Branding and Rebranding

J-n-K LogoThe American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. J-n-K Services can help you with this.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.

When I speak about branding it’s not uncommon for people to mistake their logo as their “branding”. Your logo is only one piece of your branding strategy. Your logo is a symbol that can provide consumers with instant and powerful brand recognition of your business and the services or products that you offer.

Before beginning the process of logo creation be sure that you have developed your brand strategy. Why? Your logo is like a small ad for your company, without the strategy behind it a logo can put across the wrong message and in return weaken your strategy. You want to keep your brand message consistent to help increase consumer recognition.

How do you know when you are ready to move to the process of having your logo created?

  • The mission of your logo is to portray the values and goals of your company. Make sure that these are clearly established before venturing out to find a logo designer.
  • Be clear about the message you want your brand to convey so that your logo can clearly reflect that message. You must have a strong association between your brand and your logo. Remember it is only one piece of your branding strategy.
  • Your logo should reflect professionalism and growth no matter how small your company is.
  • If you are designing your logo in-house to save money be sure to market-test your efforts.
  • Make sure that the logo you select is not dated but can be used effectively year after year. Keep in mind it is how consumers will recognize your company.

The conclusion of the role your logo plays in your branding strategy can be summed up in the following statement.

Confident branding and a strong branding strategy uses design to communicate a message that attracts the target audience that you want to attract – a message that creates confidence in your brand while differentiating between you and your competitors. Does your logo fulfill this mission? If your answer is no it may be time to consider strengthening your brand strategy and looking at a new logo to re-position your company and call J-n-K Services to help you with your “branding” or “re-branding” of your company!

Take a look at the logos we have created! http://www.jnkservices.com/#!portraits/c199t.  These were designed by our in-house Graphic Designer Alan DeRosayro.  Alan is a fantasitic designer with over 15 years of design experience.

Give us a call so we can help you with your Logo design needs at (818) 505-8155

 

This entry was posted in Blog. Bookmark the permalink.