Branding is so much more than logo design.
The Brand Promise
It’s important to note that everything that goes into the branding process has been purposely thought about. A brand is the personality of a business. It’s what leaves an impact on your audience. A brand can include anything from logo design, packaging, typography, and visuals along with customer service, price, product quality, and corporate responsibility. However, it is also important to note that a brand is more intangible than just that. It can involve personality, lifestyle, and history, for instance, as part of its offering to its audience. These can be crucial in establishing a brand identity that can differentiate one brand from another. Emotion also plays a key role in the impact and impression a brand can leave on the consumer once they have visited your website or looked at your brochure for example.
Although it is the company who builds the brand, it’s the way the consumer perceives the brand that defines it. At the end of the day, it doesn’t matter what you may think your brand promises, it’s whether the consumer believes in it and is willing to invest. It’s important to develop your brand so that it reflects the consumer’s perception as they are the most important person for making it successful.
It’s vital to make sure what your brand has to offer can actually be offered! Consumers develop expectations for a brand so that when they invest in it, they expect them to be met without fail. If your brand doesn’t meet the consumer needs, then they will become disappointed and will look for an alternative company to use. So, make sure you’re able to follow through on what you are offering…
Every brand has a persona. From appearance to personality, the brand persona is what consumers will evaluate and judge before they do business with you. Your brand represents your company and what you have to offer. It’s your selling point, so it’s crucial to make sure everything has been well considered and has consistency throughout.
Brands build businesses…
Like everything else, when starting a brand, it’s essential to do your research. It’s important to understand your competitors and audience so you can develop your brand to produce the right product or service for the right audience. The brand must be consistent, dependable and trustworthy for both consumers and employees. A great brand can be the making of a successful business.