Marketing represents how branding communicates to its customers and
highlights the value of its products. It is the art of conveying a feeling or a
message that resonates with the target audience.
As Sir Richard Branson rightly said, “branding demands commitment, the commitment to continually reinvent and strike chords with people to stir their emotions. It requires imagination and
the ability to be successful in a world that often breeds cynicism.”
Consistent branding plays a crucial role in establishing a strong brand
visibility. Brands that maintain consistency in their messaging are four times
more likely to have a strong presence than those that are inconsistent. By
communicating a specific feeling or message without relying solely on words,
companies can effectively tell their story and connect with their customers on
an emotional level.
Visual identity is an integral aspect of branding. It encompasses everything
that represents a brand visually, from the logo and colors to the website and
storefront. It is the visible expression of a brand’s personality, capturing
the essence of what the company stands for. Visual identity helps create an
emotional connection with customers, leading to increased spending by 57% of
customers. By unifying a brand’s messaging through consistent visuals,
companies ensure that people instantly recognize and connect with the brand
across all channels. This boosts brand awareness and makes customers more
likely to make a purchase, as 64% of customers seek brands that can connect with
While brand identity represents the personality of a business and the
feelings associated with it, visual identity focuses on how the company is
visually represented. It is like a person who is outgoing and creative, known
for their eccentric outfits and jewelry. Visual identity is overseen by
designers and creatives, while marketers and branding teams are responsible for
the overall brand identity.
Incorporating storytelling into visual identity is a powerful way to engage
customers. People remember stories more than facts, and by integrating the
brand’s values into visuals, companies can create a lasting impression. The key
is to show, not tell, using visuals to convey the brand’s essence and evoke
Consistency is the cornerstone of successful branding. It is essential to
create a brand style guide that outlines the visual elements and guidelines to
ensure consistency across all mediums, be it print or digital. As Ashley Chymly
aptly puts it, “Your business is the body, and your brand is the
soul.” Consistency in branding helps establish trust and credibility with
4-C Model of Messaging
Does your audience get the main idea, the point of your message?
clear. The message should be clear and easily comprehensible to the audience.
Repetition and consistence help reinforce the message.
simple to ensure easy understanding. Don’t over complicate your message.
Does the message have significance for your audience? Does it trigger an
Above all, your audience needs to understand WHY you do what you do. When
they understand the why, they connect emotionally.
You want your audience to “catch” the message: run with it and spread it
around. The message must be energetic, new, different, and memorable. Go for
different in your message. Your competition is using boring.
In conclusion, marketing is the bridge that allows branding to communicate
with customers and highlight the value of products. By leveraging visual
identity and staying consistent in messaging, companies can create an emotional
connection with customers and boost brand awareness. Incorporating storytelling
and following the 4-C model of messaging further enhance the effectiveness of
marketing efforts. Remember, your business is the body, but your brand is the
soul that resonates with your audience.