing tools and efforts require some combination of time, money, skills, and resources. Viral marketing may be a perfect tool as part of your particular marketing mix. But it's not free.
Isn't branding only for big companies?
Absolutely not. In fact, the opposite is true. An effective brand strategy can help a small brand rocket ahead of a larger competitor. It was very effective in leveling the playing field for newcomer, and C3 Advertising client, Looped LOGIC.
Isn't branding for companies that advertise on television?
No. You can promote your brand through virtually any medium. The keys are consistency, and using multiple media and channels. Contact us if you're interested in learning more.