An Introduction to Branding

Mobile design plans on a white desk between a laptop and a iMac

A short introduction:

Your brand is who you are, what you offer, and where you’ve come from. Branding is essential in the modern age of business as it is the first thing customers interact with both online and in-person. Don’t feel overwhelmed just yet, the Identity Agency are here to explain the concept of branding and give you some helpful tips to start constructing yours. 

What is branding and why is it important?

Branding, put simply, is the process of creating a name and design that identifies and distinguishes your business or product from others. Having a defined brand strategy enables you to have a serious advantage in competitive markets.
Since the widespread adoption of social media, branding has become even more important as both you and your competition are able to be placed in the palm of your potential client or customer’s hand and must battle for their mind.
Your brand needs to demonstrate your values and service or product clearly and effectively. Are you the high-quality, high-cost option? The vegan option? The flexible, responsible and fast option? Your brand needs to communicate who you are in a fraction of a second.
Harley Davidson black badge on a leather book

What makes a brand?

The foundation of all brand communication is a logo. Your logo will appear everywhere, from your website to your packaging to your advertisements. Your logo is your brand. However, as your brand becomes more advanced, your brand becomes other things. Your online content, your colours, your typography.
Mission Statement
Your mission statement should aim to concisely articulate your company’s values and goals that your customers can relate to. Knowing who your audience is vital to creating a mission statement that specifically targets their wants and needs.
Brand Voice
The tone of voice you use to communicate with your target audience and influences how people perceive your brand. A brand voice should stay true to your brand values and persona. Weather it be funny, friendly or professional, it should help your customers form a connection with your brand and encourage them to read content that speaks to them.
Brand Equity, Awareness and Positioning
Strong, strategic branding adds psychological value to your businesses service or products than unbranded, unknown ones. Think Fairy Liquid vs own brand washing up liquid, which do you think people would be willing to pay more to own?
It is imperative that your brand keeps up with the times. Do not hesitate to adapt or re-brand. It is exceptionally important that you do not appear to belong in the last century. Your customers and clients are constantly exposed to innovation, be the innovation they seek.
Worker designing on a desk a desktop listening to music

How is a brand defined?

In order to create and propel your brand, you need to define it. You must know who you are before your customers do – a difficult and tiring process, but a process crucial to the success of your business. If you can’t answer the following questions to yourself, you will never be able to demonstrate the qualities to your customers:
  • Who are your customers?
  •  What is your company’s mission?
  •  What are the features of your product or services that make them worth buying over a competitor’s?
  •  What do people think of your business?
  •  What type of business are you? (High-quality/high-cost, low-cost/high-value, innovative, traditional)
  •  What do you want people to associate with your business? (This should be your answer to question 5)
Two people brainstorming on paper between two laptops

After defining your brand, it’s time to start creating it.

It can often be difficult to create a brand from scratch. However, if you can confidently answer the questions above, the process will be much easier for you.
  • Define your visual identity by accumulate elements that represent your brand. Use the same colour palette, typography throughout all of your branding and marketing materials. Be continuous. However, don’t be afraid to adopt new standards and templates as time progresses. Never fall behind.
  • Create branding materials that utilises your visual identity. These are essential to marketing your business and creating brand awareness.
  • Integrate your brand message into everything you do. (How your staff dress, how you introduce yourself to clients, everything that will add to your brand equity positively).
  • Be consistent. Branding consistency must come before anything else. Wherever you’re presenting your brand, whether it’s on your website, on your social media platform, or on a billboard, ensure you’re recognisable.

Final thoughts

Branding is exceptionally important for the customer’s understanding of who your business is, what you do, and how you are different. Becoming a brand, rather than a business takes patience, commitment and persistence.

So, to summarise:

  • Before your customers understand your brand, you must
  • The concept of branding has many sub-categories

Book a free one-to-one appointment with an Identity Agency consultant by getting in touch. Just let us know a time, and a member of the team will be in touch with you very soon!

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