What are the first things that come to mind when your customers think about your business?
Why do they trust you?
What really sets you apart – and is it obvious to everyone who interacts with your brand?
These questions reveal a lot about your brand experience. If the answers aren’t obvious to you, you can’t expect your customers to know why they should choose you over your competition.
In an age where buyers have more options than ever before, defining your brand is your most fundamental mission as a business. It’s not something you can outsource, but it shouldn’t be entirely on your team’s shoulders, either.
A brand experience agency can bring a valuable new perspective and the benefit of having gone through this exercise many times before. They know what’s going on in brand development and how to create a strategy that communicates your brand to the world.
Here’s a look at what the best branding agencies should accomplish.
What does a brand experience agency do?
1. Help you define your unique selling proposition
The the most valuable brands in the world all have a clearly defined statement that communicates their value to the world.
For Amazon, it comes down to lower prices, better selection, and greater convenience.
For Samsungis to create products and services that give the best satisfaction to customers.
Adobe is changing the world through digital experiences – and innovations like PDFs and Photoshop are now an integral part of it.
Your unique selling proposition sits between your business mission and your most important differentiators.
You might already have a good idea of what it is, but maybe you’ve never put it in writing. A brand experience agency can help you narrow it down and make sure it’s evident on your homepage, social media presence, and wherever your business is.
2. Define the voice and identity of your brand
A cohesive brand voice and branded visual identity make your business easily recognizable anywhere.
If your brand was a celebrity, would it look like LeBron James? Amy Schumer? Nick Offerman? Neil deGrasse Tyson?
It’s not about which celebrity you personally prefer or want to have as your spokesperson. This is the tone that resonates the most with your customers and prospects.
Are they engineers who want straightforward, data-driven factual information?
Or are they creatives who appreciate clever puns and good storytelling?
What websites do they often visit? Which podcasts grab their attention? What hashtags do they use on social media?
In addition to chatting with your customers, you can find information like this using market research and audience intelligence tools like SparkToro.
Another important aspect of your brand identity is the logo design and colors of your company. Think about the emotions you want to evoke when someone first visits your website. Do you want them to feel calm and reassured? Excited? Plot?
A brand experience marketing agency can help you develop branding guidelines for your voice and visual identity. This ensures that everyone who is a part of your marketing efforts knows what is expected so that your audience has a consistent experience every time they engage with your brand.
3. Update your brand’s assets
Your website is one of your brand’s most recognizable assets. If you take the time to define or refine your brand identity, you will need to update your website as well.
It could be simple messaging updates or a complete website redesign, depending on how your branding evolves.
If you are embarking on a website design project, you will need the support of an experienced team that includes a copywriter, designer and user experience expert, technologist, and dedicated developer.
Other brand assets to update include:
- Product images
- Sell decks and sell sheets
- Case studies
- Mobile app
- Trade fair banners
- Direct mail
- Social media profile pictures
Even if you have a strong internal marketing team, you might need some extra support to handle everything.
Once these updates have been made, it is a good idea to keep them in a central digital asset management platform like BrandFolder and share it across your organization.
This way everyone from your sales and marketing teams to your CEO always has access to the most up-to-date resources (no more excuses for using DIY screenshots and graphics on sales boards. !).
4. Develop a brand strategy
Your brand identity is starting to take shape. You are excited to share your new look and new personality with the world, but you need to do it strategically.
Telling everyone to check out your new website won’t do much if people haven’t engaged enough with your brand to get to know you.
To grab the attention of people who haven’t heard from you yet, you need a branding strategy. This will likely involve paid advertisements.
Try These 10 Best Paid Media Strategies.
You will also need to create your own content, including blogs, videos, and social media posts.
You can even consider acquired media. If your business is solving a problem for the world in innovative ways, consider building relationships with journalists who might be interested in covering it.
Exploring trade publications, virtual conferences, or partnership opportunities with other brands whose mission complements yours are other ways to build brand awareness.
Of course, producing all of this takes time and effort – this is where a digital marketing agency can help.
Find out what a brand experience agency can do for you
In addition to helping you establish your brand identity, the team at Kuno Creative can design the brand assets you need to become well known to your target audience.
Our services include brand development, website strategy, video marketing, personalized content, SEO, social media strategy and paid media.
As the customer journey evolves online, as businesses rethink in-person meetings and events, there has never been a more important time to establish your digital brand identity. Take the first step today by scheduling a consultation with us.