Branding creates identity. It builds recognition and reputation while communicating to your audience who you are and what you do. Good branding positively affects how your target market perceives your product or service – thereby complementing your marketing strategies and helping to grow your business.
Take the massively successful brand, Apple. We all recognise the iconic Apple logo and have come to associate the company with quality products, innovation, the unique atmosphere of their shops, and their fascinating backstory.
The same goes for IKEA.
Both Apple and IKEA have used strong branding to create a clear image and set of expectations for themselves to live up to.
Think Of Your Audience
A brand needs to be designed with your target audience in mind, so make sure to pinpoint what would appeal to them and capture their attention.
Your brand should convey a true representation of who you are as a business, and how you would like to be perceived. As Jeff Bezos, the founder of Amazon, has said: ‘Your brand is what people say about you when you’re not in the room’.
Your branding therefore needs to create a sense of trust and confidence in your company, and help potential clients to feel at ease with working with you.
Consistency Is Key
Consistency across all marketing materials is fundamental – whether your brand is conveyed in an advert, on a banner, in a brochure, or on social media, all of these mediums contribute to brand awareness.
The symbols which are consistently associated with your business, such as your company name, logo, icons, typography, image library, and tagline, constitute your brand assets.
When creating your brand assets, you should try to stand out in the marketplace while bearing in mind the subconscious norms and associations which consumers may have.
Also, it is vitally important to choose your logo design and typefaces carefully, as these carry significant meaning. For example, an unfussy, simple, and clean font can represent something that is contemporary and modern, while a script font can portray something extravagant or established.
The font, colour scheme, and imagery you use will all convey your brand identity to your audience.
What Makes A Strong Brand?
A good brand doesn’t just happen. It is a well thought out and strategic plan which can increase awareness and create a sense of familiarity and trust. The logo is perhaps the most important element of branding, as it is essentially the face of the company.
This is why a logo, along with the rest of your branding materials, should be professionally designed to ensure that it is powerful, effective, and easily memorable.
The importance of professional branding should not be underestimated. Make sure you choose a great design team who will take the time to get to know your company’s personality, values, and purpose.
They should ensure they gain a perceptive understanding of your company and services, so they can convey your brand in a meaningful way.
In short, they must be able to tell your story.
Your brand tells people about your business ‘DNA’, and why people should trust you. Whether you’re a shoe shop, hotel chain, or law firm, when done well your marketing will not only promote your business, it will generate referrals too.
A talented and experienced design team will know how to craft brands which are unique, memorable, and able to capture the attention of your target audience.
By having a strong brand, you’ll set yourself apart from your competitors and have the foundation you need for your business to thrive and succeed!