What is Branding?
Imagine meeting someone for the first time. In a matter of seconds you have a few preconceived ideas about them. Whether they are in a relationship or single, sensitive or strong, creative or corporate, serious or funny, friendly or formal...
A brand development is a lot like meeting someone for the first time. The person you meet has made a conscious decision how they want to be perceived by the world, in a similar sense a company’s brand identity is part of how they want to be perceived by the consumers. It reflects the company’s values, services and products in a way to appeal to their ideal audience.
So yeah, that's all good and well, but why do I need it?
Millions of businesses and blogs fail within the first year. It’s a very sad truth. The reason behind it? Lack of planning.
Without knowing it, many companies are not communicating in an effective, clear way to their consumer. It’s kind of like the telephone game, where 2 cups are tied to a string and one whispers on one end and the other listens. But what goes in at one end as, “we care about saving mothers time”, is heard as ,”we will be costing mothers a dime”.
By creating a strong, clear and effective brand identity this entire headache can be avoided.
Establishing a good brand identity you can get the right message to the right consumer, effectively communicate your brand values, display your advantages over competitors, create instant recognition of your service or product, and control how you are perceived by the audience.
So I just need a logo?
No. It's a very common misconception that a brand is simply a logo. A logo is simply one, very small part of it. Branding includes Advertisements, Copywriting, Images, Business Cards, Websites, Social Media and much more.
Let's break this up for a better explanation:
The first part in setting up your business is getting a Business Plan together. A complete SWOT analysis, identifying competitors, ideal target audience identification, discovering your core values and so forth.
The second is Brand Identity. This is where a company like ours come in. Your business plan and identity need to align to showcase clearly, and effectively, your values, products or services, intentions and message. Logos, color, patterns, stationary and so forth are created to ensure a consistent message is always communicated to the consumer.
So once I have all that, I'm done with branding? Does that mean I'm now set for success?
Yes & No. You might have the basics down, but branding is not a once-off, as some might make you believe. A brand should remain relevant throughout the years and this requires continues work. A brand essentially should evolve as the business grows. You might have the basics set, e.g. logo, color palette, brand message & values, but if you truly want to be successful, brand building never truly ends.
This is actually the third part of branding: Brand Management. It might include Social Media Management, Marketing, Advertising and Blog Posts. The most important part of this, is to create a marketing strategy. A specific amounts of posts on Twitter per week or amount of blog posts per month. Commit to it and set time aside to invest in these areas and you should be strongly on your way to a successful brand.
Ready to get started on your branding journey?
Download our free GET BRANDED Workbook