How Can Branding Effectively Drive Sales?

Did you know, branding is one of the most integral part of any marketing strategy? 

This article will guide you through the twists and turns and help you navigate through what can be a maze of marketing. 

First and foremost, we need to define what branding is and how branding is used as a tool to your advantage. 

The definition of branding as per Merriam-Webster “the promoting of a product or service by identifying it with a particular brand.”

Simply put, your brand is a promise to your customer, it tells them what to expect when buying your product or service, and it differentiates you from your competitors. 

Your brand is YOUR story, it should tell your customers who, what, when, where and how you work and it needs to be communicated visually and verbally through your branding. 

Strong branding can lead to rich brand equity, a prominent example of this is Coca-Cola; consumers know the brand, and they know their story justifying their quality and value. 

Your brand should include:

• A great logo that represents your company and is easily recognisable. 
• A great tagline that should be memorable.
• Integrated branding extends to every aspect of your business and will foster further brand loyalty. 
• Incorporating designs and templates to create brand standards for all your marketing material such as colour schemes, typography, logo placements, emails, banners, business cards &  offices. 
• Finally, the consistency and continuity of your branding should be easily identifiable throughout your company. 

As already outlined the importance of marrying your branding to your company’s ethics/products is an extension of the marriage between you and your consumer. 

This brings us onto driving sales and building equity; here are some examples of great branding that have risen to become household names. 

McDonald’s: Probably the most distinctive and recognisable logo known, to the point where the nickname “golden arches” is probably more widely known as the brand name itself. The creative use of the golden arches to create the “M” in Mcdonald’s is simple, but a stroke of marketing genius, something the McDonald’s brothers envisioned with their first drive-through restaurant even before franchising. “I’m Lovin’ It” is a tagline created by Justin Timberlake that  McDonald’s introduced into their ad campaign.

Apple Inc.: One of the most known, iconic brands today, Apple Inc. is another example of simplicity with a message. There are many myths surrounding the origins of this logo, from a tribute being paid to Alan Turing (father of modern-day computer) to Steve Jobs himself and his love for McIntosh apples. It is said that Steve Jobs’ worked in an orchard when he was a boy and decided to name the brand after his favourite type of apple, there is a more personal touch and a ring of truth surrounding this story. “Think Different” is a tagline that speaks to the ethic of the company and how they innovate and strive to think differently to the competitive market.

Nike: Nike just goes to show that a simple tick can be distinct and recognisable, the “swoosh” (as it is known) demonstrates motion. Being the king of athletics sports-wear and footwear, the emphasis on motion ties in completely with their ethics and products, “Just Do It” is a tagline that inspires motivation and confidence in its consumer. 

So these are the key points on why branding and marketing have a huge influence on your success. Pikoli is the leading brand consultant implementing all strategies discussed in this article and much more, we deliver your marketing needs to every standard. Our highly experienced and creative design team will help you craft a bespoke logo that will represent your company and will translate effectively to your consumer. 

About This Author

Pikoli http://www.pikoli.in/ Pikoli | Next Generation Design Agency Joined: September 6th, 2020