In construction, a strong foundation is built in layers: sand, gravel, steel and concrete.
Your brand foundation is no different. Skimp on any of the ingredients — strategy, messaging, visual identity or people — and your brand is likely to be weak and unstable.
4 Basic Levels for Building Your Foundation
- Strategy — Is the vision, clearly stated, that explains how your business will attract customers and talented employees. How are you different? What powerful need do you fill in the marketplace? Strategy provides answers. A good strategy makes everything else easier.
- Messaging — These are the words you use when you write and talk about your company and its services. The ideas and tone they convey should come directly from the strategy. It must be easy to understand, relevant to your potential clients and believable.
- Visual Identity — Your visual identity comprises all of the visual components of your brand, including colour, shapes, images, typography, and layout. A brand’s visual tone and attitude should align with the strategy. The visual identity can create a strong emotional reaction. Potential clients will be attracted to your company even if they can’t articulate why.
- People — In a professional services company your people are your product. How they behave has a profound impact on your brand. Selecting the right people is important, but guiding them through all the day-by-day and hour-by-hour decisions they make is the key. A strong brand can help employees understand what is expected of them.
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