What is Branding? Brands are business tools that optimise commercial potential.

If your Brand is your most valuable asset, Branding can be your most valuable investment.

Brands are business tools that optimise commercial potential. Branding is the process of selecting and using those business tools to shape how you are perceived – and so received – in the marketplace.

And here’s why that’s important: consumer perceptions dictate customer behaviour. 

Because experimental social psychology shows that while we may think we’re in control of our actions, our behaviour is influenced by reasons we are often unaware of.

Branding shapes perceptions that are open to being shaped: it’s how we work as people. We want to make good choices. We want connections. We want to be part of something bigger than ourselves. And we want to share our experiences.  

But, given that we are all only human, it’s never straightforward. We know that the consumer most often takes a zig zag path! And given all the various media, digital channels and very many platforms out there, it doesn’t flow how you might expect… 

On this path, what we call the Consumer Journey, people come into contact with your brand at various touchpoints, at different times and at different levels. 

The customer journey is one of exploration, connection, purchase and support. So their experience of your brand might not start where you want them to. Because now, more than ever, even before a consumer buys from you, they have ample opportunity to find out all about your products or services. And not necessarily from you. 

And they’ll know about your competitors too. 

So how do you make that consumer buy from you?

It’s not all about the price. It’s about value. It’s about adding value in every way you can and wherever you can to create a relationship.

So you need an edge. You need a voice in the market. You need to clearly add value to your offering by providing an experience, a journey and a process that not only aims to influence consumer behaviour, but to create affection for and resonance with your brand. 

How do you do that, how do you Build a Brand?

You build brand value over time, and you build an identity that is the face of that brand.  

Think about how the Apple brand has created and nurtured so many – very very many – Apple fans all around the world. These people could choose any phone – most have similar functionality - but they don’t. They choose to pay a premium to be part of the brand.

Perception dictates how a person will engage with a brand. And so here at The Heighton Agency, our expertise lies in amplifying those qualities that resonate most with your potential audience. 

For us, Branding begins with doing our research, finding out about who you are, where you are and where you want to be. Then using all of the tools at our disposal to get you there: design knowledge, technical expertise, digital insight, channel and platform.

It only sounds simple because we make it so: we do all the legwork, dot the i’s and cross the t’s, working in partnership with you and communicating effectively through every stage so you can do what you do best: 

You can focus on building your business while we put all our expertise into building your brand.  

Let's chat about your brand…

How about a 30min discovery session to kickstart your brand growth?