Whether you work for a young start-up or a well-established corporation, one of the most critical pieces of your marketing strategy is branding. In fact, building a strong brand is absolutely vital in industries where competition is intense and diversified.

A brand is much more than a name, sign, symbols or other design elements. It is about what your prospective customers recognize as the key features and benefits of your product and helps them to see that your product offerings are the best fit for their needs or the best solution to their problem. Just as important, your brand also differentiates you from your competition so your customers think only of you and your company when they see your logo or read your tagline.

Good branding conveys information about your positioning, company culture, values and objectives. Consumers should intuitively understand who you are, what you do and how you do it. Your brand must deliver a clear message using consistent terminology and symbols to create an emotional connection with your target customers. Through consistency, repetition and “walking the walk,” potential customers will begin to acknowledge the uniqueness of your brand and develop specific feelings for your products and services.

Even though a brand may be globally identifiable, refreshing your company brand can help mark a new company direction or denote the entrance to a new era. A brand is never fixed or permanent; it is as varied as its company’s long and winding path to success. For example, Microsoft recently changed their logo – and made headlines because of it. By keeping the same colors but adding a new spin on their basic four windowpane design, they remain recognizable (retaining their brand identity), but their a sharper, more modern logo and font shows the world that they are still here and ready to take on the future.

If you happen to be launching a new endeavor or are looking to revitalize your brand, our team at ARTÉMIA Communications is happy and eager to help develop a brand identity that conveys your values, benefits and attitudes to your target audience with style and confidence. Contact us today and get your branding efforts off to a great start.