The importance of Branding
Branding is seen as a way to build a strong relationship with consumers. It is your promise to your consumer. When consumers feel emotionally engaged with your brand, this delivers tangeable income and profit.
It tells them what they can expect from your products and, over time, aims to build emotional connections with them. In today’s competitive markets, it is clear that you need to build a strong brand image through very professionally designed and worded marketing materials to survive and prosper. We brand companies and products to help them be remembered and preferred by customer/consumers and to bring alive the differences from the competition. Branding is a long-term task which can deliver long-term benefits. Is it a mistake to think of your brand as merely a logo, or a colour, or a product. It’s the sum of the connections with your customers, partners and employees on a daily basis. Creating brand loyalty and raising profile takes constant nurturing, regular communication and innovation in a changing market. The journey to producing a powerful brand begins with creating a brand strategy that gives you competitive differentiation and which cohesively integrates your values and builds affinity with your target audience
Positioning & Perception
Unless you are fortunate enough to have an exceptionally unique product or service, the perceived quality and positioning of your company/brand image may be your only source of competitive advantage in your market. In today’s marketplace, the mere perception of what your product or service can do is very important. It is the brand that can form and maintain your reputation and can reflect your customer’s experience of your company. A brand can be defined as a unique and identifiable sign that exists to differentiate competing products or services. The brand has both a physical and an emotional trigger that aims to create a relationship between the customers and the product or service. Consistent communication with the target audience can foster this relationship.
In most cases, we would advise that we undertake a brand audit of our clients existing brand image and marketing collateral, to get a clearer picture of it’s strengths and weaknesses, as it may be perceived by the target market. We would normally review any available research done independently by client and we can undertake other research including; retail store visits, in-store product and price audits (retail products), explore category and consumer information, prepare SWOTS etc. We would also compare the strengths and weaknesses of the Key Player competitor products/services from any available information, before taking all the information and building a clear and structured brand positioning/brand values with feedback and input from core team. This process is recommended before we begin any of the actual creative design work/marketing activity.
Given our 20 years + working with top Irish and international brands, we have consistently proven that we are a valuable strategic asset to our clients marketing and business objectives, providing a significant advantage over many of our competitors.
Brand Naming Service
There is one reason to contemplate changing a company name: if you can make more money by doing it. This decision is not taken lightly and Artefact will guide you through the naming and decision process. The are distinct advantages to having a professional brand naming company handle the naming of your business or product naming. Great names are the cheapest form of marketing. Word-of-mouth communicates brand ideas more efficiently than any advertising campaign. With over 12-years of naming experience, brand naming specialists within Artefact understand how communicate your branding strategy through a memorable name.
As part of our naming services, we screen all names against potential trademark conflicts, domain names searches, before presenting recommendations to clients.