Just like a well-put together outfit is more than a stylish top and tasteful accessories, branding goes way beyond a logo or graphic element. Branding delivers a company’s message to its customers and target market. Evoking emotion and reminding consumers how they feel about a brand is the mission of branding. This is conveyed with logos, taglines, images, even colors and fonts that remind buyers how much they like the product and why. It is even conveyed by a business’s trade show booth, how a business answers its phone or responds to an email.
Each person has a unique shape and sense of style and companies are no different. In this way of thinking, finding the perfect pair of jeans is like creating the right brand for your company. There is power behind finding the perfect fit and without having a clearly defined brand, companies waste time with ill-fitting messages that don’t resonate with their customers or audience.
When Denim Marketing works with businesses on branding initiatives, we get to know the client and their personal story. We want to know what characteristics are important to them, the company’s history and what resonates with their clients. We take every relevant aspect of the company and shape the brand, the tagline and the branding messages. We present logos in black and white so that clients can get a feel for the mark itself without the emotion evoked by colors. Denim Marketing President and Founder Carol Morgan says, “It is hard enough to choose a mark and a font without the distraction of all the pretty colors.” After the decision is made on the final logo and font, our content creators then examine the emotions each client wants to evoke from potential customers and work to create a color palette to target the appropriate audience.
One recent branding project that Denim Marketing worked on with a partner agency was for The Dragas Companies. This Virginia Beach-based builder wanted to revitalize and refresh their brand while creating consistency with colors. With a target market including millennials and first-time home buyers, Dragas was searching for a color scheme that would appeal to this demographic. With 10 different colors being used on the website, there were plenty of options to choose from that were already being utilized. Primary colors that incorporated the cool greens and blue tones that millennials favor were chosen. Because of our ongoing relationship with Dragas, we have been able to take the time to get to know the company and what is important to them. This rapport that we share with Dragas helped us to make their brand strong and original.
We are currently working on a branding project for a builder in Savannah, Georgia. Because this builder has strong roots in development, as well as tremendous name recognition, we are working to maintain some of the elements of its original brand. As we rebrand the company, we focus on a mark that displays well on a variety of marketing materials including signage, the website, flyers, hats and other swag, even stationery – business cards, note cards and more.
Let us help you select the perfect outfit of imagery for your brand. Call us at 770-383-3360 or contact us at Denim Marketing today.