What is branding?
Your brand is a whole lot more than just a pretty logo; it's how consumers see the business you run.
Your brand is a unified expression of your style in language, storytelling, design, and experience. They work together to create "the vibe" with your target audience, influencing them to interact with your brand and eventually make a purchase from you. You have a brand, whether you realize it or not.
Congruent design, strategy, people, settings, touch-points, "call to action," and customer service collectively constitute the ideal strong brand.
Always keep in mind that your brand is your commitment to find a solution, therefore
Why should you care about branding?
Having a strong brand has become essential to setting your company apart from your rivals as millions of businesses struggle to gain attention both online and offline.
Products and services can frequently have short lifespans due to the increased competition; yet, brands can endure for a very long time. If managed and created with longevity in mind, your brand can change direction to suit the market.
If your visual communication does not successfully link your visitor with your messaging, it is useless to have a fantastic product or service. The most important tool for tying together all of your communication channels and making your offers more clear is branding.
Why is branding important for your business?
Many new firms launch without a brand but with only a concept.
It can be difficult to convey the concept to others. Although you could believe that everyone understands it the same way as you do, branding is essential for connecting your idea with your audience and engaging with them.
When branding is done well, it can…
What is Brand Identity?
Your brand identity, which distinguishes your company from the competitors, is the distinctive physical personality of your firm, just as your personality makes you unique.
Your brand's identity, or outside look, affects how customers perceive you whenever they encounter with you in person or online.
Visual brand identity refers to your company's cohesive visual design message or visual vocabulary that should flow naturally across all of your marketing touchpoints, including your logo, colors, typography, imagery, packaging, website, social media, and all other visual components.
These visual signals are intended to convey the ideals of your businesses, and they may unintentionally change how your consumers perceive everything about your company, from your relevancy to your perceived value and your reliability.
How do you create your brands’ visual identity?
Prior to developing your brand's visual identity, you must first do research and formulate a plan before moving on to the design step.
The planning step doesn't have to take a long time. Some of the larger agencies want you to think this is the case so they can explain why it costs so much to create a "brand strategy document." Many brand strategy documents, in my opinion, are costly, overworked multi-page documents that are packed with buzzwords, airy wanker branding lingo, and other things that a small business does NOT need!
What does your designer need to know…
All your designer needs to know before they can create the visuals of your brand identity, is the following foundational questions, plus a few others, however, these are the main questions:
Answer those questions and your designer should be ready to bring your brand identity to life and translate who you are as a brand into a series of design assets you can use across your products/services and marketing material.
Engage a design team that has a proven track record and can get to the heart of your brand quickly. The right team will create unique visual design solutions that align with your brands’ values, reflects your brands’ mission, and appeal to your target market.
All of the key branding design elements can eventually take the form of the brand style guide. This is a tangible document that will help unify your message on and offline.
What makes a successful visual brand identity?
A simple logo alone does not make for a strong brand identity. Your brands’ identity needs to be a series of thoughtfully researched and designed elements that are designed with purpose with the following in mind;
Tips to avoid with branding:
Cheap branding could cost you sales and here’s why…
Initial feelings matter a ton! You never get another opportunity to make a first impression!
People will judge you based on how your brand looks and feels when they visit your website. If your brand doesn't look professional, it could give the impression that your business is only as good as how it looks. If you don't have the right look, you could lose sales.
Everything we do relies on design, and great design adds value. Configuration believing is turning into a significant upper hand. It's the only authentic, measurable thing you can control that can set you apart from your rivals. You can't afford to skimp on design because it is the first thing people notice online and offline.
Hire a design professional with a proven track record and only hire them if you like their portfolio because excellent design does not happen overnight. It is a process that involves in-depth research and constant evolution. If their portfolio doesn't work, their work for you probably won't either.
So, look at branding as an investment in your business, especially when you’re established and making a profit.
A lot of businesses pivot over time, so every two years at least, you should ask yourself if your branding is still relevant and congruent with your business and brand’s values. Does it appeal to your target market today?