Branding is a term that's thrown around a lot these days, and for good reason. The way businesses interact with customers has evolved immensely and a company logo is no longer the only marker of a business. Now a business that doesn't have a strong brand identity will often struggle against its competitors, but what exactly is branding anyway?
You can think of your brand as being the impression of your business in the mind of your customers. Your brand is the combination of your products/services, visual identity, and impression of your business in the mind of your customers. When a customer likes a brand, they have positive feelings and memories associated with it, and when they don't the feelings and memories tend to be negative.
Proper branding of a business takes the company culture, values, mission, and personality and translates into a visual identity that differentiates the business from competitors. Your branding is what makes your business unique and what keeps your customers coming back. Poor or confusing branding will not stick in a consumer’s mind and generally companies lose out on potential new and returning clients because there is nothing that connects to the business.
Your brand is more than just a logo! The logo, website, packaging and promotional materials are all part of your brand! Yes, your logo will be on pretty much everything, but businesses now have colors, patterns, and social media templates - all styled a certain way to reflect the mission of the business and communicate with visual cues what you're all about.
When you sit down to think about what your brand is you should consider the following:
01. What service or product do you provide?
02. What makes you different from your competitors (your unique value proposition)?
03. Who is your dream customer?
04. How are you perceived in the market?
05. What is your company mission statement?
06. What is your company’s tagline?
07. What is the personality of your business?
08. What qualities do you associate with your company?
Once your company is branded you will need to be consistent in the materials and messages you are putting out. Consistency is essential to solidify your brand in the minds of your customers! Consistency in your brand identity will also increase the trust and loyalty from your customers and employees. When a brand is consistent your customers and employees know what to expect and will keep coming back.
Does your company have a solid brand identity? Do you think branding is important these days? I’d love to hear from you!Be sure to comment below and follow me on Facebook, Instagram, and Twitter to stay up-to-date on the latest from Akari Design Studio.