Many entrepreneurs build businesses but only a few build a brand, and in many cases the value of your brand is many times greater than the business itself, for example, there are many hamburger restaurants but McDonald’s has only one, there are many types of carbonated drinks but Coca Cola has only one. You can’t argue with their success, brand is power. Every great brand has the fingerprint of the entrepreneur who founded it. Many think that a brand means a logo, an advertising campaign or a top model experienced in posters. The brand concept can be explained in two words: promise and experience. The promise you deliver and the experience you deliver. The brand is based on what the entrepreneur represents. When customers see your brand, hear your name, or use your products, these symbols and experiences should evoke in them what you stand for.
We all know the Apple logo of Apple and its founder Steve Jobs, whose products are among the leaders in the world in terms of technology, are designed in an inspiring way and are a role model for many other competing manufacturers. In recent years, the food retail sector in Israel has been characterized by a high and aggressive level of competitiveness. But one brand managed to rise above all of them and it is Rami Levy’s “Rehabilitation Marketing”. His marketing network operates under his personal leadership, and he also serves as the “face of the network” in front of consumers. Rami Levy guarantees the consumer the lowest price with a shopping experience and a variety of products. His special offers such as “chicken in shekel” or “matzah in shekel” jumped him to the top of the national sales chart and built him a strong brand in the market over the years.
Brand success is measured by the way you, your name, and your product or service evoke an emotional response and captivate your customers. After all, it is known that we buy according to the inclination of our hearts and justify the purchase with our intellect. The bottom line is that a brand must first be emotional and then logical, in the increasingly competitive world of business, striving for good quality at lower prices, where technology is developing rapidly and transactions are quickly carried out on the Internet worldwide, building a brand is sometimes even more important than building a business. And those who don’t have a brand don’t have a business.
The identity of the business is actually the way the firm is perceived by customers, suppliers, employees and everyone who is in contact with it.
The firm’s unique identity is reflected in the firm’s logo, colors, marketing materials, slogan, business card, logo page, envelope and in all the company’s communication with the environment, customers first of all buy with their eyes, “business visibility” creates new customers and diverts existing customers, the visibility Your business will determine how the customers will see you, then they will decide whether to work with you and recommend you to acquaintances, family or friends, the first impression in your marketing can be the website of the business. From here customers can understand how you present your business, in your phone conversation with a customer, he gets the first impression of who you are as people and service providers. Then he decides whether he continues to be your customer or not.
Nowadays people don’t buy a product, they buy an experience. Obviously the product is important to them, but there are many competitors in the market that you can buy from. It is the emotional experience that determines who the customers will buy from and which businesses they will benefit from. Many also associate beauty, order and cleanliness with the quality and character of people, a few years ago I offered an apartment for sale, in my building there was an apartment exactly similar to mine that was also put up for sale at the time. The realtor showed the interested parties the neighbors’ apartment and they didn’t like it, after a week he offered them my apartment and they told him that they knew the apartments in the building and had no reason to see another one, after begging them they came to see and bought the apartment, if it’s the same apartment, then Why did they buy from me? Because the first apartment was messy, not clean and uninviting.
The buyers who came to my apartment saw a shiny, clean and tidy floor. Like it or not, this experience affects your attitude towards the house as a future asset for you and also the price of the apartment. The same goes for service providers and products. People buy a product because of the experience it gives them, and it is the initial experience that determines whether the customers will decide to buy from you, even before they have seen the product. Your visibility starts with you, with your appearance, clothing and behavior, ask yourself, do you look like the level of service and business success you want to convey to the customer? Your appearance is stuck in the customer’s eyes and in his head for better or for worse.
Look in the mirror before you go to work and ask yourself, how do you feel about your appearance? Do you represent the business values you have built? The visibility of your business does not end with your appearance, it should be visible in everything close to the customer. Business card, forms, your engagement agreement, flyer, promotional products, Facebook and website. Are they as good looking as you?
Whatever you do, one thing is for sure – you have competitors. Customers who need your product or service have to decide who to work with and who to give the money to. If you look like a million bucks you’ll be worth a million bucks. You need to make your customers feel and say “WOW”, and this will increase the success of your business by tens of percent, in recent years we have seen companies change their corporate identity, for example: Bank Mizrahi which merged with Bank Tefahot, Bank Leumi which decided to shorten its name to Leumi and Partner which separated from Orang ‘ Internationally, when the identity changes everything changes, website, logo design, colors, etc., when you meet with a designer who builds the image of your business, you must come up with a set of requirements that are important to you that the business transmits to your customers.
Your brand makes the customer “connect” to your business or your product/service, and at the moment of deciding whether to buy from you or your competitor, he will prefer you. This process is called branding. Every meeting point of your business with potential customers, and every consumer experience of your products or service, influences and shapes the perception of your branding in their eyes.
A unique logo is your trademark and sets you apart from the competition. The role of the logo is to act as a trademark and represent your business in the minds of customers. Logo design is done at the first stage in establishing an image and marketing system for any business, the logo should be unique, simple and catchy, allow customers to easily identify the product they are looking for and thus enable loyalty to the product and the company.
A slogan is a short sentence that means what the business does. The slogan often appears with the business logo, so its colors should be combined accordingly.
A website is recommended for a business that wants to convey a high-level image and a serious impression, and it is important that it be visible on the Internet, for all the characteristics of the business image and its branding. Pay attention to the quality of the design, the clarity of the wording, the sense of interest and enthusiasm, the colors and the time it takes for the site to go live, it is highly recommended that the domain name of the site be the name of your business or product.
Business card and office stationery
Office stationery includes stationery, business cards, envelopes, memo pages (catalogues), catalogs, rollups and everything that comes into the customer’s hands and eyes, office stationery has a lot of marketing potential, so it is important to design them in the colors and motifs of your logo and slogan. Here is your chance to show your differentiation from the competition.