A professionally designed and well executed brand will represent your product or business and it’s values in the best possible way. This helps create a credible reputation from your customers’ viewpoint.
1. What is a brand?
A brand is far more than a logo. The logo is one small element of the brand which sets the tone of how the overall brand will look. All the other elements, fonts, colours and supporting graphics revolves around the logo’s style, making the logo an integral part of the brand – hence a lot of effort, strategy and thought should be applied to the logo design process and it should not just be a ‘pretty’ picture.
Branding is how your product or business is perceived by the public and by customers. It is the entire experience that people have on a day to day basis – from the signage on your building, to the way you answer your phones, the way you drive that branded vehicle and the way you behave in public in your branded uniform. So be aware – you are always on show and that brand experience needs to remain consistent in order to create the perception you want.
People like doing business with brands that they trust, brands that appear credible and one’s they have had a good experience with. This is where good design is important as people are naturally attracted to visually appealing websites, products and stores.
4. Brand awareness
People who have had a good experience with your brand, whether online, instore or elsewhere are far more likely to share it with their friends and colleagues. Creating brand awareness is an essential part of building any brand and is typically done with online marketing, vehicle and building signage, advertising and word of mouth.
Well designed and executed branding can boost sales significantly. There have been many reports of how sales have taken off after a new brand has been launched. One company reported an increase in turnover of over 3 times within a 3-month period after launching their new brand. There are no guarantees, but one vital factor is to execute the brand well and across all platforms – digital, print, signage.
Executing the brand well means consistency. Every touch point with the brand should be consistent. The marketing and design strategies will define. A good idea is for your designers to create a brand guidelines document featuring the rules around how the brand is used. This should then be adhered to and policed by brand managers, sales staff and any subcontractors.
Now that you’ve developed your brand, implemented it both physically and mentally and all your staff have bought into the new brand, it’s time to own the brand and manage it. It is vital that the brand message, colours and styles remain consistent (as mentioned in #6). You’ll notice that any big brand will maintain their brand come hell or high water. That’s because maintaining the brand and sticking to the brand rules is vitally important to the growth of that brand. So make sure that you maintain it yourself, or hire a brand agency to manage it for you.