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BRAND IDENTITY

Builders of Bold, Beautiful Brands.

We love building bold, beautiful brands.  We cement the idea that no other product or service available on the market is like yours, conveying quality as well as emphasizing the distinguishing features of your company.  Your identity defines the purpose behind your business, or why you do what you do.  By creating a brand strategy, we will determine how, where, when and to whom you target with your marketing message.  To carve out a customer base and foster brand loyalty, we’ll show you how to set the consumer’s expectation and deliver on your brand’s promise.

 

A successful brand identity is vital in today’s marketplace.  The shift to e-commerce means more products are bought than sold, indicating consumers make their purchases without ever seeing a storefront or speaking with a salesman.  Thus, the importance of a brand is its ability to “pre-sell” and influence the purchasing behavior of consumers.  Building a successful brand takes persistence, dedication and a desire to be different.

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Your Brand's Identity

A brand identity is how you want your business to be thought of by consumers. It's the personification of your company. Consumers quickly associate a brand with these perceived qualities or characteristics, and your identity becomes the most effective method for growing your market share.

There's a difference between identity and image. Your brand’s identity is how you want your product or service to be perceived by consumers. Your brand’s image is how consumers perceive your product or service. Your name, tone, colors, packaging, sounds and language all contribute to the make-up of your brand’s identity. The clearer and more cohesive your brand identity is, the more powerful your marketing efforts will be.

Can With Generic Brand
Your brand's identity serves as the framework and blueprint for your marketing strategy.

Your Brand's Story

Your brand’s story is more than the “About” page on your website. It’s substantive ideas and reasoning behind your purpose, or the core of your identity and future growth. Your character, obstacles and evolution are all chapters, establishing your quality and scarcity. Your story should foster an emotional bond, encouraging consumers to buy into your approach and participate.

Stack of books
Establish a deeper emotional bond with your customer base by introducing your brand with an interesting, engaging story that explains your purpose.

Your Brand's Promise

A promise or guarantee is one of the most powerful factors in branding. It should offer a tangible, creditable result. Mentioned either subtly or more direct (e.g. “or your money back!”), a brand’s promise goes a long way in setting forth expectations and generating interest. Reliability is key in making a brand promise; consistently following through with the guarantees made to consumers will build brand strength and foster customer loyalty.

Diagram of a Brand's attributes
Following through on your brand's promise and managing expectations is integral to building a loyal customer base.

Claim Your Category

The strongest way to build a brand is to claim a category entirely. This requires being the first to identify a need and create the demand for a specific product or service before anyone else. This often requires a narrow, targeted focus. When done successfully, these brand names become ubiquitous with their industries. Nowhere is this more apparent than the recent Microsoft sponsorship of the NFL, with their products constantly referred to as the name of their competitor's.

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Person standing on a stack of book looking through a telescope
Research your industry and competition to identify potential avenues to market your product or service more effectively.