Building Brand Awareness Requires a Consistent Brand Experience
Building brand awareness is one of the cornerstones of successful marketing. Print It Plus has the expertise to help you and your company create and market your brand. We know that building a powerful, long-lasting brand starts with a consistent core strength, mission and values of your company, not your logo. Your logo as it is important to represent your brand but, it is only a small part of the way your company is viewed by customers. Your mission and value have to be driven by your brand and from everyone in your organization. When you analyze it, the your brand is actually more of a feeling than an object.
Only once your brand is established and visible should you add all of your marketing materials, logos, website, vehicles, advertisements, and clothing. You should view these items as enforcing your brand; they do not make your brand.
You want people to see you as the trusted leader and experienced knowledge base in your industry that you know you are. Therefore, every message you put out into the world -- whether it is direct contact, email, marketing materials, etc. -- must reinforce that core ideal. Your goal is to create a consistent brand experience across every marketing channel.
To illustrate just how important a consistent brand experience is, take a look at a company that has mastered it: Apple. Apple is notorious for the strength of its brand. Say what you will about its products and services, but you can't argue with the fact that when that shiny white "Apple" logo appears on a computer, portable music player, or advertisement on television, a very clear image of what that logo represents pops into your mind almost immediately.
The major theme of Apple's company over the years has been simplicity. The lengths to which the company has gone in its effort to reinforce that concept are actually quite astounding. Apple has long been lauded for its television commercials. Instead of relying on flashy graphics, loud music, and other tropes typical of traditional television advertising, Apple displays key products on stark white backgrounds with a basic music track not unlike what you would hear in an elevator. In a word, the ads are incredibly simple, just like the products themselves.
If you take a look at Apple's website, it's almost like one of the company's television commercials brought to life. The website features a stark white background and large, simplistic lettering. The products themselves are clearly the emphasis. Simplicity rears its head yet again.
This extends even to the print marketing materials that come packaged in the box along with Apple's products. Instead of the extensive user manual that accompanies most products, you get a short and painfully straightforward pamphlet with basic tips on how to get started using the device you just bought. The only other item in the box (accessories notwithstanding) is a sticker with the Apple logo. Simple, simple, simple.
Apple succeeds because every last bit of marketing it puts out into the world harkens back to that core message of simplicity. The avenues it uses to communicate that message may change, but the look, feel, and emotion behind the message remains the same.
This isn't a phenomenon unique to Apple. If you think of the biggest companies in the world (or even the most successful businesses in your area), the one thing they all have in common regardless of industry is the consistent brand experience they deliver. By focusing on your own marketing message and clearly communicating it in a straightforward and consistent manner across all marketing avenues, you, too, can build awareness and create the same type of consistent brand experience for your company.
When it comes to building your brand, partnering with Print It Plus ensures that you will build it the right way – making it stand the test of time. Come to Print It Plus for the experienced, personalized service you desire, and where you can be confident that we will help you make your brand stand out from your competitors, and make the right type of lasting impression that will help get you grow your business.