Why your Company Needs a Branding Strategy (and Not just a Logo)
Path & Compass is a boutique marketing and strategy firm with an intentional & holistic approach. We serve small businesses, specializing in wedding, event & hospitality businesses, wellness professionals, creative entrepreneurs and artists. Services including website design, branding & logo design, content marketing, SEO services, business coaching, sales training, graphic design, budgeting, goal setting and thoughtful growth.
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Why your Company Needs a Branding Strategy (and Not just a Logo)

When launching a new business, owners are quick to invest in a logo. In fact, it is one of the first steps that most new business owners will take. And while a logo is the visual mark of your business – and a worthy investment – it is just one aspect of a whole brand. A brand strategy is more encompassing and includes not just a logo, but colors, fonts, graphic treatments, images, messaging, and guidelines. With a full brand, you will be able to tell a more complete and consistent story of your business – across all your marketing platforms. Making it an important part of sharing your vision and connecting with your ideal clients! To help you better understand the importance of branding strategy, beyond a logo, we’re sharing how it will define and set your business apart in your market.

Present Yourself as MORE than Professional

The reason business owners are quick to invest in a logo is image. Most of us desire to present a professional image and make a business ‘official’. A well-done logo is no doubt an effective way to make a business appear professional and trustworthy. However, without a logo would there be any substance to your brand? What is the rest of your company’s story? With a well-thought-out and intentional brand strategy in place, you’ll have a more complete story to present in your marketing. This allows you to connect with your clients in multiple ways, making you appear more professional – and elevating you to a trusted resource. This is even more impactful than being professional for your clients.

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Bolster Your Marketing Efforts

Marketing is most effective when it is consistent. Not only does your branding strategy paint a clear picture about what your company stands for and who it serves, but it also ensures presentation is consistent. Using the same fonts, colors, graphic treatments and messaging increases brand recognition and reinforces your offerings. For this same reason, a complete brand strategy will give you the flexibility to speak to all your audiences and evolve with them – often will maintaining core elements of your brand for years. Remember, cohesive and consistent equals clear and memorable – and that happens when you have a thoughtful and complete branding strategy.

Speak to your Target Audience

As we alluded to, your brand strategy ties into your marketing. One of the ways is by speaking to your target audience. All of your brand assets should be designed with your ideal customer in mind. Who are you serving in the vision of your business? Defining your ideal client will play an important role in helping you reach and convert customers. by creating a brand that resonates with them. You want branding that pulls in the people who are most likely to invest in your business. You don’t want to cast too wide of a net – wasting time, energy, and money. This is why at our branding agency, we design with a purpose, crafting brand elements that work with your overall marketing efforts. Click here to learn about the 7 Key Elements Of Your Company Brand!

A North Star in your Decision Making

With a clear brand strategy, and your whole team on board, your business will have a clear path forward. On a day-to-day basis, a brand strategy will help you make confident decisions in regard to how your business operates or grows, on a variety of levels. It will help filter out ideas that do not align with your brand or values. Such as whether to introduce new products or services. Or whether or not to implement new marketing trends. An effective brand strategy is created with your long-term goals in mind. Making it an effective tool that you or your team can refer back to when faced with a decision that could impact your business for the better or worse.

Do you need help with creating and implementing a branding strategy? Our women-owned branding agency is ready to help you create an intentional and effective brand that will help you grow and meet your business goals. From crafting your messaging to thoughtful logo design to building your entire website, we do it all! Contact us today at inquiry@pathandcompass.com and let’s get started.