Branding is: All about the perception formed by your audience about your company, product, people, or ideas. It builds credibility instantly. This “perception” includes the coming together of logo(s), visuals, identity, marketing materials, programs, messaging, products, services and company actions.
Why You Should Develop a Brand: 1.Differentiate yourself from the competition 2.Creates internal focus 3.Provides clear idenitification 4.Enables your audience to form a relationship with you 5.Creates merchandising opportunities 6.Keeps everything organized 7.Communicates your message 8.Further develops your future branding
Is Branding Just for Big Business? NO! It’s for every size of company. Small companies have the edge as it is much easier to provide a consistent brand experience.
Don’t Wait Until It’s Too Late “ One of the biggest misperceptions that companies have is that branding begins when the firm has money and can hire an expert. The most successful companies consider branding from the moment the business is just a kernel of an initial idea.” DAVE LISS
The Components of a Brand This chart illustrates all the components of a brand and how they interact with each other at all times.
#1 - Development Research! Establish Market Competition? Study Others Target Market Ask Questions Hire a Professional Product Pros/Cons Are you unique? Personality Does your name fit? Position yourself Marketing strategy
#2 - Design Research! Review Development Look at competition Personality style Who is the audience? Desired perception Hire a Professional Objectives Client Goals What is the purpose? Response rate Subliminal messages Any limitations?
The Use of Fonts 1.Don’t use more than 2 fonts in your piece Try sticking to different fonts within one typeface, or one font for text and one for headings Avoid typefaces that are similar in appearance (style, size, and weight) Each variation in type slows the reader down 2.Use fonts that match the image of your piece
The Use of Fonts Example of a fun font Example of a corporate font
The Use of Colour 1.Keep your colour scheme simple 2.Colours convey messages & emotions 3.Try not to use more than 2-4 colours in a piece 4.Use the same color palette throughout pieces 5.Be considerate of different cultures
The Use of Colour Royalty, spirituality, dignity, mystery sophistication, costliness Authority, corporate dignity, security, faithfulness, trust, reliability, belonging, coolness Environmental, motion, mobility, wealth, natural, tranquility, health, freshness purplebluegreen
The Use of Colour Cleanliness, purity, youth, truthfulness, simplicity, innocence Somber, natural, authentic, utility, earthiness, woodiness, subtle richness Formal, rich, elegant, serious, distinctiveness, boldness, authority whitebrownblack
The Use of Colour Color can be used to: Highlight important elements such as headlines and subheads Attract the eye Signal the reader where to look first Create an image or a mood Tie a layout together Organize Group elements together or isolate them Provoke emotion
The Use of Colour NOTE: If you already have an established colour palette keep it. Consistency is a great tool in effectiveness. Your audience will have a better chance of remembering something if they have seen it once before
The Use of Imagery 1.More people look at images than read copy 2.Make your photograph or illustration a larger focus whenever possible (i.e. half your ad) 3.Choose visuals that share a similar color, theme, shape or style 4.Crop an image in an unusual way
#3 - Management Be consistent! Follow your guidelines Maintain quality Review strategies Review target market Train employees Hire a Professional
#4 - Measurement CONSISTENCY! Reassess guidelines Constantly reevaluate Keep focused Customer response Hire a Professional Research! Reassess Markets Reassess Competition Ask Questions Make changes if needed
Rebranding Good reasons to consider rebranding are: the brand has eroded through new or more aggressive competition the brand has become ‘locked in time’ with consumers ageing fast there’s a significant new market opportunity that needs to be addressed But be careful…
Does Your Brand Have Trust? Trust is fundamental because brands are about strong emotional bonds with customers. They give customers a degree of certainty that the product or service bought this week will be the same as it was the previous week. Don’t do anything that undermines the ‘trusting relationship’and you run the real risk of damaging The business. IT CAN MAKE OR BREAK YOUR BUSINESS INSTANTLY!
Rebranding is a high-risk strategy but with the right mix of expertise, sensitivity, insight and, above all, clear thinking it can deliver stunning results.
What a Rebrand Can Do For You Strengthen trust and build new relationships Enable you to leave behind old reputations, dry lifeless designs qnd poor customer relations Engergize the face behind the brand Make a company more appealing to customers and employees Create new focus and excitement or BUZZ!
Rebrand on a Solid Foundation Rebranding isn’t just about giving an existing product or service a new name, new logo, devising a trendy slogan or changing colours and expecting the sales to roll in. It’s about looking at every facet of an organization or company, whether you’re big or small, have a niche market with a handful of employees or managing a ‘mega brand’within a global corporation.
Conclusion Having a strong brand means having a clearly identifiable presence in the marketplace that offers a unique EXPERIENCE to your target market. GET NOTICED!