Blue Marlin Brand Design

Level 3 2-14 Mountain Street ULTIMO NSW 2007
Website:	www.bluemarlinbranddesign.com.au
Phone:	+61 2 9282 0800
Fax:	+61 2 9282 0899
Email:	Send message

The Importance Of Branding In Business - Why a chat to Blue Marlin Is ESSENTIAL for your business.

Branding should be an integral part of the way a business communicates who it is and how it differentiates itself from competitors. Whether a not-for-profit organization, an SME or a start-up, the brand combined with the attitude towards it can have a huge impact on how business is grown and managed.

Attitudes to Branding
Many senior managers see branding as a purely cosmetic exercise. Many prefer to focus on the 'more important' issues of sales, cost-cutting, or restructuring. The brand gets treated as a superficial concept as opposed to a reflection of the business and how it will deliver its competitive advantage. Public opinion on the necessity for branding is also typically quite negative.

When branding consultants reveal the new look for a high profile organization, the focus is always on the (often hefty) fee that has been paid for the services. Many ignore the long-term potential of the brand and the additional fees paid to advisors, lawyers and accountants. Many also do not consider establishment of a brand is a good investment of time and resource.

The internet provides a challenge to these attitudes. The speed that your product or service can be found online means that your brand must not only be strong in a visual sense but must also convey a strong value proposition and ethos. For many businesses, a website is increasingly becoming the point where potential customers receive their first impression of the company and its brand attributes.

Why Branding is Important
Branding is all about perception. If the brand is seen as innovative and value added it is considered by customers to be a good thing - it delivers more return for less risk. If a brand comes across as taking its market for granted, negative thoughts and attitudes will appear in the minds of customers. Once these attitudes appear, they become difficult to change. This perception of a product or brand applies as equally to companies and products as it does to political parties and not-for profit organizations. Brand perception can influence share-price, for political parties electivity and for the latter, donations and subscriptions.

Nowadays, many businesses consider their brand as an intangible asset that can be listed on their balance sheet. For Coca-Cola, the brand alone accounts for 51% of the company's stock market value.

What Do BLUE MARLIN BRAND DESIGN Offer Their Clients?

Brand Strategy
Brand Innovation
Brand Building
Packaging and Structural Design
Brand Environments

Blue Marlin believe that each project requires a creative, tailored solution to reflect the marketing challenge at hand.