Branding Done Right
With methodical thought and creativity, develop a brand that energizes and excites.
Why does brand matter?
Brand awareness and recognition are facilitated by a visual identity that is easy to remember, is immediately recognizable and should answer these questions:
- Who are you?
- Who needs to know?
- How will they find out?
- Why should they care?
Consistency is key. Every communication with your customers is vital in building and reinforcing the brand. From stationery to advertising and web presence, a uniform brand message is critical.
Remember: A brand creates a consistent impression, image, and trigger in the minds of customers – good or bad.
Effectively defining, developing and communicating a brand to customers, potential customers and employees increases loyalty and long-term relationships.
Types of branding1
Co-branding:
Partnering with another brand to achieve greater reach. This could mean connecting with other businesses or influencers in complementary relationships.
Digital branding:
Web, social media, search engine optimization, driving commerce on the web.
Cause & Non-Profit Branding:
Aligning your brand with a charitable cause or corporate social responsibility.
Regional Branding:
This could include rural municipalities, cities, provinces, all the way up to entire countries, as a means to attract tourists, new residents and new businesses.
“Brands now appear regularly on balance sheets in many companies. The intangible value of the brand is often much greater than the corporation’s tangible assets.”
Wally Olins, The Brand Book
What’s in a brand?1
Market Navigation:
Brands help consumers choose from a vast array of options.
Value Reassurance:
Brands communicate their unique value proposition, helping customers feel like they’ve made the right choice.
Engagement:
The use of imagery, colors, language and association can encourage customers to identify with the brand.
While design doesn’t always have to be ‘rigid’, underlying guidelines and structure can provide a purposeful framework.
For example, many of us interact with the Golden Ratio every day without even noticing – it brings an aesthetically pleasing arrangement to everything from naturally occuring wildflowers and architecture to page layouts and stunning photographs. Often when something ‘feels off’, using tools like this can restore order and pleasing aesthetics to the viewer.
Design: why it can make or break a brand
Remember, every interaction customers have with your brand creates an impression, positive or negative. This means the design of assets such as logos, websites, and product packaging need to appropriately convey your brand, yet also be functional and work in harmony with your entire communication strategy.
This is why design is much more than creating pretty pictures or a nice single piece. Where the rubber really hits the road is when your design team can work in tandem with the organization to create a strategy to help grow your brand.
By employing a sound strategy and creating measurable tactics to communicate with your audience, you have the power to guide them through the true essence of your brand and unique selling points. Make it count.
1Alina Wheeler, Designing Brand Identity