Every business or organization needs branding. The whole point of the exercise is to increase your sales by turning your product or service into something your customers really want. Branding also creates loyalty, by giving customers a good picture or feeling behind what you’re trying to sell. When you sit down with a marketing agency to develop your brand, it’s best to take an active approach in the process.
When you purchase a branding package, you need to know what you should need and what you're getting. Different packages exist and what you need depends on your business. At Cyan Solutions, we offer everything from logo design to extras such as branding guidelines and email templates.
Here are three reasons why you should determine what you need and what package you should buy well in advance:
1. It Will Prevent You From Copying Others
When you hire someone to brand or rebrand you, the last thing you want to do is go down a path that has already been explored by another company. You’ll want to forge your own way. Knowing what you need and what’s in the package you want to buy will help you be creative and bring ideas to the marketing agency. Talking with the marketing agency is like sharing inspiration -- you’ll bring your thoughts to the discussion, which will help enrich the marketing agency’s concepts, and vice versa. If you take a passive approach to branding, you’re letting someone else dictate your brand. The end result may not be as original as it could be.
Your brand has to stick out and be memorable. It is the cornerstone of all your marketing efforts. You want to create emotional messaging that resonates with your target audience. The more hands-on you are and know what an agency offers in advance, the more likely you’re going to present a brand that is unique and different. Only you know your business, after all.
The other benefit to this is, once you’re in the driver’s seat, it will become easier to sell the brand to your internal team. You’ll help to create consistency for the marketers and add to the overall strength of the brand. That’s important, and will assist you in being wholly different amongst your competitors.
2. It Will Help You Consider the Differences Between Marketing Channels
When you’re selecting a branding package, you’ll need to think about the different marketing channels you’ll want to use for the brand. For instance, there are vast contrasts from colour being viewed on a piece of paper (CMYK) to being viewed on a computer monitor (RGB).
Because each channel has different implications, you might want to consider including branding guidelines for your package.
- Are you using email marketing? You'll want an email template designed.
- Need to attend tradeshows? Maybe a trade show booth design could help.
- Have a lot of sales collateral? Consider designing a sales folder to hold collateral for prospective clients.
These are just a few examples of what you can add to a branding package to make sure your branding is on point.
If you know what you need upfront and what marketing channels you’re going to use, you won’t have to come back later and buy extra services. That can have a much more positive and seamless effect on how your brand is communicated.
3. Knowing What You Want Can Prevent Others from Straying Off Brand Later
Branding can take a lot of research. When your name and your logo have been created, and all of the colors have been associated with it, one thing you can think about is having branding guidelines created (if you know that that’s something you want.)
At Cyan Solutions, we provide clients with the option of creating branding guidelines. You may have other graphic designers who will work on your brand in the future. You don’t want them to get creative with your brand. Some designers might not realize how much work went into creating the brand in the first place.
If you have a branding guideline created, you’ll have explicit rules related to your brand that will prevent it from being arbitrarily changed. It’ll set the groundwork for future rebranding efforts, and will prevent your employees from going “off brand” and adding their own elements without the solid research that goes into such alterations.