Branding & Logo design
Your brand is your business
A strong, cohesive brand should stand at the very heart of your business. It’s what your clients and customers will come to recognise – and have confidence in – at every point of contact. Not only that, a strong brand will also play a pivotal role in the way you market and advertise your business. It needs to be clear, decisive and representative of your company ethos.
What is Brand?
Brand isn’t just a logo, a colour scheme, a font choice… It’s a declaration of who and what your business is. It’s why you do it and, most importantly, it’s what lets me as a customer connect to you, your service or your product over someone elses. Visual identity is often confused with brand as it’s the surface of the iceberg, it’s what we can easily perceive but it goes much deeper…
A good brand will:
- Deliver a clear message and strengthen credibility
- Form an emotional connection with your customers, motivating buyers and creating user loyalty
- Attracts like minded businesses for collaboration, aiding your brand ecosystem
- Optimise impact by focusing strategy
- Reduce company friction by unifying goals
- Attract employees that are a good fit based on authentic drives
Why do I need a brand?
First, if you replace the word brand with reputation you’ll probably get a better feel for what it can do for you business. Whether you want it or not, your business has a brand. It’s how your business is perceived. It’s not something you can control directly but, by understanding it, you can become its custodian.
When you have clear brand guidelines you have a mental (or physical) checklist that ensures everything you do, and everything anyone else does for you, is on brand. It tells the story you want to tell. It creates consistency and allows you to see your position in the marketplace more clearly, allowing you to see opportunities and weaknesses easier. One of it’s biggest benefits is that it will make decisions easier as you have a framework to work within.
Think of your brand as the persona of your business. Lets look at Pizza hut and Pizza Express. They both serve the same product, Pizza. So what’s the difference? Doesn’t that make the two interchangeable? Of course not, your experience will be entirely different at Pizza Hut from what it would be at Pizza Express.
How well do you recognise their brand?
Compare how much of what you can already imagine your experience will be like dining at either. Can you see the lighting? Envisage the way the staff will treat you? The way other customers will be acting? Their Building, interior and exterior, colours, logos, uniforms, tables, menus, cutlery? The smell? And finally the product. You could be anywhere in the country and you’d be imagining the same things as me. Thanks to their strong guiding brand these restaurants are recognisable wherever you go.
Building a brand
Branding can be difficult. It means pulling your business apart (metaphorically), really looking at it’s components, understanding, and defining them.
If you can do this, you then need to nail down your core values. These will be the traits and qualities your business values as it’s highest held priorities, it’s deeply held beliefs, it’s fundamental driving forces. This will create a mission for your business outside of just making profit, and that’s where an emotional connection can happen.
This is why having a brand becomes important, by following through on your word, sticking to your core brand ethos, you will be seen to be what you say you are, you will be trusted, and you will draw people who value the same ethos as your brand to your business
What's the difference between marketing and brand?
As an easy example, think of a company that provides a service quickly, and to a high standard. If they’re known for that, that’s part of their brand. If they are telling people that’s what they do, that’s marketing.
Marketing has the difficult job of getting people to trust that what you’re telling them is true. Design can help; a strong visual identity can portray a level of trustability. Perhaps you could include some testimonials singing your praises? That’s certainly going to add to your credibility but, if I haven’t heard of your brand before, it’s still a leap of faith to believe your sales pitch, or that the testimonials aren’t edited, or even made up. This is why having a brand becomes important by following through on your word, sticking to your core brand ethos, you will be seen to be what you say you are, you will be trusted, and you will draw people who value the same ethos as your brand to your business.
Good marketing feeds your brand. When you are marketing you’re pushing your message out. When you have a strong brand, it pulls people to you, it maintains trust and draws new customers through recognition, it generates word of mouth marketing, it says ‘this is what we do and, this is why we do it. If you need it, you need us‘.
How strong is your brand? Can you answer the following questions?
- What does your business do? (Starting easy)
- Who is your business' ideal client? (who do you want to attract/who will be attracted to your business)
- Where does your business excel? (What's the thing that's going to make me pick you over any other business)
- What are your business' values? (it's important to pick beliefs your business already holds, so it's easy to portray them to the public)
- What's your business' personality, fun, practical, serious, zany, masculine, feminine?
- What are your business goals? You want your brand to last, where do you want it to take you?
How can we help?
Come have a chat. Find out how we can help with a plan for evolving your brand and establishing an effective marketing strategy to increase your customer retention and conversion…