Having the right branding can make or break your business. If people don’t associate your business with something they like, they probably won’t buy from you, no matter how great your product or service is. It’s important that you do a lot of research into what works best for other businesses in your industry, and use these guidelines to create a brand that stands out among the rest. 93% of people say the first interaction usually decides if they will continue their relationship with a brand.
What is branding?
Branding is the all encompassing identity of your business. It is also the process where a business makes itself known to the public and differentiates itself from competitors. A brand identity includes logos, colors, fonts, and all of the other visual aspects that are present in a company’s marketing materials, as well as tone of voice in copywriting, and social media content. Every great brand should be easily explained with a few solid descriptors.
Why is branding so important?
Branding your business is the first step to controlling the image you portray to customers. Creating a logo and a brand identity will define what your business is about, who it’s geared toward, and how it distinguishes itself from competitors. A strong logo can help create customer loyalty and brand recognition. Customers are more likely to remember brands with memorable logos than those without them. In turn, this leads to greater customer retention because they feel an attachment and familiarity with the brand. Research shows that 82% of people are very likely to buy from a brand they already have experience with.
Apple has one of the most recognizable brands on earth.
It is a powerful tool that can help your business stand out in the crowded marketplace. When creating a brand, you have an opportunity to control how people will feel about your brand. Do you want them to feel trust and dependability?(Blue has been shown to be It’s reliable, responsible, and mentally soothing.) Do you want to portray luxury? (Purple has been associated with spirituality, royalty, and elegance.) You’ll have to be very clear on this so that you know what colors, fonts, and imagery will resonate with your target audience and make them feel the way you want them to feel.
By that same merit, branding can help build trust with your audience. Putting time and effort into a brand legitimizes you as a business, and reflects your goals, values, and culture.
Beginning the branding process.
We encourage businesses to explore mood boards- these are collections of photos, colors, and typography usually curated around one particular theme or sentiment. They are a visual communication that serves as a visual communication of the overall feel of your brand. Once you have an overall aesthetic in mind, it is time to get into the design. We want to make sure that your logo, fonts, and colors are cohesive so they represent your brand and narrowed down to specifics. The key is to choose one or two fonts, colors, and images that will tell people what kind of product or service you offer. When working with clients we often start by asking them about their values. From then, we begin to design the logo.
A warm, cozy moodboard. Source: Freepik
75% of people recognize a brand by its logo, making it the most important aspect of your brand. When designing a logo, user experience is the most important thing. It may be tempting to create a very intricate or colorful logo, but when that logo is scaled down, it may not be recognizable. A good logo looks great in black and white as well as full color.. After the logo comes the slogan, which should also reflect the feeling your business wants its customer base to experience. Now all you need are materials like packaging and advertisements that reinforce the message of how great your company is.
Once the brand is defined with strict parameters, you create supporting collateral that reflects the company’s values. This could include everything from web design and copywriting to product packaging and advertising, and voice for all written materials.
What makes a brand successful?
Above we have outlined what branding is, and how we would complete the branding process, but how do we know if we’re successful? We measure brand success by the following points:
- The brand has a clear and well-defined identity. It needs to know who it is and what it stands for, have a personality that is appropriate for the target audience, and it needs to be able to communicate that to consumers.
- The brand connects with consumers on an emotional level. It understands what consumers want and need, and it creates products or services that meet those needs.
- The brand must be able to stand out from the competition. It needs to have a unique selling proposition that sets it apart from other brands in the market.
- The brand builds trust with consumers. It is transparent and honest in its dealings, and it delivers on its promises.
- Lastly, the brand doesn’t stand still. Even the best brands can always improve, and a solid brand knows when to evolve.
Volkswagen’s brand evolution.
As we’ve said before, branding is everything, so make sure to take the time to curate the perfect brand for your business.
Want us to create the perfect brand for you? Talk to Glass Ivy now.