What is branding?
More than just a logo. A logo is important for identification; but your brand communicates to the world what your business is about.
Brand is the foundation of a business. It sets the tone for perception and action. The more professional and special a brand is, the more trustworthy and special your business is perceived to be.
If the customer places a high value on your service, they will feel confident about purchasing from you.
The holy trident of brand pillars: Purpose, Strategy and Identity
Purpose
Most people have a good grasp on this section of their brand. It’s the bit you turn up and do/sell each day.
When we get to strategy and Identity, the key is working out why you exist beyond getting paid. Understanding this will unlock the branding process.
The What
/ Product(s)
/ Practical services
/ Guidance/health services
/ Digital enterprise
/ Club or community
/ Non-profit activity
/ Event
The principles
/ Values and goals
/ Mission statement
/ Why do you exist beyond money
Strategy
How are you positioned in the market? Where are your customers? Are you communicating effectively with them? Do enough, or do the right people know you exist? How easy is their path to purchase? What is and isn’t working for your business comms currently?
The situation
/ Market research
/ Identify potential consumer groups
/ Objectives/goals for long & short-term
/ Audit any current activity
The Message
/ Tagline/strapline/slogan
/ Tone of voice
/ USP*
/ CTA**
*(unique selling point)
**(call to action—what do we want people to do?)
Identity
This is the entire experience and has everything to do with the senses, particularly sight, but also touch, smell, and audio. It’s about enticing people to purchase and then giving them a good enough experience to make them want to return, and endorse you to others.
The Visuals
/ Logo (sub-brands if required)
/ Colour palette and fonts
/ Imagery and graphics
/ Mascots
/ Grids and systems
/ Brand guidelines
The Brand experience
/ Packaging
/ Signage & office environments
/ Merchandise
/ Website and social media
/ Stationery and key documents
/ Podcast and video
“A brand is simply trust.”
– Steve Jobs
