If you are in the process of introducing a new product or service to the public, you have to realize that people may not recognize its merits at first. In a restaurant, for instance, you might be providing great-tasting and nutritious food, and your staff may be the friendliest and most responsive around, but because your establishment is unfamiliar and surrounded by more recognized names, people just might not bite. This is why it is important to have the right branding.
Branding is what makes up the identity of your enterprise. Do you want to come across as homey, sophisticated, laid back or health-conscious? Your brand should reflect the qualities that will attract your target market. Those traits should be seen in the name of your product, its logo, the slogans you use and even in the way it’s wrapped, or if an establishment, in its interior design.
Naturally not everyone can come up with a powerful brand name, a clever logo or appealing restaurant decor. That is why experts are available for hire. If you don’t consider yourself the creative sort, you can simply enlist the aid of a good branding agency.
How do you choose a branding agency? Here are a few guidelines:
What is their process? They should start by evaluating three areas: 1. The present state of your brand – are you launching a new product or service, or wanting to do over an existing brand? What messages does your product send out or fail to send out? 2. The competition – what are similar businesses doing and how can you stand out? 3. The target audience – who do you want to appeal to?
What exactly will you get? The results should be clear. Ideally you should be given a specific branding blueprint that addresses the areas of your branding that need work. The solution they offer should be specifically tailored to the needs of your business as established in their evaluation.
How experienced are they? Most reputable branding agencies have a website where you can find out how long they have been in the business and what their successes are, and check out a portfolio of their work.
Is there chemistry? While it might not seem that important at first, choosing an agency you are comfortable working with can prevent miscommunications and costly mistakes along the way. If you are at ease with the company, you are more likely to end up with a result that embodies the best of your vision and expectations.
A branding company whose exceptional work you might consider is Keane Brands. Whether you’re seeking restaurant consultants or an expert in coffee shop design, they have the expertise to deliver quality results.