YourBusinessWithJamesCaan2016 - 168

Why branding
still matters

To develop your business
further, brand awareness is
vital and helps you stand
out from the crowd

W

hether you're targeting
businesses or consumers
your brand needs to stand out
from your competitors, but how do you
create a memorable brand and stay at
the forefront of people's minds?
Building a successful and memorable brand
takes dedication. A brand is more than a logo
or a graphic icon; it is about a consistent
experience time after time, creating as much
of an emotional connection as a logical one. It
is a visual shortcut to a range of emotions that
inform an individual about a specific business
and what they stand for.
Brands are built on a customer promise which
you then have to deliver. Competing brands can
elicit very different feelings.

Natural lifecycle
Whether you're launching a new brand or
evolving an existing identity, there is a natural
lifecycle to the development process. Brands are
not built overnight, rather they grow through
following a plan involving all key stakeholders
buying in to the brand strategy.
Brands consist of the story behind the brand,
values, key messages and a brand positioning
statement, which must all be considered in the
creation of its visual representation.
Brands should have personalities and
build relationships with their target market,
encouraging audiences to take ownership,
advocate and share their passion for the brand.
Many businesses have had an existing brand
for a number of years, but they were developed
as a result of the need for a logo at the point of
starting up, and weren't initially built on the basis
of an actual brand strategy. As a company grows
or changes direction, or new entrants impact

C A S E S T U DY

'ITS R E VOLUTIONISED OUR BUSINESS'
PDP is extremely experienced and passionate in its own field, partnering organisations
that are looking to enhance its staff and clients' ability to achieve goals. The company
wanted not just to be known for their excellent work with local authorities and youth
groups, but to demonstrate credibility in the business market.
It was looking to develop its business to be more commercial and asked Bare Bones
Marketing to build a marketing strategy with brand values, key messages and a
marketing plan. It did this and followed up with a new website and email marketing
campaign to raise PDP's profile. Bare Bones Marketing's aim was to put PDP in a position
to enter a new market and license one of its new products.
PDP CEO Paul Oginsky says: 'Bare Bones Marketing far exceeded our expectations. It is
creative, insightful and willing to go the extra mile for us. It is no exaggeration to say it
has revolutionised our business.'
Now PDP has expanded into a new market and is enjoying a new income stream.



YourBusinessWithJamesCaan2016

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