When successful business owners need to improve underperforming brands or create new ones, they don’t just throw together a pretty logo that will look nice on a building or a t-shirt. It’s much deeper than that. Your branding must match the “position” that your offerings occupy in consumers’ minds, so long as it is a strong one.
For example, if you own a painting company with expensive services, but your work is substantially better than competitors who have lower prices, your branding should reflect that — you need to own your unique position. It’s okay to occupy that “Luxury” position if your brand is truly high-end.
Why Great Branding Is So Important
Great branding is essential for businesses that are trying to break onto the scene because, unless your company’s offerings are literally one-of-a-kind, it’s the only way consumers can distinguish two similar offerings within the same category. However, you don’t just want to stand out — your brand must resonate with the target audience as well. It has to make sense based on the consumer’s perception of the market landscape. If your brand has weak or unclear positioning compared to your competitors, you will want to reposition.
Are you the small guys who care more about customer service than larger, more lucrative corporate competitors? Own that position. Just look at Pedialyte, whose products became extremely popular among hungover college students, despite being designed for babies — and what did they do? They rolled with it. If you have bad branding or a weak position in consumers’ minds, your only chance of winning them over is if they have no other option. Your branding should say “this is how we are different, and these are our unique values.”
How Denron Sign Company Builds Brands
Denron Sign Company helps businesses improve their branding with creative logo designs and other visual elements that we print onto banners, vehicles, awnings, and more. We can simply print a copy of your existing logo, or design a completely original logo that fits your brand’s unique positioning. Not sure what your branding needs are? Give us a call — we can help.