Tell the World Who You Are and Who You Want to Be.

 

Your brand identity is the emotional bond between you and your customer. It is not something you can control but rather influence. As brand marketing strategists, we help organizations package truths about themselves that are digestible and attractive to current and future customers.

 

Brand marketing involves research requiring organizations to self-reflect, and to ask, who are we, who do we want to be, and who do our clients need us to be? This allows your organization to build a brand platform that is authentic and intentional. Your brand platform provides a foundation for telling your story and creating a meaningful connection with consumers and your employees.

 

Valve+Meter can help blend performance marketing and brand marketing to ensure that your marketing program is scalable, profitable, and fits with your company’s mission.

 
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Brand Identity

Your visual identity extends beyond the logo. Colors, font, the photography, or graphic treatment and even the paper you select for sales collateral impacts your visual identity. The way you package and promote your brand marketing identity determines how memorable you are in the minds of consumers. The goal is to leave an impression with consumers, so when they are ready to buy, you are top of mind.

brand identity development process

Brand Message

Your brand message has to convey to the world what you’re all about. Tell them what they can expect and why you are different from the competition. It should also encompass your vision, mission, and core values.

 

Essentially, it’s your promise or symbolic contract with the customer. It’s a vital component of any great brand marketing strategy. Make it a good one.

brand messaging development

Brand Collateral

Brochures

These printed pieces remain a trusted mechanism for sharing your brand and providing a tangible piece to share and experience multiple touches.

Business Cards

Business cards remain an opportunity to share your brand’s personality in a compact way. Help connect your employees with your brand.

Sales Enablement

Your customers may use both online and hard copy references for technical specs and more. They will provide lift if used correctly.

Promotional

If you participate in trade shows or other events, fun promo items are standard. Get creative - what will the recipients actually keep?

Infographics

Consistent color schemes and fonts can establish your brand in the social media universe. Be consistent across all your channels.

Signage

Where are your subjects? Signage goes beyond your “shingle.” It’s outdoor billboard, bus and truck wraps, and screens.

Brand Standards

This doesn’t have to be an advanced brand marketing maneuver or exclusively for big corporations. Think of brand standards as the “glue” holding your brand together while protecting your identity. Ever worked with multiple representatives from the same company? What if they showed up in your interactions wearing various uniforms? What if each one had created his or her own business card? If you were quizzed on the persona or image of your company, are you confident your entire team would provide the same answer?

 

When you determine brand standards for your company or organization, you’re communicating a uniform presentation of your logo, colors, fonts, graphic/photo style and messaging. We can assist you develop this unified front.

brand standards guide

Brand Equity

When your branding is consistent over time, you’ll achieve brand equity. Your brand will “mean something,” whether a perception of quality or emotional connection. The stronger this equity, the higher its value is perceived. To stay relevant, brands must evolve to reflect the needs and expectations of the consumer – and do so with minimal loss in brand equity.

brand equity strategy

Defining Your Brand

It may feel overwhelming at first, but defining your brand is an endeavor of your business’ self discovery. If you have a corporate mission, revisit it. Does it still feel accurate? It may have been written in an era of b-school buzz words. Does it truly represent you? More importantly, is it relevant to the consumer?

 

Research is critical to your brand marketing strategy. Understanding your audience’s needs, wants and habits is foundational in establishing your brand platform. Not listening to your audience is a risk. Customers and employees can be two of your greatest research pools. Ask them what makes you special and why you can be trusted. Be sure to ask where the current gaps are too. A successful brand is always working on creating alignment between how it looks on the outside, how it operates on the inside, and what their audience truly needs.

brand definition