Branding is an in-depth topic that can confuse and overwhelm business owners. Many think of branding as their logo or website, their product or copy. The answer is not “or” but “and” - branding is all of those things.
Merriam-Webster defines a branding as, “the promoting of a product or service by identifying it with a particular brand”. Clears up things, right? No? Not for me either. Branding is an all encompassing group of identity, image, personality, experience, and communication. Each piece joins together to fill out the puzzle of branding. Let’s break it down:
Brand Identity: Your brand components include your business name, logo, tone, tagline, and typeface. These all are created as a unified package in order to reflect your company’s values and mission and helps clients recognize your brand.
Brand Image: How do you want people to perceive your business? Your brand image is the idea that consumers develop in their mind. Knowing your brand image is important from the start as your brand image is very difficult to change.
Brand Personality: Just like you, your company has its own personality. It has emotional and personal qualities that each consumer associates with your business. Your logo, colors and typography all play into the personality of your brand.
Brand Experience: What standards have you set up for your clients? Each time someone uses your product or goes through the process of using your services, they are receiving your brand experience.
Brand Communication: Your voice must be consistent and clear in order for your brand communication to be effective. Every piece of collateral you put out, from websites to brochures, mailers to punchlines, must deliver your message effectively and in brand standards.
Often, clients ask about “just a logo” to get themselves started. I work diligently to communicate the importance of the various pieces your branding must have. Having a logo with no voice or having a website with no experience only creates a poor brand image causing potential clients to be confused and take their business elsewhere.
Next week, I'll chat more in depth about why branding is so important.