Identify Yourself with a Brand
WHY "JUST A LOGO" IS NOT ENOUGH
What is branding?
When I hear the word "branding", I can't help but think about a hot iron that painfully scores a unique image into the side of livestock - ick. At Fusion, while our branding is 100% cruelty-free, the concept of branding for business is very similar to the original idea behind the brand, without the animal testing of course.It's more than matching business cards or a catchy name. It's the personality of your business. Sassy, serious or sexy, it triggers an emotional response with potential customers and loyal clients. It establishes trust, credibility and recognizability through effective, consistent messaging, strong graphics and strategic positioning in the marketplace. Your creative identity, the voice you speak with, your ads and their placement, everywhere your business is seen (or not) affects your brand in some way.
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Why is it so important to you?
Your brand is your business' handshake with the world when you're not there. How people deal with you when they're introduced and how they'll react to you in the future is dependent on the strength of your brand.Your brand should be unique, enough to set you apart from the competition but not so unique that it seems weird or confusing. It should be easily recognized, simple enough to cross from full colour to black and white and easy to translate into any medium, either web or print, large or small.
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How do you know when it's time to brand? Ask yourself these questions:
- At a glance, what differentiates you from your competitors?
- What single thought comes to mind when you look at your marketing materials? Is it always the same?
- Who did you have in mind when you designed your current visual identity? Was it your customer?
- When you're not present, what image do you want to have out there in the world greeting your potential customer?
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