Why you need more than just a logo…
The branding process is the fundamental process of building an identity. It is the process of defining a business and then developing a strategy to communicate that definition.
A brand strategy can be defined as a plan to achieve your objectives by aligning your marketing, communications, and other activities with your desired brand image.
It is an essential part of any successful business because it defines the company's values, goals and objectives for its customers. Here’s a few pointers to get you started…
Define what you want to achieve from branding: What do you want people to think about when they see your logo? What do you want them to feel? What do you want them to remember?
Write down how you will achieve this.
Identify who your target audience is. Who are the people that will be your best customers?
1. WHAT IS BRANDING?
There’s a common misconception that brands are just a logo. For example, Apple - you immediately think of the logo. But actually, it’s important to remember that brands are more than just a logo. They are a concept that is created and communicated through all the different elements of marketing. A brand is not just about the logo, but also about the company's values, mission, personality and how it communicates with customers to create a unique experience.
One of the first steps to building a successful brand is understanding what it is. Branding is what makes a company or product stand out from the competition. This can be done in many ways, but it always includes a logo, slogan and colour scheme. These are all things that help consumers recognise and remember your brand.
A strong branding strategy will also include defining your target audience and creating a marketing plan that will reach them on multiple platforms.
2. BRAND ATTRIBUTES
Brand attributes are the five key aspects of a brand that should be used to build and maintain a positive image. These five key aspects are:
Quality
Believability
Exclusivity
Value
Personalisation
More on that another day… but you get my point, right?
3. VISUAL DESIGN & CORPORATE IDENTITY
Visual design and corporate identity are the two most important aspects of any business. They define the company’s personality, communicate its values and create a unique identity that sets it apart from other companies in the market. A strong visual design is not just about choosing a logo or colour palette. It is about creating a cohesive experience for customers and employees by integrating all aspects of the visual branding, including logos, fonts, colours, illustrations, photography, videos and animations.
4. BRAND STRATEGY VS MARKETING STRATEGY
A brand strategy provides the vision and direction for a company's marketing efforts. It defines who the brand is and what it stands for to customers, employees, investors, and stakeholders. In contrast, a marketing strategy is concerned with how a company will market its products or services. For example, a marketing strategy might include developing a sales funnel that guides potential customers from awareness through to conversion. A brand strategy should not be confused with a sales strategy, which is concerned with how to get people to buy a product or service.
5. SUMMARY
Brands are like humans: they take time to develop and evolve. Branding is a process by which you create and communicate a unified identity for your company. It can be the most valuable element of any business. Yet, most businesses fail to effectively create their brands. Why? Because brand building is not just about the logo.
A brand is much more than just a logo - it's a way of life. You wouldn't show up for work in the same outfit you wore yesterday, or in the same shoes, you wore the day before that. You don't even actually have to be wearing different clothes. It is about having an image that people can associate their business with. A brand is the image that people have in their minds when they think about you and your business.
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Not sure where your brand sits? Don't worry - I’m here to help. I’d love to help you develop your brand into something bigger, better and more targeted.
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