Companies with successful branding have many things in common, but there are a few things that we can always point out about them. At Twelve12, we understand how important is for you to have a successful brand and we want to help you with some pointers from our branding team in Orange County.
All over the world, we see brands: everything has a brand, even generic brands have a brand and a branding strategy. So, what makes a brand successful?
One of the biggest mistakes is to just think about a logo. A logo may be something that you personally aspire to reach, or that you find cute or elegant or any other adjective that you might be drawn to. That doesn’t necessarily mean that it goes well with a brand.
A few days ago, a good friend called me. She wants to become an independent insurance representative. She has been working for years with this huge insurance company and asked me about a logo; she wanted something with pink and gold and a very feminine type of image. As I was asking about the type of customers that she usually provides service to, it turned out that were mostly men with executive jobs – very serious people.
Now, that choice of colors, although pretty, will not help her develop her own brand to appeal to that demographic. In this particular case, because of the products that are offered and the market segment, the best choice would be dark solid colors, such as blue, green, or deep red. I wouldn’t use gold, silver, or black, because studies show that those colors are perceived as expensive, while dark, solid colors are perceived as trustworthy, serious, and professional. Think about banks, for example: check their colors, then look at the most expensive products – and you will see what I mean.
A very important thing to keep in mind is connection with the customer. Things have changed in the past few decades, but there are still a lot of entrepreneurs and business owners who believe that to build up a brand, they just have to tell people what to think. This is a very wrong approach. You should be able to communicate through every channel you can to convey what your company stands for. People want to feel connected with you and your products and be part of something meaningful to them.
If you want to know more about what you can do for your branding in Orange County, give us a call today as, at Twelve12, we have what you have been looking for making your brand a success.