If a business is made up of its people, then we believe a brand tells its story. Today, we ask the question: What’s the difference between a good brand and a great one? Consistency is the answer. In this article, we tell you why…
Your brand is more than simply your logo; it is everything people see, hear, think and feel about your equine business. It is both tangible and intangible. In tangible terms, your brand is communicated in the physical touchpoints of your business.
Your logo and tagline, storefront and online shop, website and business cards all exist to communicate your brand. Every Facebook post, every advert, every email also help to tell your brand story. But, what do you risk losing if your story lacks consistency?
Every physical touchpoint of your business serves to create a connection with your customer. A consistent brand communicates who you are, what you sell and why you are a better choice than your competitors. But, beyond visuals alone, a consistent brand embodies your values.
Careless copy, mixed messages and dull design simply don’t work in the face of today’s discerning and demanding consumer. Not only are they seeking a solution to their problem, but a business that truly resonates with their values. An inconsistent brand can achieve neither.
So, how can you turn your brand from good to great? Developing some branding guidelines will assist in maintaining your brand’s unique style. Ensure everyone in your team is aware of how your logo, fonts and colours should be displayed.
However, we also urge you to consider the intangible elements of your brand. How are you communicating your message while also creating a deeper connection with your customer?
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.