More Than Skin Deep
Branding is about far more than making something look good. Although we’re very talented at creating eye-catching visuals, we know that creating a brand goes beyond outward appearances. It’s communication that shapes your brand’s message, authenticity, and differentiation. If you’re not saying something, you’re just a pretty face.
Seeking a Connection
For a brand to truly connect with its customer base, they need to create a relationship with them. According to a recent statistic published in the Harvard Business Review, 64% of consumers stated that their primary reason for establishing a relationship with a brand is the shared values between them. We seek out products and services that share our beliefs and interests, and become loyal to those whose actions mimic our own.
Effective verbal communication helps your brand to stand out from competitors. By articulating your brand’s unique qualities and highlighting the benefits of your products or services, you can create a distinct position in the market. This differentiation is essential for attracting customers and building brand loyalty.
Of course, what you’re saying needs to be true! Consumers value authenticity and transparency in brands. What you say plays a significant role in establishing trust and credibility, and by delivering consistent messages that align with your actions and values, you build a trustworthy relationship with your audience. Authentic communication can foster loyalty and long-term relationships with customers.
This doesn’t mean that looks count for nothing. Quite the opposite. While verbal communication is essential, the visual aspects of branding – the logo, colour palette, typography, and overall design aesthetics – speak volumes too. Visual elements create an immediate impact and help in brand recognition. They convey a brand’s personality, evoke emotions, and differentiate it from competitors. Consistent visual branding across various channels helps reinforce the brand’s identity and enhances its recall value.
Keeping up Appearances
Our brains are wired to lap up visual imagery, and often respond to it faster than written messages. So if you don’t get the visuals right, you might have blown your chance.
Maintain Integrity at all times
Great brands know that these two elements need to work together. If there is a disconnect between what you say and what you look like, it can confuse customers and erode trust.
Talk to Toast today
If you want to discuss your branding requirements with us and how best to deliver them, talk to us today about the various ways we can help you and your brand on 01295 266644, or fill in our contact form, and we will be in touch.