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BY CHELSEA STAMPER

A strong brand is essential for appealing to high-end consumers, especially in the window fashion industry. Our customers consider quality, exclusivity and status in their purchasing decisions. We are meticulous with detail when it comes to transforming windows, yet we often miss the mark when it comes to our own brands. In Part 1, we’ll explore what branding is and the importance of logo design.

Branding and design are the processes of creating a recognizable image for your business. This can be done through logos, colors, fonts and other visual elements that represent your company, as well as through brand voice and strategy.

Your brand identity should be consistent across all channels, including website design, social media posts, email newsletters, billboards, vehicle wraps and any print materials. It’s important to have a strong brand so customers know what they’re getting when they interact with you or purchase your products and services.

The more people recognize and trust your brand, the more they buy from you and the more they’re willing to spend. Let’s take a look at some compelling statistics:

■ On average, it takes five to seven brand impressions before someone will remember your brand.

■ According to a study by Lucidpress, consistent branding can increase revenue by up to 23%.

■ Forty-six percent of consumers say that they would pay more to purchase from brands they can trust.

These statistics suggest that branding is an essential component of business growth and success. Consistent branding across all channels can help businesses stand out and attract customers, which ultimately leads to increased revenue and growth.

A brand strategy is a long-term plan for developing a brand’s identity and positioning it in the marketplace. It is a comprehensive plan that outlines the unique attributes of a brand, its target audience and the messaging and communication channels that will be used to reach that audience.

A branding strategy typically involves the following elements:

■ BRAND POSITIONING: This involves identifying the unique attributes and benefits of the brand and how it differs from its competitors. It includes defining the brand’s target audience and understanding their needs and preferences.

■ BRAND IDENTITY: This includes the visual elements of the brand, such as the logo, colors, typography and imagery. It also includes the brand’s voice and tone, which should be consistent across all communication channels.

■ BRAND MESSAGING: This includes the key messages that the brand wants to communicate to its target audience. It should be clear, concise and aligned with the brand’s positioning and identity.

■ BRAND ARCHITECTURE: This involves defining the relationship between the brand and its subbrands or product lines. It includes the naming conventions, hierarchy and visual elements that will be used to differentiate them.

■ BRAND GUIDELINES: This is a comprehensive document that outlines the brand’s visual and messaging guidelines, including how the logo should be used, the colors that should be used and the tone of voice that should be used in all communication.

■ BRAND EXPERIENCE: This includes all of the touchpoints that a customer has with the brand, from the website and the packaging to the customer service experience. It’s important that the brand experience is consistent with the brand’s positioning and identity.

Overall, a branding strategy is essential for building brand awareness, loyalty and differentiation in the marketplace.

Your logo is your first impression. A captivating logo will draw customers to your business, while a boring or outdated logo will turn them away. I speak with so many business owners who have had the same outdated logo for more than 20 years. Oftentimes, a friend or family member drew something up for them, or they designed it themselves, and just stuck with it. This may have been enough to get by in previous years, but in 2023 and beyond, customers expect more.

These are the four key reasons your brand needs a strong, up-to-date logo:

1. BRAND IDENTITY: A well-designed logo can create a strong brand identity and help customers recognize and remember the business.

2. PROFESSIONALISM: A well-designed logo conveys a sense of professionalism and credibility, which can help a business stand out in a crowded market.

3. DIFFERENTIATION: A unique and memorable logo can help a business differentiate itself from competitors and establish a distinct visual identity.

4. TRUST AND LOYALTY: A well-designed logo builds trust and loyalty, leading to more repeat and referral business.

If your logo is outdated, you can redesign it completely or simply refresh it. Refreshing your logo involves a graphic designer modernizing the fonts and/or icon to appeal to today’s consumer.

Overall, the way your brand is perceived by your target audience can have a significant impact on your bottom line. A well-designed and well-executed branding strategy can help you stand out from your competitors, attract more customers and increase your profits. For a free branding consultation, visit CreekmoreMarketing.com or call 859-309-5987 today. V

Chelsea Stamper is the CEO of Creekmore Marketing, a digital marketing agency that specializes in helping window covering companies grow. She was raised in the industry and learned the ins and outs of the business from her father, who owns two Hunter Douglas galleries in Kentucky and Ohio. She worked in his Kentucky showroom for five years before launching Creekmore Marketing in 2013. To date, Creekmore has helped over 300 window covering professionals grow their businesses and increase sales.

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