With the new year well and truly upon us, many of you may be looking into starting new ventures, or even breathing some new life into existing businesses. One important, if not THE most important, factor to consider when inventing or reinventing your company is your brand. Although we cannot touch or feel brands, companies like Apple have brands that are worth more than $200 billion! But what does it take to make a successful brand? Here are some things to consider:
Identity
When creating a brand identity, you should think of it as a visual representation of your brands values. It should be designed to communicate your company’s overall message as well as promote your business goals. The most important parts of brand identity are:
Consistency
Visual elements of your brand identity should be used consistently across all promotional and marketing materials such as business cards, packaging and your website. Each part of your brand should have the same basic style and design elements, this will support a clear and cohesive branding package.
Differentiation
Brand identities can help to differentiate your company from competitors as well as appropriate its positioning. Thus, creating a brand with a professional, creative and individual design can help you stand out to potential customers.
Memorability
When you have an identity package, your branding will be included on all your marketing materials, thus increasing brand awareness. The more your brand is feature, the more memorable it will become and the more customers it will reach.
Loyalty
Brand identity allows customers to connect more personally with your company. Therefore, with an effective brand identity, you can build customer loyalty and trust.
Logo
Similarly to a brand identity, a logo should be used consistently and can help with brand differentiation, memorability and customer loyalty. Although, it could be argued that without a logo you do not have a complete brand identity.
Logos are intended to be the ‘face’ of your company. In one small visual, they’re purpose is to communicate your brand identity and what your company represents. Studies have repeatedly shown that people recognise and relate to images much better and faster than text. In this new image cantered, internet-led, social media dominated world the logo has never been more important. A strong brand name and logo helps to keep you at the forefront of your potential customers. Therefore, you should try to make your logo unique and instantly recognisable to your brand.
Personality
When you add human characteristics to a brand name, you start to create a brand personality. They help customers relate personally and emotionally to your company.
Your brand personality is usually linked to your branding strategies and marketing activities.
Branding
Things like your brand name, colours and fonts used, as well as your chosen logo all have an effect of your brands personality.
Marketing
Taglines, product packaging, and marketing communication strategies have a huge role in defining a brand’s personality.
The best way to figure out your brand personality would be to write a list of keywords that best describe your brands character as if it were a person. Think about how you want your brand to be perceived by your target audience and how it should make them feel.
We hope this is helpful, and you can always get in touch with us if you’d like any help with branding for your business!