While many might think branding is what defines your company visually, your brand is complex and much more than a logo and a color palette. It’s what defines your promise to your customers and what your company stands for, translated into a visual language that resonates with the people you want to do business with. It’s perception, emotion, vision, and goals all wrapped up into a neat and tidy package that helps define your company.
Developing a brand is no simple task and relies on expertise in strategy, design, and marketing to create lasting success. Your brand is also your competitive advantage. Would Apple or Nike mean anything if they were just a nice looking logo? Probably not – but it’s this visual representation which has been carefully strategized that carries their message forward.
What is the intention and purpose of your brand? Why does your company exist and what problems do you solve for your customers? How do you differentiate? You might also call this your mission for the company. Tesla for example exists not simply to sell electric cars, but to ‘accelerate the world’s transition to sustainable energy’.
Is your brand reaching the right audience? Performing market & target research is a critical component of brand strategy and helps to define how your brand should be perceived to those who are most likely to engage and purchase your products or services.
Your brand is a platform, and without one maintaining consistency both within your messaging, and visuals can send mixed messages to your customers. As a great example, Coca Cola Versus Pepsi. Coca Cola has proven to be a far superior brand in terms of it’s global recognition and reputation mainly due to it’s ability to play within a certain set of rules defined by their brand. While Pepsi was busy fidgeting with their logo (They’ve made many changes over the years) Coca-Cola has been rewarded for always staying consistent.
Lastly, once your brand’s intention, audience, goals, and objectives have been defined, your brand identity can start to take shape. Everything from your logo, to stationery, and website should take into consideration the above points to best translate and capture your brands message. Your brand acts as a bridge between your business and your customers, giving them trust and confidence in your company when making a purchasing decision.