2 min read
Why Branding?
15th May 2017
Branding is one of the most important aspects of any business. You may have a fantastic unique product but unless it is branded correctly it may never reach its full potential.
What is branding?
Branding informs any potential customers about you and the product or service you are offering. It can almost be seen as your promise of quality and trustworthiness. It differentiates you from your competitors and it represents your vision, your core values and the passion behind them. Getting it right is vital, so no aspect should be compromised or overlooked. No matter if you are a small start up or large conglomerate, branding in its essence is the same. The only difference being the level or depth at which each branding component is developed. In every case branding is broken down into two elements brand strategy and brand identity. Merging these two together successfully is the key.
Brand Strategy
Strategy is the overall plan for the development and progression of a brand to reach its ultimate goal. It consolidates all aspects of the brand, from behavior to communication and puts it into a single, clear vision. A well-defined and implemented strategy affects all aspects of a business and is directly linked to customer requirements.
Brand Identity
Identity looks at how a company or product is perceived; it is to do with all the visible elements such as design, colours, logo, fonts. Combining these together identifies the brand. They should reflect the core values of the brand whilst being unique and distinguished so it is memorable for consumers.
Touch Points
When considering branding it is important to factor in each and every aspect which may come into contact with the consumer. This is commonly referred to as brand touch points. From logos and packaging to vehicle artwork and email signatures, every point at which the brand comes into contact with a potential consumer it should be presented in a quality and consistent way.
Logo & Business stationery
Logo’s are considered the cornerstone of any brand and are often the first element of identity to be produced. It is incorporated into almost all business material and stationery. From business cards and packaging to uniforms and vehicles. A simple, yet memorable logo has instant recognition and invariable will convey a sense of high quality, something that potential customers would gladly be associated with. Once the logo is established, business stationery can be generated, this takes the form, of business cards, letterheads, invoices, compliment slips, email signatures, envelopes, coffee cups, bags, uniforms and many more items.