Branding, it's in your DNA

​At Noize, we believe branding is your corporate DNA. It's who you are, what you stand for and why you're in business. The world demands more from brands than ever before; a great logo is no longer enough to capture the hearts and minds of your target market. 

We work with clients firstly to discover existing brand qualities then tailor brand evolution pathways which build out a full branding DNA document that the corporation can rely on far into the future. 

Like the molecular structure of DNA, your brand needs depth and character that your target market can identify with in ways that inspire them to interact with your product or service. Businesses are made up of several moving parts, and excellent branding identifies those parts so that your consumers can make significant buying decisions. Think of the spawns on a DNA strand each representing a different part of your offering. From naming your products and services through to deciding on the correct vernacular and tone-of-voice; branding is your business's face to the world.

What makes your favourite brands resonate with you? Like DNA, brands have a unique signature that speaks to consumers on a subconscious level. When deciding on the appropriate signature for your brand DNA, we consider your competitors' brands, similar but non-competitive brands in surrounding industries, and other brand metrics that the consumer uses to compare your offering with their buying habits.

Quality, price, customer service and character are each important in your customer's ability to weigh up whether or not to engage with your brand. Are you a fast-food operator or a luxury restaurant? Are you colourful or black-and-white? Should your font be traditional, modern, fashionable, bold or fast? Every decision that you make will tell a different story to your consumer, so making the right decision is critical to your brand's future.

Would you trust your lawyer if he walked into the room wearing surf shorts and a singlet? It's how you act, how you dress, how you communicate and above all how these things interact together to create buying behaviour with your target market.

But it's not all first impressions. Successful businesses are continually improving different metrics, including increasing the amount of traffic to their brand. Increasing the conversion rate from traffic to customers, increasing the spend per customer, increasing the frequency that a customer revisits, increasing loyalty and referral, and finally growing profit margin. Successful brands use their branding agency as a pivotal point in their corporate strategy. Intelligent leaders utilise the insight that branding agencies have, to improve their company on numerous levels, then measure success and forever tweak their strategy in line with branding evolution. This process should be ongoing in a business. Hence, it is critical not only to engage a branding agency that can perform in delivering a spectacular finished brand upfront but also an agency that you resonate with to consistently deliver branding developments over time.

With all of this said, possibly the most crucial part to the brand sits behind the DNA; the heart. We call this the WHY-Chromosome, and it's at the core of your DNA because it drives every decision that you make. Is the reason you got into business in the first place; the reason you get out of bed each morning and the reason your team get out of bed each day. The exceptional companies of today are those that exist for a reason beyond merely delivering a service or product. For many business owners, this is difficult to get their head around, especially when their brands exist in relatively stale industries. However, Noize has a track record for working with clients to discover the true underlying WHY-chromosome. 

So no matter where you are in business, whether you need something smart but affordable to hit the ground running or a total, all-encompassing brand DNA strategy that will last the test of time and help forge a future for your brand, Noize is here to make that a reality.

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