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In the realm of digital marketing, social media stands as a colossus, influencing not only the way we communicate but also how brands are perceived by the public. With the advent of platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, the landscape of marketing has been revolutionized, offering both challenges and opportunities for businesses aiming to carve their niche in a competitive market. Top marketing agencies recognize the power of social media in shaping brand perception, leveraging these platforms to craft compelling narratives that resonate with target audiences and foster brand loyalty. This comprehensive exploration delves into the multifaceted impact of social media on brand perception, providing insights on how businesses can navigate the complexities of online reputation management to bolster their market presence.

The Transformative Power of Social Media on Brand Perception

Social media’s role in altering brand perception is multifaceted and profound. These platforms serve as a dynamic canvas for brands to articulate their identity, values, and vision through engaging content and interactive experiences. The immediacy and accessibility of social media facilitate direct communication with audiences, enabling brands to foster a sense of community and belonging among their followers. However, this direct line also means that consumers’ perceptions can be quickly influenced by both positive and negative content, making the management of a brand’s online presence a pivotal aspect of digital marketing strategies.

Crafting and Communicating Brand Identity

A consistent and authentic brand identity is crucial in capturing and retaining consumer interest. Social media offers an unparalleled platform for storytelling, allowing brands to unfold their narratives through visually appealing posts, videos, and live interactions. By consistently portraying their unique selling propositions and core values, brands can differentiate themselves in a saturated market, creating a lasting impression on their audience.

The Role of Engagement in Shaping Perceptions

Engagement on social media goes beyond mere content dissemination. It involves active listening, prompt responses to inquiries and feedback, and participation in relevant conversations. This proactive engagement demonstrates a brand’s commitment to its customers, enhancing its reputation and fostering a loyal community. Positive interactions can amplify a brand’s appeal, while negative experiences shared online can significantly damage its image.

Navigating the Challenges of Online Reputation Management

The volatile nature of social media requires brands to adopt robust strategies for managing their online reputation. The following approaches are instrumental in mitigating risks and capitalizing on the opportunities presented by these platforms:

Conclusion: Mastering the Art of Digital Perception Management

The impact of social media on brand perception is undeniable, presenting a complex landscape for businesses to navigate. By understanding the power of these platforms in shaping public perception, brands can devise strategies that not only mitigate risks but also capitalize on the immense opportunities for engagement and growth. Through proactive engagement, vigilant monitoring, authenticity, leveraging user-generated content, and adaptability, brands can master the art of digital perception management. This strategic approach not only enhances brand reputation but also sets the stage for sustained success in the digital marketplace.

In the realm of public relations (PR), storytelling transcends the conventional boundaries of communication, evolving into a powerful instrument for brands to connect with their audiences on a profound level. This narrative technique, when adeptly employed, not only enhances brand identity but also facilitates the conveyance of key messages in a manner that resonates with the human experience. This detailed exploration delves into the significance of storytelling within PR, highlighting its capacity to captivate, influence, and establish meaningful connections while also emphasizing the roles of the best PR firms and top public relations firms in mastering this art.

The Quintessence of Storytelling in Human Connection

Storytelling is ingrained in the human psyche, serving as the primary conduit for cultural, moral, and educational exchanges across generations. The strategic implementation of storytelling in PR taps into this innate preference, transforming brands from mere commercial entities into relatable protagonists in a narrative. This transformation fosters a connection that goes beyond the superficial, engaging audiences on an emotional and psychological level by echoing universal themes of ambition, adversity, and achievement.

Narratives as the Bedrock of Brand Identity

For a brand, its story is its soul. A compelling narrative not only distinguishes a brand in a saturated market but also imbues it with character and purpose. The best PR firms understand that storytelling is essential in building a robust brand identity. They craft narratives that reflect the brand’s mission, values, and the unique benefits it offers, thereby shaping the audience’s perception and emotional attachment to the brand. Through stories, abstract brand philosophies are transformed into relatable, inspiring tales of innovation, perseverance, and success.

The Role of Top Public Relations Firms in Crafting Engaging Stories

Top public relations firms excel in articulating a brand’s narrative, ensuring it aligns with its core values and resonates with its target audience. These firms leverage their expertise to identify compelling story angles, craft narratives that highlight the brand’s unique selling points, and strategically disseminate these stories across various media platforms. Their ability to weave factual information with emotional appeal is crucial in making the brand’s key messages more accessible, memorable, and impactful.

Cutting Through the Noise: Storytelling in a Digital World

The digital age has exponentially increased the volume of content available, making it challenging for brands to capture and maintain their audience’s attention. Herein lies the power of storytelling in PR. The best PR firms employ storytelling not as a mere tactic but as a strategic approach to engage audiences amid the clutter of digital information. By delivering content that is not only informative but also emotionally compelling and relatable, these firms ensure that the brand’s message is not just seen but felt and remembered.

Real-World Impact: Storytelling Success Stories

The effectiveness of storytelling in PR is best illustrated through real-world examples. Consider a technology startup that utilized storytelling to highlight its journey from a simple idea to a market-changing innovation, focusing on the challenges, breakthroughs, and the visionary behind the invention. This approach humanizes the brand, making it more relatable and inspiring to potential customers and investors.

Similarly, non-profit organizations have successfully leveraged storytelling to showcase the impact of their work, telling the stories of individuals and communities they have helped. These narratives, rich in emotion and authenticity, significantly enhance the organization’s ability to attract volunteers, donations, and support.

Strategies for Effective Storytelling in PR

Crafting a compelling brand narrative requires more than just a sequence of events; it demands authenticity, creativity, and strategic planning. The top public relations firms adopt several key strategies to ensure their storytelling efforts are successful:

Storytelling in PR is not just about conveying information; it’s about creating experiences that forge lasting connections between brands and their audiences. As the digital landscape continues to evolve, the brands that will thrive are those that recognize the value of storytelling and engage the services of the best PR firms to craft narratives that are not only heard but felt and lived by their audiences. Through the power of storytelling, brands can transcend the transactional nature of business, building a legacy of trust, loyalty, and emotional engagement that stands the test of time.

The first question we ask on our website’s homepage is, “How can we help you tell your story?” We ask this not only because of our genuine interest in our client’s background, but because we also understand how important it is for consumers to understand what a brand represents. The online landscape is crowded, and to stand out from the masses, businesses need to be able to connect with their customers on a deeper level. This deeper connection can be accomplished through authenticity.

Brands that try to grow with cheesy, overused slogans or recycled messaging that competitors have used in their space for generations are destined to fail. Instead, the modern consumer looks to do business with companies that stand for something and aren’t afraid to share their values. Today, we will examine what it takes for an authentic brand to attract and breed loyalty from a consumer base.

A brand that practices authenticity maintains a consistent voice across all marketing channels. The voice always reflects the genuine beliefs or mission statement of the brand. Typically, when a brand can pinpoint what they stand for, it can quickly pinpoint who its target market is and should be. This allows a company to disregard marketing tactics that cast a wide net and wait to see what comes back its way. Conversely, authentic brands know that their mission aligns with a particular group of people who will not only utilize their product or service, but also want to actively follow them across different channels.

An authentic brand is very similar to an authentic person. They possess essential traits like welcomeness, honesty, and consideration for the thoughts and opinions of others. In addition, authentic brands will establish trust with their audience by delivering what they promise via their marketing materials. Establishing trust with your audience creates loyal followers and customers who will return to your content or products over and over. As a result, you’ll grow a community around your brand that makes it stand out from the crowd.

The difficulty of establishing trust in the digital age is that it can easily be tarnished in an instant. With online review platforms more accessible than ever, a brand is always just a few negative reviews away from losing the trust they worked so hard to establish. This is why marketing materials must never overpromise. When a company does fail to deliver on its word, the best course of action is to take ownership of the mistake and remedy the issue as quickly and efficiently as possible. Again, reverting to authenticity and showing unhappy customers that the business cares about them can help make the best of an otherwise unfortunate situation.

Neff on Keeping a Brand Voice Authentic

Whenever an opportunity arises to personalize messaging, brands should take advantage. The most successful authentic brands will utilize conversational marketing tactics. Showing an understanding of the fact that people are busy, it can simply be more effective to get directly to the point rather than hit people over the head with technical jargon and supporting arguments. The key is to quickly establish who or what the brand represents, then support that in every piece of marketing material and every product or service provided.

It is especially great for brands to share information regarding any causes or initiatives they support openly. Local businesses can do themselves a huge service by establishing a presence in their community, as having pictures supporting a brand show up to support a cause is much more powerful than a press release that states a monetary figure donated.

Finally, while we have established that keeping a brand’s voice consistent across platforms is vital, it is important for those in need of a marketing update to consider specific platforms first. For starters, the copy on a website should reflect who a brand is and what they care about. Again, this is why we start by asking about your story, we care! And we show it with our actions for every client we partner with. The next place is across all relevant social channels. Social media platforms provide the perfect place to give consumers more background on a company’s personality and values. Finally, the team members themselves are the last piece of the puzzle. Many stagnant companies have sales reps that contradict what their website or social profiles represent. Neff partners with clients to ensure that all facets of a business are rowing the boat in the same direction. Contact our team today to learn more about the importance of authenticity in marketing.

Every individual has a brand image cultivated through interests, style, language, friends, and more. Some people actively work to maintain a specific image. Others have a brand based on how they naturally act. Either way, we all add to and modify our own brand with every decision we make. The same logic can easily be applied to businesses. The only difference is that successful brands don’t often have the luxury of not actively considering every facet that goes into their company’s persona.

One of the best parts of working with branding agencies like Neff is the excitement of launching a brand from scratch. The challenge of carving out a space in the marketplace can be daunting, but it can be incredibly rewarding when done correctly. This is why we take the time to get to know the people behind a brand to ensure that their vision can turn into a reality.

Many branding agencies understand that there is a need for consistency throughout a branding campaign, but this doesn’t mean they all successfully accomplish this feat. Consistency is the essential element in establishing credibility in a brand. To start the process, groundwork must be laid by establishing what focal product or services are being offered and who makes up the target audience for that product or service. When a target audience is identified, it is time to dive deeply into their behaviors, their problems, and how a new product or service will make their lives better. 

Identifying a target audience will also help to establish who the competitors are for a new brand’s product or service. Learning what already works well for a competitor and what does not is a great way to identify what elements should be taken and refined, as well as what elements should be downplayed. No one wants to be a copycat of their competitors, but understanding who they are and how they market themselves can significantly help a business identify its own focus and personality. Companies struggling with establishing their voice should start by testing different business slogans. When a slogan copy works, it will help shape the remainder of the branding puzzle.

As a premier logo design company in the United States, our experts understand the importance of color. Each color can represent different things when people identify them. Once a brand color is selected, a brand font should also be created. As a brand grows and marketing pieces are put in place, the consistency in color and font will help people to recognize and retain information on what that brand represents.

Once the details are sorted and the research phase is complete, our team works to create a buzz about the brand. Launching a business successfully is much easier when there’s anticipation built throughout the target audience. Our experts work to create this buzz through many different channels. For some businesses, the best route is to amplify efforts via public relations to reach as many would-be customers as possible. For others, it’s best to create a buzz on social media platforms that will continue to intensify until launch day. Others can rely on traditional billboards or print advertising. The experts at Neff identify what method will be the most effective, and then put it to work for our clients. More brands choose Neff over other marketing agencies due to our remarkable track record of producing exceptional results through individualized, flexible strategies and solutions.

If you are interested in launching a brand or learning more about the expert-level services provided by Neff, give our team a call today!

[et_pb_section][et_pb_row][et_pb_column type=”4_4″][et_pb_text]When June hits, everything turns rainbow. Ad agencies in Philadelphia and across the country help companies re-brand for pride month. Colorful logos replace profile pictures and advertising campaigns hit social media. However, a closer look at this branded holiday shows that many companies are disingenuous in their pride marketing. Your branding represents who you are, and you want it to actually mean something. Here are some ways you can embody real allyship all year long.

1. Put Your Money Where Your Mouth Is

Behind pride branding should always be real efforts for change. Make a commitment to do something concrete throughout the year, whether it be donating to an organization championing LBGTQ+ rights or using your social media platforms to speak out against harmful legislation.

2. Create an Inclusive Workplace

Good design should be inclusive. That includes making sure your agency hires diverse employees so there is representation in creation and decision-making. Ask for feedback to ensure your office is a place where everyone feels safe.

3. Look at Your Language

Be thoughtful in your copywriting. When possible, try to avoid using gendered language. Consider if your campaigns will speak to everyone. Taking the time to write inclusive copy is not just the right thing to do; it will also help your bottom line and grow your audience.

4. Partner with LGBTQ+ Influencers

Include more LGBTQ+ voices in your network of influencers. As with copy choices, this will only help to grow your audience. Diversify your social media presence and partnerships. Make sure the stories you’re telling are honest and promote allyship in an authentic way.

5. Normalize all Experiences

Representation should be present from start to finish. Ideally, you’ll have a diverse group of people making decisions as well as campaigns that speak to all kinds of people. Think beyond traditional marketing imagery. Show people of marginalized gender identities that they fit into the customer experience too.

Conclusion

This year has seen an unprecedented amount of anti-LGBTQ+ legislation, making it more important than ever to support equality. Philadelphia ad agencies have a responsibility to walk the walk, not just talk the talk. As June comes to a close, consider how you can use your platform in a socially responsible way, both in your client work as well as your own company. Your audience will know the difference.[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]

Choosing the right fonts is key to a great logo. Logo branding is essential to your business, and type is a key aspect of this. In a well-crafted brand, you may not even notice the logo typography at all. But the type you use should make an impression and represent who you are.

The Basics

There are many aspects to logo branding and typography, but the two major categories of fonts are serif and sans serif. Serifs are the small lines that look like little feet on the ends of the letters. Older, more traditional type styles have serifs. Sans serif fonts do not have these decorative details. They are more contemporary and clean looking.

Choosing the Right Logo Font

Your brand will determine the best logo typography for you. If you want your logo to have a more traditional look, serif will be the best choice. This style comes from classical typography and connotes elegance and tradition. For example, the secondary logo for Peter Zimmerman Architects is in an uppercase serif. This makes sense for their brand because the firm has a more traditional style rooted in classical elements.

The secondary logo for Peter Zimmerman Architects demonstrates the use of a serif font.

If your brand is more contemporary, a sans serif font will be a better fit. Sans serif type is more minimalist and simple. This style will feel younger and easier to read. The logo for Alarm Connections demonstrates sans serif type in action. This works for the brand because the company is newer and going for a younger feel.

The logo for Alarm Connections demonstrates the use of sans serif fonts.

Font Pairing

During the logo design stage of logo branding, it is common to see different kind of fonts paired together. You may want to use a serif font for the main wordmark and a sans serif font for the tagline, because the tagline copy is smaller and sans serif fonts are more legible. Using more detailed serif style fonts for all the copy in your logo will likely make it less readable. Pairing multiple fonts together is a standard professional approach in logo design. The logo for Harth Builders demonstrates this pairing.

The logo for Harth Builders demonstrates the pairing of serif and sans serif fonts.

Conclusion

In summary, the basics of logo branding and typography involve first selecting serif or sans serif fonts. Consider the vibe of your brand and which of these styles would be the best fit. You may also want to combine type styles if your logo includes a smaller tagline. Then you can tackle the rest of the details that will make your logo stand out such as color, spacing, and capitalization. You may not always notice fonts, but that doesn’t mean they don’t matter. Logo typography will influence a viewer’s impression of who you are at just a glance.

However, when in doubt, it’s always best to turn to the professionals. For over 30 years, the Neff team has helped businesses find their brand’s perfect logo with comprehensive logo and branding services. Whether your business is rebranding or just hoping to revitalize its logo, you can rely on our team of logo branding experts to develop a logo that will accurately reflect your brand.

When thinking about a brand you like, or you identify with you typically think of the logo they have to represent their company. A logo is a part of a brands identity and helps you easily identify a brand just by looking at their logo. Logos are the foundation for your company and its what fosters brand loyalty. Logos are supposed to

Logo Branding can really make or break your brand. You only have one chance to create a lasting impression with someone and logo branding really creates that connection with your consumer. Logos branding typically helps your brand be easily recognized and distinguished from the rest of the bunch. Even if your logo does not have your company name in it people should still be able to recognize your brand and know it’s you. A good example of this is Nike. With a simple swoosh logo Nike has been able to establish a brand with a loyal audience who knows them by their iconic logo. You want to ensure your company logo has the same long-lasting impression as one like Nike.

An overall branding plan really helps build customer loyalty and builds trust in your business. Many businesses can overlook their logo branding and don’t see the importance, but logos are essential. When creating a business, you are creating a whole brand. You want consumers to be able to identity you from the rest and have a unique logo. About 93% of purchasing decisions are made based on visual perceptions which means your branding is important. Text, color, and design are key elements of your logo branding that will help distinguish you and create brand awareness. If customers are able to connect with your logo, they are unlikely to forget about your brand. If customers remember your brand, they are more likely to want to continue supporting your business and telling others about it as well.            

Overall, logo branding is really important for you and your business and should not be taken lightly. Take your time in distinguishing yourself and creating something that is unique to your business. Even if your business is similar to someone else’s you want the logo branding to be able to easily distinguish you from the rest. Someone should look at your logo and know that it belongs to your business. Logo branding is a vital part of creating a successful business.

A brand refresh involves understanding the problems and strengths of the existing brand and analyzing how to fix them. Many businesses may not need to start from the ground up, with a complete rebrand. A brand refresh updates your system, rather than totally rebuilding it. The process leverages the existing successful elements and tweaks pieces that aren’t working.

Not sure if your brand needs a refresh? We encourage prospective clients to engage in a brand analysis to find out. As a creative marketing agency, the brand analysis is just one of the services that we offer at Neff. We use the analysis to research the current brand before beginning a refresh to decide if it is necessary. The analysis considers how the brand will function throughout an integrated marketing strategy. It helps us determine how you can benefit from a refresh.

What is a brand analysis?

In a brand analysis, we review everything from messaging, to social media, to logos and marketing materials. To begin, we seek to understand the brand’s growth over time. To do this, we collect research on how the brand is perceived.

The brand analysis process can be quite extensive to uncover actionable insights. Remember, an effective design process always begins with research. Some examples of questions we seek to answer may include:

Branding meetings seek to outline strategy before a refresh begins.

Why is foundational messaging crucial to your brand refresh?

Your brand messaging begins with a purpose, values, and mission. Before designing, we make sure these are clearly defined and speak effectively to your target audience. Brand strategy is a critical step to justify any decisions made later in the refresh process.

What’s in an identity system?

Looking at the big picture, your identity system is a visual representation of who you are. Your messaging works hand in hand with these visuals to represent your brand. You need a logo that stands out and stands for you. Your logo also has to be responsive, with versions for different applications that will be able to read at small and large sizes.

A responsive logo system for our client Make the World Better provides options for a flexible identity.
Our brand identity for Make the World Better, a non-profit spearheaded by the former Eagles player Conor Barwin, illustrates the different versions of the logo from the full primary mark all the way down to just the icon.

Why is color important?

Your color palette is one of the key ways to convey emotion. What is the main color that you’re using, and how does it make a viewer feel? Where else is that color used? How unique is it? The brand analysis will evaluate whether this is effective and outline a course for improvement during the refresh.

How do we use typography?

Typography is another way to identify your brand. We might suggest a sans-serif typeface for a more modern look, a serif typeface for a more traditional look, or a combination of the two. During the brand analysis, we look at your typography choices and how information is organized. During the refresh process, we may update your type systems and outline the dos and don’ts for your brand.

Color and typography standards are outlined in a brand guidelines document.
A page from the brand guidelines we designed for McCann to outline how their color palette works together to maintain accessibility across devices.

What makes a successful corporate identity?

Your corporate identity is the visual system that defines your brand. First, we typically begin with a business card, letterhead, and envelope to establish a system, before moving on to other materials. All of this collateral should work together as a cohesive group. For instance, a unified look and feel will contribute to a memorable and effective brand. Our brand analysis will look at your current corporate identity to see what is working and what is missing. As a result, we can fill in the gaps during a refresh.

A corporate identity suite consists of your brand's marketing applications.
You can see an example of Corporate Identity in practice in our recent branding for McCann. The same visual system is applied to the business card, letterhead, and envelope. The look of each is varied, using different versions of the logo and color palette, while still tying into the main brand.

Why do we include guidelines in your brand refresh?

Lastly, we will communicate standards for how your brand elements should be used moving forward. Whether you have an in-house marketing department, or use outside vendors, your brand guidelines are crucial to maintain organization and consistency. These guidelines are arguably the most important part of the process. Without structured implementation, you will not see the maximum value from the brand refresh.

Conclusion

As one of the top three advertising agencies in Philadelphia, Neff leverages integrated marketing strategies to promote your brand. But to get the most value for your advertising investment, it is important to have a strong brand identity. This is where a brand refresh can help! In conclusion, a brand refresh can help you differentiate from your competition and effectively use your marketing budget.

What’s brand messaging? It’s all about finding the right way to communicate with your audience. Your messaging is an ambassador of your brand. Help customers understand what makes you unique. Most people agree that it’s a good idea for brands to tell their stories, but less people think they do so effectively. To give you a window into our process, here are some of the things we break down in a brand analysis.

How to Craft Foundational Brand Messaging

How do you communicate your brand as part of an integrated marketing approach? Many brands tell customers who they are, what they do, how they do it — in that order. We recommend a different approach to messaging. Lead with your purpose: why you exist. Follow up with your values, then your mission. This is the most compelling and relatable sequence to communicate information.

What type of story should your brand tell? Make sure to connect with your target audience on an emotional level to establish a connection, then tell them what you offer.

In most industries, customers are compelled to make a purchase based on how you think. This can have more influence than the quality of the product or the price point it’s offered at. Teach customers to think like you, and they will become advocates of your brand. This is the power of brand messaging.

Define Your Purpose, Values, and Mission

1. Purpose

A brand purpose declares why you exist. Here’s a hint: it’s not to create profit. Profit is always a result, not a driver. Your purpose is a belief. It’s a big idea that can be clearly communicated. For example, people deserve to be more physically fit, or to feel comfortable in their home. A brand purpose has the power to inspire people through messaging.

2. Values

People have values, and brands should have them too. Values, or principles, describe how you act and interact. This not only applies to customer interaction, but to our global society. Your audience can have a reasonable expectation of how your brand will handle any situation based on your values. This helps to humanize the brand. Some examples of values include transparency, agility, or innovation. Brand values should be reflected in your messaging.

3. Mission

It describes what you do. Mission statements present an ambitious, but achievable position that acknowledges your industry and the services you provide. For example, a mission statement could include having the most user-friendly technology, or being the most respected car company in the USA. Mission statements have the power to inspire confidence in your ability to perform specific tasks.

What’s the Next Step Towards Appealing Brand Messaging?

How will you know if your brand messaging is effective? Conduct a thorough brand analysis, including the entire integrated strategy. Using both internal and external sources, collect a set of data to inform your perspective. This could include customer focus groups, sales records, employee surveys, and more. The scope of your investigation should correspond to the size of your company and brand goals. This involves considering not only what you say and how you say it, but how your brand looks as well.

We recommend contacting an expert on strategy and brand messaging. While this work can be done in-house, we see greater benefits by connecting with a branding agency outside your organization. It is important to get a fresh opinion. This is a time when first-impressions can actually hold a lot of weight! As one of the top three advertising agencies in Philadelphia, Neff is prepared to provide expert advice on branding and strategy.

Your brand is more than just a logo. It’s the entire integrated experience that tells the story of who you are and what you stand for. Your brand is not any one thing –– it’s your culture, your content, your marketing, and your team. In 2020, make it a goal to build your brand using an integrated strategy.

You want to make a meaningful, positive impression. Therefore, your brand should establish an emotional connection and build trust with your target audience, generating new customers and affirming your relationship with current ones. You should have a distinct look that sets you apart as well as messaging that shares your mission and your unique voice.

Working with an agency can help guide you through the branding process. As a top marketing agency in Philadelphia, Neff leverages integrated services to tell brand stories from all angles. Consider what you might need and how you like to collaborate when choosing an agency partner.

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1. What is your brand’s personality?

You can think of a brand like a person with specific characteristics. For instance, your brand personality is the unique qualities that make you different than other brands and appealing to your target audience. Are you funny? Sophisticated? Adventurous? Your brand personality will help to create a personal connection with prospective customers.

2. What problem does your product/service/idea solve?

Consider what service you offer and why. Your brand should communicate what you do, so it’s crucial to have a clear understanding of the problem you solve. For instance, do you offer a product that meets a specific need, or a more intangible service like peace of mind? When prospective customers view your marketing media, they should understand your value right away.

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3. Who is your ideal customer?

Your brand is a conversation with your target audience. In order to make sure you’re reaching the right people, take some time to consider who they are. One way is to develop buyer persona profiles to reference when building your identity. Creating buyer personas is just one part of Neff’s extensive brand audit process. Pinpointing the user will help you tailor your messaging accordingly.

4. What sets you apart from your competitors?

Understanding your competitors will ensure that you know how to stand out in your market. What do you offer that they don’t? Why should a prospective client choose you? The answer to this will directly inform your visual identity, which will serve to remind your audience of your added value. Your strategy will communicate these unique characteristics.

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So, what’s next? — Build your brand using an integrated strategy

After considering your brand personality, target audience, and unique selling propostion, you need to use this information to build and promote a brand. It’s crucial to have a well thought out strategy because the quality of your brand represents the quality of your business.

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You’ll want to create a visual identity and corresponding messaging in a clear design system. This system needs to be flexible and scalable across platforms and audiences. Leverage other services as needed in your brand strategy. Partnering with an integrated agency where you can get everything you need in one place can save you time, money, and effort.

Video and social media are dynamic storytelling tools that are a great way to connect with your audience. You can also use PR to spread brand awareness and thought leadership in relevant markets. Whatever tools you end up using in your marketing strategy, make sure that you’re connecting emotionally with your audience. Be authentic, and create a brand that accurately represents who you are.