Branding is a very delicate thing. Delicate – and extremely powerful. It influences the way people think and how they respond to your business and ultimately holds the capacity to make or break your reputation. Many business owners seem to be unaware (or disregard) the complexities and vital nature proper branding.
Below is our top 10 list of things to consider before you begin your branding (or rebranding) journey. These points are in no order of importance – each point is equally significant.
01. Keep Your Customers’ Needs in Mind
Designing an identity should be something that not only represents you and your business, but something that prospective clientele will relate to. For instance – just because you love purple and pink polka dots – doesn’t mean your clients will.
02. Know the Difference Between Your Brand and Your Corporate Identity… and Why They Need Each Other
Your brand is the overall personality, values and morals of your business. It is the flavor, the tone and the feeling. Your corporate identity is the graphical representation of your brand. One should not, or can not, exist without the other.
03. Simply Designing a Logo Does not Create a Brand.
Without a full suite of visuals and written content, a logo by itself is no more than just a sticker. It might work for a short time, but will soon lose its “stickiness”.
04. Invest… Don’t Expense.
Businesses often “cheap out” on branding and logo design, either by enlisting a student, friend, relative or an online bargain basement site to create something. This can end up costing more money down the road and can potentially deliver the wrong message to your prospects, which can be detrimental and ultimately difficult or impossible to reconcile (sometimes, the damage is done… for good).
Branding should be considered as a crucial investment, not a cosmetic or luxury expense. It is an extremely invaluable and important business tool.
05. Listen to the Experts.
Graphic designers, marketing consultants and branding experts have all been highly trained to execute effective designs, strategies and messages. Don’t let your pride and ego get in the way of your dreams.
06. Keep Current.
Still using the same logo from 1982? What was great then can be detrimental now. Trained branding experts will know how to keep the identity you’ve already established and bring it in to the modern world. We recommend a review of your visual identity and brand assets (eg. brochures, business cards, advertisements, slogans) every 5 years.
07. Keep it Simple and Symbolize
Avoid cramming hoards information in to a small space. A logo, for example, should be a quick reference symbol – recognizable and identifiable at a glance.
08. Be Relevant.
In keeping with point #1, stay on topic. If you’re selling hockey sticks, it would be wise to avoid using kittens and rainbows just because you like them.
09. If You’re Not There to Explain It – Will Customers Get It?
Think of your brand and corporate identity as your spokesperson. Will your message be clear? Will people understand what you are selling without you having to be physically present to explain it?
10. Evoke an Emotional Response
Humans are emotional beings. To really get their attention, you’ve got to pull on their heart strings and egos. They don’t relate to objects or how awesome you are. They respond to what’s in it for them, and how awesome they can be (from using your product or service, of course). Think of this way: You’re selling hockey sticks. But you’re not selling hockey sticks. You’re selling the thrill of the game, the precision and the game-winning slap shot. Flog the feeling. Not the thing.
