Zoyo helps organizations:
- Develop brand blueprints and long-term brand strategy
- Develop brand messaging
- Create branded web design and content
- Brochures and PDFs
- Design and update their logos
- PR (press kits, write press releases)
- Marketing plans
So you can:
- Have a better understanding of your business
- Charge a premium for premium value products and services
- Have all your marketing messages build off each other and work together
- Remain in the mind of your audience
- Give your employees something “more” to work for
- Create loyal customers who will spread the word about you (free advertising)
Every organization has a brand.
Some have strong brands, like Apple (who Beth consulted for, for many years).
Organizations with strong brands charge a premium for products and services, generate goodwill, and know their marketing dollars are working hard.
Others, like your barber or that company that made a funny commercial (for something you can’t remember) do not. They struggle to create every ad or press release, they find they’re always charging “discount” prices just to get the sale, and when customers are making choices, they don’t come to mind first.
It’s your choice. You can be in control of your brand and reap the benefits. Or you can ignore your brand, allow it to be defined by outside forces, settle for having to undercut your competition, and throw your marketing dollars away.
Brand awareness is a foundation
Successful organizations build their advertising, marketing, and communications on brands. Without a strong brand foundation, your different marketing projects present fractured, weak, easily forgotten messages. Sound like a waste? It is. But when you’ve got a solid brand, all communications work toward a powerful, cohesive message. One marketing project builds on another, and another, and another. Your messages are recognized and remembered. Dollar for dollar, your marketing budget works harder.
Strong brands share some qualities
• Authentic: They “ring true” for each and every interaction. For a brand to stick, it must be reflected in the actual qualities of products, services, and interactions. For example, the authenticity of the Chuck Taylor shoe brand is “optimistic rebellion” is born out by the fact that they were worn by James Dean in Rebel Without A Cause but they look equally natural on the feet of a street juggler.
• Emotional: They don’t just express what a company makes or does, they touch on a universal human truth or desire that is bigger than any one product or service. Think of how Disney’s “magic” brand informs its theme parks or how Nike’s “achievement” brand drives the tag line “just do it.”
• Unique. A brand must be something that implicitly states, “Only we can do this.” Every car gets a person from A to B, but only the Volvo brand gives people the belief that they are making that journey more safely.
A brand is an image, but it’s also a relationship
Brands are built from individual experiences. Maybe you’ve never driven a Porsche, but you have an idea about its brand, right? No organization completely controls its brand because human opinion and media communications—especially in the interactive digital area—cannot be controlled from a corporate office. The best you can do is identify its authentic brand and support it consistently.
Much more than a logo and tag line
A brand guides meaningful, consistent interactions between employees and customers, management and the press—in fact everyone who connects in any way with the organization. A strong brand strategy identifies the ideas and feelings that the organization stands for and guides the brand’s execution across every area of the organization. A brand strategy informs an advertising campaign, sure. But it also sets a tone for customer service, steers sponsorship links, helps define sales approaches, pilots new business opportunities, and more.
The power of brand
The first step in becoming an organization with a powerful, foundational brand is to define it. Zoyo uses a methodical approach to identifying an authentic brand for its clients. Check out our portfolio for stories of clients we’ve helped.
Visit Our Portfolio