William Joseph Communications

Making Your Brand Stick

Let’s say you’re starting a DIY home reno project and you need to buy a bunch of supplies. Which hardware store comes to mind? When you read the words luxury vehicle, what set of wheels pops into your head? If you were craving a mid-afternoon cup of joe, what coffee shop would you hit up for it? Would you go to the same place if you wanted a latte?

Brand loyalty is the holy grail of marketers everywhere, and although a consumer’s brand preferences are influenced by a lot of different things (overall product experience, connection to the brand’s essence, just generally liking the product or business…we could go on) the magic can only happen when a brand is strong enough to stand out from the crowd. The goal in marketing, always, is to make sure your brand is the first to come to mind whenever a consumer is ready to make a purchase – to make it “stick” in the public headspace. If it does, your chances of generating a large following of loyal customers is a whole lot better.

So how do you make your brand stick?

  1. Create a Marketing Communications Strategy

A solid marketing communications strategy is the roadmap for successful brand building. It is the difference between momentary achievement and enduring success. Without a carefully thought out and thorough strategy, your brand will wander aimlessly without ever taking shape in the marketplace, or in the minds of consumers. A professionally researched and written marketing communications strategy will clearly outline what your brand is all about – its unique value, character, and purpose. It will define your organization’s identity, values, emotional offering and the experience of engaging with your brand. It is the springboard from which all decisions guiding your brand (and your business) should be made, and black and white reference point for consistency going forward.

  1. Make it Personal

Your sales pitch can be perfect, but unless your brand reaches people on a personal level, it will never be top of mind. There should be a tangible benefit associated with choosing your brand – a promise your brand makes to the customer which they not only can’t overlook, they won’t get it from your competitors either. Disneyland is the Happiest Place on Earth, Johnson’s assures gentleness and peace of mind with their products, and Nike makes us all feel that we can Just Do It. A strong brand promise equates to perceived value in minds of buyers – an essential component in creating “stickiness.”

  1. Get Graphic

Ever wonder how much the visual identity of a brand affects its success? An executive at Coca-Cola has this to say on the subject:

“If Coca-Cola were to lose all its production related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything visually related to Coca-Cola, the company would go out of business.”

The imagery that represents your product or business IS your product or business in the minds of customers. Your visual identity is the entire compilation of colours, fonts, photography, materials and textures that represent your brand in the marketplace, and it hinges on one crucial element: your logo. For a brand to really resonate with customers, it first and foremost needs to be consistent – but the best visual identities in the world are simple, impactful, and memorable too. A great logo does all the heavy lifting in this regard. Let’s take the golden arches, for example. We don’t even have to mention the name of the fast food company they represent for you to know who we’re talking about, now do we?

  1. Be Original

If you know the “why” of your business – meaning, the reason you went into it in the first place, then you are already well on your way to identifying what makes your company unique. Your story is your difference – it’s your greatest selling tool because it makes your brand distinctive. Of course it’s fine to take notes from other businesses that have a strong brand position, but don’t try to be them. It’s a losing strategy and you’ll get lost in the noise of your competition. Be yourself. Nobody does it better.

Whether you are in the B2B, B2C or non-profit marketplace, brand loyalty is relevant and important to the success of your organization.  A strong brand will elevate your business to new heights, and if you need help crafting one, or simply refreshing your existing one, the team at WJ is always ready to partner with you and get strategic. Check out some of our branding work here.

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Monday, October 15th, 2018 at 7:53am
We're hosting 2 WJU sessions in #GrandePrairie this Wednesday - Connecting your Business with Customers and the Importance of Brand. Limited seats available, reserve your spot now! https://t.co/SshFAMrQbu https://t.co/ERSl4Y5H7B wj_agency photo
Thursday, October 11th, 2018 at 8:10am
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Tuesday, October 9th, 2018 at 1:25pm
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph Communications added 2 new photos.Monday, October 15th, 2018 at 10:27am
Grande Prairie we're coming for you! We're hosting TWO WJU sessions this Wednesday, October 17th at 9 a.m. and 2:30 p.m. Reserve your spot now to hear from our Director of Strategy Jordan McGill on Connecting your Business with Customers and Creative Director Jason Miller on the Importance of Brand. Spots are limited, sign up now!

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William Joseph Communications added 5 new photos.Saturday, October 13th, 2018 at 9:58pm
William Joseph is a proud supporter of the World Professional Chuckwagon Association. This year we had our own World Famous William Joseph Communications Finish Line and tarp at the Calgary Stampede. Tonight we sponsored the Rookie Outrider Award and couldn’t be more proud of the winners for the evening! Congratulations on a job well done.
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William Joseph Communications added 16 new photos.Thursday, October 11th, 2018 at 11:47pm
Our Red Deer one year anniversary was a huge success! Thanks to all our clients and fans for your support over the year!


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