Branding creates identity. It builds recognition, reputation and it communicates who you are to your audience. If done well, branding will positively affect how your target market perceives your product or service, helping to promote business growth and compliment your marketing strategies.
Take the massively successful brand Apple, for example. We all know and recognise the iconic Apple logo, but the brand is also the promise of quality products and innovation, the atmosphere of the stores and the story behind this tech giant. The same goes for IKEA. Now, what are you picturing in your head? My guess it’s the huge blue box-shaped store with the large yellow font, or perhaps the meatballs or set-up room displays? Both Apple and IKEA have created a clear image and set of expectations.
A brand needs to be designed with your target audience in mind; what would appeal to them and what would capture their attention? Branding helps to identify a company/product or service, and set it apart from other products and services. It is important because it makes a memorable impression on consumers, and it allows customers and clients to know what to expect from your company whilst at the same time distinguishing you from your competitors.
Your brand should convey a true representation of who you are as a business and how you would like to be perceived, as Jeff Bezob, founder of Amazon.com said, “Your brand is what people say about you when you’re not in the room”. Therefore, it needs to create a sense of trust and confidence in your company and what you offer.
Consistency is Key
Consistency across all marketing design and materials is fundamental – whether your brand is conveyed in an advert, on a hoarding banner, in a brochure or on social media: all of these contribute to brand awareness. The consistent signals that make it easy for consumers to recognise and identify your business and recall associations made with it are your brand assets. These may include your company name, logo, icons, typography, agreed image library and tagline. Elements in a brand style may, to a certain extent, be those that you would associate with your particular business sector, yet this doesn’t mean that you can’t create a ‘wow’ factor.
When creating your brand, you should try to stand out in the marketplace against the competitors, whilst keeping in mind subconscious norms and associations that we as a consumer make. Choose your logo design and typefaces carefully, as these connote significant meaning. For example, an unfussy, simple, clean font can represent something that is contemporary and modern, whilst a script font can portray something extravagant or established. The font used, palette of colour and types of imagery used all convey messages.
What Makes a Strong Brand?
A good brand doesn’t just happen. It’s a well thought out and strategic plan that 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. It should make an impression on a person at first glance.
Your brand tells people about your business DNA, and why people should trust in you and do business with you. If done well, it will generate referrals. Whether it’s a shoe company, hotel chain or property development company – we all love to tell others about the brands we like! However, people can’t tell someone about a brand they can’t remember because it didn’t make enough of an impact on them. This is why professional branding is so valued and significant.
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, to convey your brand in a meaningful way. They must be able to tell your story.
A talented and experienced team will know how to craft brands that are unique, memorable and will capture the attention of their target audience; to create awareness and drive your business forward. With a strong brand, you’ll set yourself apart from your competitors and have the basis you need for your business to thrive and succeed.
Archilime is able to offer the complete Digital Marketing suite, including full branding, for all your design and marketing property needs.