Step up the stairs to greater customer loyalty and higher sales conversions with branding.

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Branding Your Company Name With Your
"Brand Essence"


Is Your company name your brand or is your company's essence your brand?

Branding your business can be an important part of your online marketing strategy and search engine optimization efforts. Much like your fingerprint, your business has is own fingerprint in the marketplace. But unlike a fingerprint, your brand imprints itself on the minds of your website visitors and customers.

When you think of "Coke", you picture soda pop in your mind and the satisfaction it will bring to you. When you see "Dell" or "Apple", you think of reliable computers. These brands not only give you the company name, but also the company's essence and the feeling that you get when you see their name.

Its the same with logos. Think of the "Nike" and its logo, the "swoosh". Not only is this logo memorable and professional looking with its simple lines, it also conveys the message, "Go for it!" Along with other marketing efforts it becomes memorable and plants itself in the minds of potential customers.

The one important decision you will have to make is developing your brand identity and essence. It is by far the most crucial decision you will make for your company or product. Your brand identity and "essence" is how you want to be perceived in your market and by your clients and customers.

Build Your Company's Brand Recognition Through Your Brand Essence

You want your company's personality to be easily identifiable at every customer or client's "touch point". This means that your brand essence permeates all the contact with the public, from word of mouth to marketing and advertising to the final sale. All your product packaging, presentations, communications, and marketing should speak with a brand-consistent look and voice.

The same brand essence should permeate your entire range of advertising and promotional options, not just your stationery or sales brochures. Strive to broaden your brand with your website, press releases, e-mail signatures, trade show displays and booths, store or office signs, banners and highway billboards, print ads, posters and marketing for sponsored or charity events.

In other words, spread your essence and your brand through everything. Make your whole company essence permeate every contact with the public including your online presence.


Branding is Not Just a Logo or a Slogan

That said, logos and slogans are a good starting place to build your company or corporate identity.

The online reality is that one of the main ingredients of a strong web presence is your logo. A logo is a graphical representation of your company and its essence. Your logo serves as the foundation for your public business image. A logo should, at a glance, emotionally convey what your business is about.

Often, it's the logo that is at the top of a web page. It's the graphical item that is first seen by visitors. It is an identifier that your customers, clients, and prospects use to associate emotionally with your company, reputation, professionalism, products and services. Your logo, in a nutshell, represents you and your company.

Still, the logo is only one factor in establishing a brand. The remainder of any web page has to ooze with essence that your brand is trying to convey. The content and message your page contains is the bond your brand is establishing.

Ristvin marketing can aid you in establishing your online brand and presence and any logo needs you have. Contact us for your branding requests.