5 Brand Personality Questions Every Business Should Be Able to Answer
Dallas-Fort Worth, Texas – Shaping and maintaining a brand is an ongoing process for every business, even if they already have a branding agency on retainer. When it comes to branding, there are almost no wrong answers, as long as they are true to the company and service it provides. Some businesses are progressive and casual. Others are established and highly professional. The key to a successful branding campaign is to asses where the company lies in the spectrum, and then take creative measures to present that image in a new and captivating way.
1. What exactly is a brand personality?
A brand is the experience that a consumer has with a company. In a broad view, it is the feelings or thoughts that a company wants to evoke, such as reliable or quality. In the details, it is made of components such as a solid logo design, certain company colors, a specific typeface, key phrases or taglines, benefits of using the company, promises to the customer, and overall graphic layout. In order to design a brand, it is important to fist identify the brand personality. With so many options, it can be helpful to hire a branding agency to help with this intricate and involved area of development.
2. How well does the current brand represent the company?
A branding agency can help provide various assessments and self evaluation lists to see just where the company’s current brand is and is not working. The process usually consists of conducting polls and audits to see how well current methods stand up in the market place. Even successful companies with well established brands should take time to assess their brand periodically, so that their image stays fresh and relevant. Brands can also be adjusted to coincide with the launch of new products or service lines.
3. How can branding help the bottom line?
In business, everything is about profitability. If something doesn’t have a direct link to the financial success of the company, it probably isn’t worth doing. Branding helps drive revenue in a few ways. First, it gives a clear picture of the company. With that image, all marketing efforts can be streamlined and targeted to its best customer. Branding can also help make a business stand out from its competitors by making its personality shine, so it isn’t just another option in the phone book.
4. Who should my branding speak to?
The benefit of developing and promoting a brand image is to have more efficient marketing and, in tern, to increase sales. The brand image is what the company looks like, but in order to fine tune that image, there must first be an established audience. Determine the ideal customer, what they need, and how the company fills that need. Sometimes it is easier to actually create a persona that includes all traits to keep in mind, including age, education level, gender, lifestyle, employment, and needs. A branding agency can help tailor the brand to attract and speak to that persona.
5. Does this brand image consider the future of the company?
For those forward thinkers, a brand can represent what the company should be or what leadership would like it to become. Goals will never be achieved without taking the first step. Laying the groundwork for future growth is just as important with the brand image as it is with logistics. If a company would like to alter their image, improve their quality, or increase production or sales volume, then rebranding could be a great step to help promote the ideas and attract new business through a redesign of crafted and targeted verbal and visual communication.
If you would like to learn more about a branding agency, contact Creative Options.