So, you wanna build a brand, huh? Well, let’s start with this — what’s your brand’s theme song?
What’s. Your. Brand’s. Theme Song.
When you hear a good theme song, you instantly know that show. Your branding should be like that. Recognizable. Unforgettable.
Your style is your branding. That branding is how customers will remember you. Just like you remember the theme song of your favorite show.
Branding can seem like an overwhelming number of components. But if you can create a brand as recognizable as, say, the Friends theme song, you’ve got gold.
Ok, let’s stop here because you probably have a major question lingering in your mind:
My product or service is what’s most important. So, why do I need branding?
Who cares, right? If it’s a good product, it’ll stand alone. Not so fast…
There’s a chance you’re the new guy in town — or perhaps, you’re pivoting, scaling up, or entering a crowded market with a product or service you believe in.
But why should customers care when there are a dozen other companies to choose from?
The truth is, unless you’ve got a groundbreaking invention or offer a truly revolutionary service, there’s probably already a product or service out there that’s similar—or exactly—like yours.
But, fear not! Think of how many successful candle companies there are.
How can the world handle so many candle companies?!
Because all of those candle companies offer something different. It’s not about the scents.
Spoiler alert: It’s about the relationship with the customers.
That’s where good branding comes in.
Branding cohesion builds:
Recognition. Every market is saturated because of the internet. You may have a stunning product or service, but if there’s even just one similar to yours, you need to find a way to stand out.
Trust. Customers need to know what to expect from your product or service. While they like fresh additions, clients aren’t fans of shape-shifting brands. They need to know you’re reliable and that you know what you’re doing. That’s where brand consistency comes in.
Customer engagement. Once customers trust you, they’ll engage. Plus, predictability often means less friction. They’ll return because of your company’s strong foundation — and they’ll spread the word. This means company growth!
So, now you know why branding matters. Now, let’s tackle what branding is.
Let’s return to that theme song. Friends, remember?
You can hear the song in your head. You’re probably playing a little air guitar. Maybe you’re even mouthing the lyrics right now…
That’s what branding is. Recognition.
So, what makes a good brand?
Glad you asked!
Your brand’s voice. You need a consistent writing style that matches across channels and platforms. Is your company the funny friend? The cool mom?
Think of this as your “lead singer.” Who do you want to sing the theme song?
A strong visual identity. This is the design portion. How does your brand look? Anything the customer is looking at is part of this, including your logo, the color palette, typography, imagery, and website. Is the design rustic? Modern?
Basically, what genre of music is your “theme song”?
Core messaging. Your brand voice needs to say something. This is everything from headlines to taglines in this initial brand voice you’ve chosen. Strong copywriting is important, and yes, everyone can tell when you’ve turned to Chat GPT.
These are your lyrics.
Brand marketing. Ok, you’ve solidified your voice and look — so how will your brand interact with the world? Are they playfully trolling customers in TikTok comments? Are they wholesome and caring? This vibe needs to match across channels. Social, email, and out-of-home ads all need to look like they’re coming from the same company.
This is where and how we can hear your “theme song.”
The company experience. Whether this is with customer service or internal office culture, these company values are imperative for upholding your brand guidelines. Everyone needs to be on the same page about what this company stands for, from implementation to product usage.
Make sure everyone knows what the “theme song” sounds like in its final form.
If you can hit all these, you’re on your way to a memorable brand.
ICYMI: Your brand is like a song — each part contributes to the overall sound. Okay, now you’ve got the building blocks. But where do you start?
Like any musician, you need to jam to find your voice.
Nobody just sat down for the first time and played the Friends theme song.
C’mon, those claps? An iconic hook that was added later after jamming.
They played around with different variations, instruments, and words. You need to experiment, too. You gotta jam to find your brand.
So, what “instrument” are you picking up first?
Perhaps, it’s your color palette.
What colors are you drawn to and why? Starting a Pinterest or Miro board can be a great launching point. You’re making a mood board. When you pair with a marketing agency, this will help them nail down the vision you had in your mind.
A well-orchestrated brand is greater than the sum of its parts. And it’ll pay off tenfold if it’s all in harmony.
In a world full of noise, let’s make some music.
And Ashworth Creative can make it as memorable as the Friends theme song.
Need branding? Searching for a branding strategy? Look no further.
Ashworth Creative is a Poughkeepsie, NY, marketing agency that specializes in brand auditing, refreshing, and content strategy. See our portfolio here.
Contact us today to get started.
