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Visual Matter's expertise spans a myriad of industries and brand issues, large and small. We believe your brand is your reputation and it should be in the service of helping you achieve your strategic and financial goals.
Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean?
Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative company in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coca-Cola vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price.
Let Visual Matter walk you through the process to define Your Brand! Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
What is your company's mission?
What are the benefits and features of your products or services?
What do your customers and prospects already think of your company?
What qualities do you want them to associate with your company?
Now that we have defined what a Brand is and some of the criteria of a Brand Strategy lets focus on how Visual Matter can remove hurdles and empower the use of Brand Implementation and Distribution.
The Expansion of the Social Network Role in Decision Making
With the internet's Social Networks, friends have an even greater influence on purchase habits than before, but the trust in the community outside the brand space will only be extended to the brand if truly understood and properly incorporated into Brand Strategies. More and more consumers, with mobile connectivity and mobile devices offering ease of interaction, won’t call, text, or email, but will use social network streams to talk about brands, create personalized content, and increase brand engagement – all necessitating a deeper understanding of what drives a Brand’s category and how social network platforms play their part.
Visual Matter believes that the future will see more powerful peer-to-peer recommendations coming in the form of subject and feedback blogs – more targeted, more trusted, and more motivating than advertising, promotions, sponsorships, or celebrity endorsements. Are you ready to take full advantage of the Social Networks and your future empowerment to be at the forefront of consumer confidence?
M-Commerce (e-commerce but on a mobile device)
Handheld technology and “smarter” smartphones will increase opportunity for more mobile monetary transactions. Brands that do not facilitate small screen transactions will find consumers giving up on them. Watch for increased credit card and promotional outreach, especially if the brand can customize the small screen experience.
Apps and their impact on Brand and Brand Awareness
As a result of growing smartphone and tablet ubiquity, look for more and more apps and their effective use to create an interactive center to increase consumer engagement and brand differentiation. It’s not just about games anymore, it’s about recognition and awareness.
Engagement is the way empowered consumers do business today, period. Marketers can and should plan with engagement methods like the right platform, program, message, or experience, but out-dated awareness models will continue to be ineffective and there should be only one objective for these engagement methods: Brand Engagement.
Real Time Branding
As other brands have taught us, and consumers have learned, fragmented lifestyles and increased expectations could be better serviced by the near-instantaneous availability of products and the ability to return said products. Consumers will expect brands to respond with the click of a “Send” key, no matter in which category they compete.
Accommodating these trends will require a change in the ways companies measure, manage, and market their brands. And yes, change is often a scary proposition, but the key is focused change. And that’s always a lot easier when you have the consumer telling you exactly where to focus.
Visual Matter worked with Wells Fargo to reinforce the brand of eStore, while creating some marketing solutions to promote the brand. The solutions were a combination of print and interactive initiatives.
Sure we can! And talk about a Marketing Campaign! Our prospects LOVED it! Let Visual Matter create some buzz for your Brand!
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If you would like a free Estimate of cost to build your new brand please fill out the this form and we'll get back to you. It's that easy. No hassles!