Communication in External Environment : Effective Branding Tips

Truth Triumphs!!! Customer is a KING!!! Work is Worship!!! These messages often float in most organizations. However, jewellery business is more based on trust and designs. Often customer at Jewellery stores are given royal treatment because of:

 a) High value attached to jewellery

b) Legacy of business spread across generations.

Etiquettes such as customer service, consumer experience and corporate culture are reflected in the operation of the business. These intangible assets add value and earn a reputation which we called as Goodwill. However, it is also important for the industry to become a wholesome brand by focusing efforts on building tangible assets. With so much competition and every jeweller driving business on faith, it has become crucial to build add-on experience. Effective positioning of tangible brand assets can aid in brand building. 

Tangible Brand Assets:

Logo and tagline: We truly believe in Karl Lagerfield’s saying “Logos and branding are so important. In a big part of the world, people cannot read French and English – but are great in remembering signs” jewellery logo designs have to look modestly prestigious that brings value to their products. Logo designs, which justify the feeling of wealth and aristocracy, appeal their inner personality. A well-crafted logo and tagline starts the baseline perception of your brand. It drives home your brand promise and uniqueness. It is targeted at two simple fundamentals of human psychology, Attention and Retention. 

Marketing Collateral: From business cards to billboards, your marketing and sales collateral reflect your brand. Key visual components, such as color, typography, style of photography and logos on collateral, should always be consistent. Keep in mind; branding is all about repetition, the more consistent your brand is represented, the more likely it will be “branded” in the minds of the audience. As so rightly said in Management Rule, every thing has a place and should be in its place.

Website: Today, a well designed website is worth its weight in gold. Data shows that if a user doesn’t like your website, it’s an indication to them that the company doesn’t care. Responsiveness, user-friendly, easy navigation, swift page- loading are certain essentials of a good website. The placement rule of logos, typography, brand-colors play functional role on websites and thereby supplements branding.

Packaging: Your packaging boxes, jewellery pouches, carry bags, information literature; look-book, guarantee certificates are brand assets which consumers take along with the purchases made. A jeweler has to invest in packaging which prompts indirect advertising and branding. 

Messaging while Rebranding: While undergoing a rebrand, you should be revisiting mission and vision statements. This messaging should trickle down into everything your business uses to communicate with clients, from brochures to daily emails.

Everything your business does and says reflects on your brand—so it’s important to maximize its potential.

How to create an effective Brand Design Structure - Corporate Identity

“Why fit in, when you can stand out?” In a fast paced competition where consumer has innumerable options available to them, a company needs a strategy to establish a solid presence in the market place. Corporate Identity helps you to achieve this business Objective. It differentiates your product and services from others. It expresses your business’ brand personality and sets you apart from your competitors.

A business makes itself distinct through the image that it presents to the world, which are marketing collaterals like business cards, letter heads, brochures and other options. One such work of Audelade that you can see includes a complete identity built not only with business cards, but also extending it to packages, dairies, warranty books and many more. The identity is built to bring in uniformity in everything associated with the company or brand. This is because the uniformity in communication designs generates greater recall value and wins consumer loyalty. These are two strong reasons why businesses need to emphasize on brand design structure, which constitutes of Corporate Identity.

One of the best ways to practically understand the power of corporate identity is to place your brand as a most important contender in the market. Completely designed marketing collateral is going to assist you to present your trade name as a most important player inside the market place. Even in the event of you being novel to the trade, by means of generating a strong visual image you’ll be able to convey that you happen to be dedicated to quality and excellence.  This simply means that the strong visual image determines your progress in the market. So, creating a great corporate identity of your brand is the most essential thing to survive for a long time in the mind of your target audience. One good example of it is India Bullion and Jewellers Association (IBJA) that has recently held its second bullion awards ceremony, which is only of its kind in India. It went on to build complete identity from event logo to stationary, event invitations to badges and other marketing communication designs for the ceremony that provided impetus in marketing and making the event known amongst other industries too.

The consistency in design with attention grabbing logos, impressive-innovative business cards, elegant letter heads & envelopes, inviting brochures makes a lasting impression. As you know, “First impression is the last impression.” So, invest in your corporate identity to develop trust, a sense of values and ethos, and a lasting connection with your customer.

Click here to find out some examples of Corporate Identity