TAKE FLIGHT
And view your competition from the stratosphere
WHY BRAND?
Why is it necessary to brand professionally?Quite simply because professional branding gives you an edge over your competition. It creates a higher perceived quality for your product or service, and promotes repeat purchases and customer loyalty.
Just look at the companies that are top in their fields. What do they all have in common? Successful branding.
Branding is more than just a pretty logo. It’s a thorough strategy with a defined focus – and clear message for your target market – about who and what your business is. Professional branding can help any business of any size do better, reach further, and leave a greater lasting impression.
5 BENEFITS OF EFFECTIVE BRANDING
1. Promotes Brand or product loyalty People like what they know
2. Creates competitive advantage through differentiation and laws of attraction
3. Professional display of consistency creates credibility
4. Builds Brand equity strength in internal and external communications
5. Attracts talent to make your business all the stronger
Every passionate business owner needs a brand they can relate to, have influence over, and makes them proud.
UNDERSTAND BRANDING TERMS
Compelling branding must be authentic, and showcase the essence of the business. Therefore, it needs your input. You are the heart of your business and no branding strategy – even that created by the world’s finest branding agency – can survive without its heart.
Therefore, it’s important that you fully understand all that branding entails.So, what are the differences between the termslogo, brand, branding, and brand identity?
LETS START WITH LOGO
This one is simple. Your logo is the icon or mark that identifies your business.It represents who you are, what you do and what you stand for. Your logo should be relevant to your industry and purpose, so it is recognizable and obvious to customers
Your logo should be simple and direct. On the practical end, this allows for legibility and effective application to media such as embroidered shirts or caps. On the conceptual end, this allows your logo to make a snap impression that can grab attention without demanding too much time from your target market. Your logo should be memorable to help generate consumer action, and word of mouth.
Most importantly, your logo should resonateand be memorable toyour target audience.
WHAT IS BRAND IDENTITY?
Brand identity is the visual elements and tools used to communicate your message to the marketplace. Brand identity elements are often detailed in a corporate identity guidelines document. This document is sometimes confused with branding, itself. However, a corporate identity guidelines document is only one component to the larger concept of branding.
Brand identity is expressed through your logo, website, marketing materials,and iconography. It establishes a specific, intentional, and consistent look and feel to help consumers easily identity your company.
A diverse corporate identity may include:
- Print material: brochures, business cards and letter heads
- Outdoor material:Signage, pull up banners, umbrellas, billboard advertising, vehicle branding
- Digital material: websites, directories, social media and online advertising
- Ambient marketing: promotions, events, sponsorships, employee input
Brand identity is an essential and effective portion of your overall branding strategy, but can only be properly developed after the idea of your brand is clear.
WHAT DOES BRAND MEAN?
Your brand is much more than just your logo. It’s your reputation with customers, your mission statement, your goals and efforts all mixed together and shared with your target market. Your brand is essentially the meaning that people attach to your company, product or service.
To understand what a brand is, you have to first understand what it’s not.
It’s not just one thing. It’s not always visible, although many parts are. It’s not always expensive, although sometimes it is. It’s not always effective, unless it’s done well. While it may become complex as your company’s look, motto and services are highlighted in different ways, it should always center on the why of your business; the passion that started it all and motivates you to go to work each day.
Your brand is the mindful connection that is established between youroffering and your customer. It is all the elements that have value, both physical and emotional – and it is what can separate and differentiate you from your competitors.
WHAT DOES BRANDING MEAN?
Branding is the efforts associated with bringing the message of your brand to the marketplace and attracting customers to your offering. Branding effectively conveys to your target market how, what, and why your business does through brand communication campaigns and advertising.
Corporate and personal branding is widespread and designed to give your business an edge over others in your industry. Strong branding centers on consistent use of your brand identity and your unique selling points (USPs) in a cohesive, multi-platform, and easily identifiable approach.
Within the broader idea of branding lies brand identity, which includes the “look” of your business and the visual elements that people associate with your company.Your brand as a whole, on the other hand, embodies the essence of your business.
HOW DO I CREATE A STRONG BRAND?
Reflection creates a strong brand. The heart of a strong brand can come only from you as you contemplate why you do what you do. Only when this passion is clearly defined can a professional agency or freelance creative create an effective branding strategy to channel the essence and importance of your company to your target market.
A professional design agency or a good logo designer can help finesse and intertwine the various components needed to build your brand. This can offer creative, effective ways of promotion and provide a polished look, meaningful content and innovative marketing.
Whether you are establishing your brand, improving on an existing one,or just making sure that you’re still going in the right direction, here are a few questions to ask yourself in order to create a strong brand.
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