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Every day, customers are faced with choices. Whether they’re looking for a restaurant, hiring a contractor, or shopping online, there are often dozens of businesses offering similar products or services. While price can influence a decision, it is rarely the only factor. So, what makes someone choose one business over another? The answer often comes down to trust, emotion, convenience, reputation, and branding. Understanding these factors can help your business attract more customers and create lasting relationships.

trust

People are more likely to buy from businesses they trust, but that relationship isn’t built overnight. It starts by setting clear expectations and is earned through consistent experiences, honest communication, quality products or services, and delivering on promises. Every interaction with your business contributes to that trust. From your website and social media to customer service and reviews, each interaction should make customers feel confident choosing your business.

emotion

Although customers often believe they make logical purchasing decisions, emotions play a significant role. People are naturally drawn to businesses that make them feel understood, excited, confident, or inspired. A business that shares similar values, tells a compelling story, and evokes emotion through its marketing can create stronger connections with customers than one that simply lists its services. Strong brands understand that people don’t just buy products, but they also buy solutions, experiences, and sense of understanding. 

convenience

Sometimes the deciding factor isn’t which business is better, but which one can provide the solution more quickly and easily. Convenience can include having recognizable brand elements, an effortless website, fast response times, clear pricing, and straightforward purchasing processes. When customers can quickly find the information they need and complete their purchase with ease, they’re more likely to look for your business first.

reputation

Before making a purchasing decision, many customers research the reputation of a business. They read Google reviews, browse social media, ask friends for recommendations, and compare experiences from previous customers. A good reputation gives consumers confidence that your business will offer a positive experience and deliver on its promises. Every review, testimonial, and recommendation contributes to the perception people have before they ever purchase a product. 

branding

Branding brings all of these factors together. Your logo, messaging, website, colors, photography, and overall customer experience shape how people perceive your business. A professional, consistent brand builds trust, evokes emotion, makes your business more recognizable, and strengthens its reputation. Even if two businesses offer similar products or services, the one with the stronger brand often feels more trustworthy and established.

conclusion

Customers rarely choose a business based on one factor alone. Their decisions are influenced by trust, emotion, convenience, reputation, and branding, all of which work together to shape how they perceive your business. While you can’t control every purchasing decision, you can influence how customers experience your brand. By building trust, creating positive experiences, maintaining a strong reputation, and presenting your business consistently, you make it easier for customers to choose you over the competition.

At ninety two, we understand what your customers are looking for. Whether it is branding, branding campaigns, or production, our team is ready to help you reach your goals. Contact us today for a consultation. 

Your brand is one of your business’s most valuable assets, but like any part of a business, it should be reviewed regularly. As your company grows, customer expectations change, competitors evolve, and marketing trends shift. What represented your business five years ago may no longer reflect who you are today.

A brand audit is an opportunity to evaluate how your business is perceived, identify inconsistencies, and determine whether your brand is still supporting your goals. Whether you’re planning a complete rebrand or simply looking to strengthen your existing identity, a brand audit provides a clear starting point.

what is a brand audit?

A brand audit is a comprehensive review of your brand to determine how effectively it represents your business. Rather than focusing on a single element, such as your logo or website, a brand audit evaluates every customer touchpoint to ensure your messaging, visuals, and customer experience work together consistently. The goal isn’t necessarily to identify problems but to understand what’s working, what isn’t, and where improvements can be made.

why businesses should conduct a brand audit

A brand audit can help identify inconsistencies, improve brand recognition, strengthen customer trust, and ensure your branding aligns with your current business goals. It also helps uncover opportunities for improvement that may have gone unnoticed. Even businesses with strong brands benefit from periodic evaluations to ensure their branding continues to reflect who they are today and where they want to go in the future.

how to conduct a brand audit

review your visual identity

Start by evaluating the visual elements of your brand. Ask yourself questions like: Does your logo still represent your business? Are your colors used consistently? Are your graphic elements cohesive? If the answer to any of these questions is no—or you’re unsure—it may be time for a refresh. When different materials use different logos, colors, or styles, customers may struggle to recognize your brand.

evaluate your messaging

A strong brand isn’t just visual. The words you use to communicate with customers are just as important as your logo. Review your website copy, social media, advertisements, email marketing, and printed materials for consistency, tone, and clarity. Every platform should communicate the same message and reinforce the same brand story.

analyze your website

For many customers, your website creates their first impression of your business. Easy navigation, on-brand photography, mobile responsiveness, clear calls to action, and accurate content all contribute to a positive user experience. Ask yourself: Does your website reflect the quality and professionalism of your business? As the digital face of your brand, your website should not only be easy to navigate but also leave visitors with confidence in your products or services.

review marketing materials

Gather everything from business cards and brochures to social media graphics, presentations, signage, and trade show displays. Review each piece for inconsistencies in logos, colors, typography, messaging, and overall quality. Every marketing material represents your business. Together, they should create a consistent experience that reinforces your brand and leaves potential customers with a lasting impression.

evaluate customer perception

One of the best ways to understand your brand is to listen to your customers. Review Google reviews, social media comments, customer surveys, testimonials, and direct feedback to identify recurring themes. Pay attention to how customers describe your business. Their feedback can reveal what your brand is already communicating well, where expectations aren’t being met, and whether your branding is creating the impression you intended.

identify inconsistencies

After reviewing each area, ask yourself whether every touchpoint feels like it comes from the same business. Your messaging, visual identity, and overall customer experience should be consistent across every platform where customers interact with your brand. This step often uncovers the biggest opportunities for improvement and helps determine whether your business needs small refinements or a larger rebrand.

what to do after the audit

Your audit may reveal that it’s time to update your brand if your visual identity feels outdated, your website no longer reflects your business, your marketing materials lack consistency, or your target audience has changed. Once you’ve identified opportunities for improvement, prioritize them based on their impact. Some businesses may only need updated brand guidelines or a refreshed website. Others may benefit from refining their messaging, modernizing their visual identity, or completing a full rebrand. The key is turning the insights from the audit into an actionable plan rather than allowing them to sit on a checklist.

conclusion

A brand audit provides an honest look at how your business is presented and perceived. By reviewing your visual identity, messaging, customer experience, and overall consistency, you can identify opportunities to strengthen your brand and better support future growth.

At ninety two, every branding project begins with understanding where a business stands today. Through strategic brand audits, we help businesses uncover opportunities, eliminate inconsistencies, and build stronger brands that support long-term success. If you’re ready to evaluate your brand, contact ninety two to schedule a consultation.

A unique value proposition defines the value your business provides and what sets it apart from the competition. It’s one of the foundations of a strong brand because it influences your messaging, marketing, and overall customer experience. Without a clear value proposition, your business may struggle to explain what makes it different, making it more difficult to attract and retain customers. 

what is a value proposition?

Simply put, a value proposition is a statement that explains why customers should choose your business. It communicates what your business offers, who it serves, and why it is different from the competition. Unlike a slogan, tagline, or mission statement, a value proposition focuses on the value your business delivers rather than creating a memorable phrase. It serves as the foundation for how your business communicates with its audience and should remain consistent across every customer touchpoint.

why a value proposition matters

A strong value proposition helps your business communicate clearly, stand out from competitors, attract the right customers, and guide branding decisions. It gives potential customers a reason to choose your business by clearly explaining the value they can expect to receive. Without a value proposition, marketing often becomes generic and fails to communicate what makes your business unique. When your business consistently communicates its value, it becomes easier to build trust, strengthen brand recognition, and create meaningful connections with customers.

how to create a unique value proposition

understand your target audience

Before developing a value proposition, you need a clear understanding of your target audience. Start by researching your existing customers and identifying common characteristics. Consider what they like, the problems they are trying to solve, the goals they hope to achieve, and what influences their purchasing decisions. It’s important to look beyond demographic information such as age or location. Understanding customer behaviors, values, motivations, and challenges provides a much clearer picture of what matters most to them. The better you understand your audience, the easier it becomes to communicate meaningful value.

identify the problem you solve

Customers don’t purchase products without reason. Rather than focusing only on what your business sells, consider the challenges your products or services help solve. Identifying those challenges allows you to shift your messaging from features to benefits, making your value proposition more meaningful to potential customers. When customers understand how your business improves their lives or solves a specific problem, they’re much more likely to choose you over a competitor.

determine what makes your business different

Every business has something that sets it apart. Whether it’s years of experience, exceptional customer service, specialized expertise, personalized solutions, or innovative products, these qualities help distinguish your business from the competition. Rather than listing every strength, focus on the qualities that matter most to your customers. Ask yourself what your business does better than competitors and why customers continue to choose you. The answers often reveal the strongest foundation for a compelling value proposition.

keep it clear and simple

Once you’ve identified the key ideas, write your value proposition using clear, straightforward language. Avoid industry jargon, vague claims, and overly complicated wording. A strong value proposition should quickly answer three questions: what does your business offer, who is it for, and why should customers choose your business. If those answers are immediately clear, the value proposition is doing its job.

how a value proposition influences branding

Your value proposition shapes every aspect of your brand. Your messaging, website copy, advertising, social media, visual identity, and even customer service should all reinforce the same promise. When every part of your business consistently communicates the same value, customers develop a stronger understanding of your brand. Over time, this consistency builds trust, increases recognition, and helps create lasting customer relationships.

signs you have a strong value proposition

Your business likely has a strong value proposition if customers immediately understand what you offer, how you’re different from competitors, and why your products or services are valuable. Your marketing materials should feel focused and consistent, and your employees should be able to confidently explain what makes your business unique. If your business struggles to explain why customers should choose you, or if your messaging changes across platforms, it may be time to revisit your value proposition.

conclusion

A unique value proposition is more than a statement—it’s the foundation of how your business communicates its value to the world. By understanding your target audience, identifying the problems you solve, and clearly communicating what makes your business different, you can develop messaging that builds trust and sets your brand apart from the competition.

At ninety two, every branding project begins by identifying what makes a business unique. Through strategy, messaging, and design, we help businesses develop brands that clearly communicate their value and connect with the right audience. If you’re ready to define what sets your business apart, contact ninety two to schedule a consultation.

Developing a successful brand starts with understanding who you’re trying to reach. Before designing a logo, developing a website, or launching a marketing campaign, businesses should first define a target audience. Every branding decision—from messaging and visuals to advertising and customer experience—should be made with a specific audience in mind. By identifying the people most likely to benefit from your product or service, you can create stronger connections, build customer loyalty, and maximize the effectiveness of their branding efforts. 

what is a target audience?

Simply put, a target audience is the group of people a business is trying to reach. Whether that audience consists of customers, clients, stakeholders, or donors, each group should be carefully considered and clearly defined. Rather than trying to appeal to every consumer, businesses should focus on the audience that is most likely to benefit from their products or services. These are the people most likely to engage with the brand, make purchases, and become loyal supporters.

why defining your target audience matters 

A clearly defined target audience helps businesses reach the right people with the right message. By tailoring messaging, visual identity, and marketing efforts to a specific audience, your businesses can create stronger connections and generate a higher return on their marketing investment. When a business understands who it is speaking to, every branding decision becomes easier. 

how to define your target audience

1. look at current customers 

The best place to start is with the customers already choosing the business. Look for patterns in the demographics and behaviors of those who frequently purchase your products or services. More importantly, consider what they are buying and why. Every product or service solves a problem. Identifying the challenges that lead customers to seek out a solution can provide valuable insight into who the target audience truly is.

2. research competitors 

Understanding the market also means understanding the competition. Review competitors’ target audiences just as carefully as your own. Identify who they are targeting, how they communicate, their strengths, and where opportunities exist. This research isn’t about copying competitors—it’s about identifying gaps in the market and discovering ways to differentiate the brand.

3. identify common characteristics

After researching both existing customers and competitors, begin identifying common characteristics among the target audience. Don’t limit the analysis to demographics such as age, location, or gender. Consider psychographics as well, including values, lifestyles, goals, purchasing habits, and challenges. The more clearly a business understands what motivates its audience, the more effectively its brand can communicate value and build meaningful relationships.

4. develop a persona 

Using demographic and psychographic information, develop a customer persona that represents your ideal audience. For example, Jared is a 32-year-old small business owner living in the suburbs. He values the long-term success of his business and is looking for ways to strengthen his marketing and branding efforts. While Jared is fictional, he represents the type of customer this article is intended to reach. Creating personas helps businesses make branding decisions with a real person in mind rather than a broad, undefined audience.

common mistakes 

trying to reach everyone 

One of the most common branding mistakes is trying to appeal to everyone. In reality, broad messaging often resonates with no one. Businesses that focus on a specific audience are more likely to build meaningful relationships and develop loyal customers.

focusing only on age 

Age alone doesn’t define a target audience. Two people of the same age can have completely different lifestyles, values, interests, and purchasing behaviors. A complete audience profile considers far more than basic demographics.

ignoring existing customers 

Existing customers provide valuable insight into what is already working. Their purchasing habits, feedback, and behaviors can help businesses better understand their audience and refine future branding efforts.

never revisiting your audience 

Businesses evolve, and so do their customers. As products, services, and markets change, target audiences may shift as well. Periodically reviewing the audience ensures the brand continues to communicate with the people it is best positioned to serve.

how your audience influences branding

The ultimate goal of a brand is to resonate with its target audience. Logo design, color palettes, typography, messaging, photography, website design, and marketing efforts should all reflect the preferences and needs of that audience. When businesses clearly understand their target audience, branding becomes more focused, messaging becomes more effective, and marketing attracts higher-quality leads. Over time, this consistency helps build trust, recognition, and customer loyalty.

conclusion

Defining your target audience isn’t about excluding people—it’s about communicating more effectively with the people who are most likely to choose your business. The better you understand your audience, the easier it becomes to build a brand that connects, builds trust, and drives long-term growth. 

At ninety two, every branding project begins with understanding your audience. Through research, strategy, and collaboration, we help businesses develop brands that connect with the right customers. If you’re ready to build a brand with purpose, we’d love to help. Contact us today for a consultation.

So you’ve built a brand that proudly represents your business and supports long-term growth—but now what? The next step is implementing your brand across every customer touchpoint, from signage and social media to internal documents and marketing materials. This is where guidelines come in. Brand guidelines exist to ensure every touchpoint looks and feels like it comes from the same business, encouraging consistency and supporting growth.

what are brand guidelines?

Brand guidelines are documents that establish a framework for how your brand should always be presented. Whether it is your messaging tone, visual identity, or brand application, these guidelines define the standards for how your business communicates with the public. The document may include:

• logo usage and clear space

• logo variations

• color palette (primary and secondary colors)

• typography

• brand voice and messaging

• photography style

• graphic elements and iconography

• social media standards

• website styling

• print materials

• do’s and don’ts

• examples of correct and incorrect usage

5 reasons businesses need brand guidelines

Not every business requires long, detailed frameworks, but every business should at least develop general standards for how its brand should be showcased. Here are five reasons why:

creates consistency

To become instantly recognizable to your target audience, your branding needs to be clear and consistent. Using different logo variations, fonts, and colors can confuse consumers and weaken the connection between the business and the brand.

saves time

By having specific instructions for how to portray your brand, the creative process of developing signage, messaging, social media content, and more can happen faster. There is no need to guess which logo to use or which color palette to employ; the decision has already been made.

protects the brand

Repeated inconsistencies not only decrease brand recognition but also diminish the overall quality of your brand. A strong brand conveys professionalism, and maintaining that identity across every platform reinforces customer trust. Guidelines protect the investment you’ve made in your brand by ensuring it is presented correctly every time.

allows for easy vendor communication

Whether you’re working with a printer, sign company, web developer, photographer, or marketing agency, outside vendors need access to your brand assets and instructions for using them. With brand guidelines, you can easily communicate what needs to be done, making collaboration more efficient.

supports business growth

As businesses grow, more people become involved in creating content. Without guidelines, each employee interprets the brand differently. With guidelines, everyone works toward the same end goal, resulting in a consistent customer experience regardless of who is producing the content.

conclusion

A strong brand isn’t built through one great logo or one successful marketing campaign. It’s built through consistency over time. Brand guidelines provide the structure that keeps every piece of communication aligned, helping businesses appear more professional, recognizable, and trustworthy. Whether you’re launching a new company or refining an established one, brand guidelines ensure your brand continues working for you long after the design process is complete.

If you’re ready to create a brand that works as hard as your business does, the team at ninety two is here to help. From brand strategy and visual identity to comprehensive brand guidelines, we’ll build a brand system that sets your business up for long-term success. Contact us today to get started.

Branding is one of the most talked-about aspects of business, yet it is also one of the most misunderstood. Many business owners have preconceived notions about what branding is, how it works, and whether it is worth investing in. While some of these assumptions may seem harmless, they can prevent businesses from reaching their full potential. Here are six of the most common branding misconceptions and the realities behind them.

1. “my logo is my brand” 

A brand is more than just a logo—it is the entire identity of your business. From the color palette you use to the way you communicate with customers, a brand solidifies the personality of your business. Companies with only a logo may find it difficult to differentiate themselves from competitors. Great branding allows a business to stand out in a competitive market, develop relationships with customers, and a positive reputation with the public. 

2. “branding and marketing are the same thing”

Branding is a core facet of marketing, but the two are not the same. Marketing encompasses product development, distribution, pricing, and promotion, while branding focuses on creating an identity for a business or product. However, it’s important to understand that one cannot effectively function without the other. Without branding guidelines, companies may struggle to market a product with clear and consistent messaging. Consumers may fail to recognize the product or become confused about its purpose. On the other hand, without marketing, a brand cannot gain visibility and grow. Even the strongest brand will go unnoticed if it is never promoted.

3. “good branding is just about looking professional” 

Professionalism is often the result of strong branding rather than its foundation. A successful brand is not just about looking attractive—it’s about communicating the personality of your business. A visual identity should appeal to your target audience, reflect your business values, and reinforce your unique value proposition. As a result of refining your identity and maintaining consistent messaging, consumers will begin to trust the company as a professional entity. Looking good is important, but it’s only one piece of an effective brand strategy.

4. “a rebrand means changing everything” 

Rebranding your business doesn’t have to be a dramatic or intimidating process. In many cases, a rebrand is simply a strategic refresh of an existing identity. Small adjustments can help modernize a brand and better align it with the company’s current goals, audience, and market position. A rebrand may involve refining messaging, updating typography, refreshing visual elements, or improving consistency across platforms. Working with an experienced branding agency can help make the process smoother. Professional designers understand how to modernize a brand while preserving the elements that customers already know and trust.

5. “customers only care about price”

Price is certainly an important factor in many purchasing decisions, but it is rarely the only one. Consumers also consider trust, reputation, familiarity, and perceived value when deciding where to spend their money. Strong branding helps build these qualities, giving customers confidence in their decision. When people understand who you are and what your business stands for, they are often more comfortable choosing your products or services.

6. “a brand should appeal to everyone”

Trying to attract everyone often results in attracting no one. A brand should appeal to its specific target audience, not the general public. Instead of creating a generic brand that is broadly appealing, focus on the consumers most likely to be interested in your products or services. When your branding resonates with your audience, you’re more likely to turn prospects into customers. Targeted branding not only drives sales conversions but also builds customer loyalty, proving that consumers prefer brands that speak directly to their needs and interests.

conclusion 

Successful branding goes far beyond a logo or a polished appearance. It is a strategic tool that helps businesses build recognition, establish trust, and connect with the right audience. By understanding the realities behind these common misconceptions, business owners can make more informed decisions about how they present and grow their brands.

Ready to strengthen your brand? The creative and strategic team at ninety two helps businesses develop identities that stand out, connect with customers, and support long-term growth. Contact us today for a consultation.

Many small business owners assume branding is only necessary for large corporations. When you’re focused on sales, operations, staffing, and growth, investing in branding can feel like a luxury. In reality, branding is often one of the most valuable investments a small business can make.

branding is the first impression

Before a customer experiences your product or service, they experience your brand. Your logo, website, signage, social media, or marketing materials could each be a consumers first touchpoint with your business. With strong branding, owners ensure that the first impression of their business is a good one. Well established branding helps communicate professionalism, credibility, and quality before a conversation ever takes place.

branding builds recognition

People are more likely to remember businesses with consistent and clear branding. Cohesive colors, typography, messaging, and visual identity help customers recognize your business wherever they encounter it. The more familiar your brand becomes, the more likely customers are to think of you when they need your products or services.

branding creates trust

Trust is one of the most important factors in a customer’s purchasing decision. Professional branding signals that a business is legitimate, established, and invested in its reputation. In other words, a well established identity shows consumers that you care about how the business presents itself. Inconsistent or outdated branding can create doubt, even if the business provides excellent service.

branding helps you stand out

Small businesses often compete against larger companies with bigger marketing budgets. A strong brand gives customers a reason to remember you when comparing their options. Instead of competing solely on price, branding helps communicate what makes your business unique and why customers should choose you over a competitor. 

branding can increase perceived value

Customers don’t only buy products and services—they buy confidence. Strong branding often allows businesses to command higher prices because customers perceive greater value, professionalism, and reliability. This is one reason why two companies offering similar services can charge vastly different rates.

conclusion

Branding is not just for large corporations. For small businesses, branding can be the difference between blending in and standing out. It helps build trust, improve recognition, support marketing efforts, and create a lasting impression on potential customers.

Ready to build a brand that works as hard as you do? The creative and strategic team at ninety two helps businesses develop memorable identities that support long-term growth. Contact us today for a consultation.