- Posted by Allan
- On January 3, 2016
- 0 Comments
- Branding, The Branding series
In today’s ever increasingly competitive world developing effective branding for your business can be the key to long term success. Most people have an idea of what branding means but it’s often inaccurate and there are a lot of misconceptions surrounding what it involves and what it can achieve. The most popular misconception of a brand is that a brand is a logo and that the two are synonymous. A brand is more than a logo! Yes a logo is an important part of a business’s branding, but it is only one part of the story. So what else is involved when it comes to creating a brand for your business, what does it really mean?
Back in the 1800’s when packaging items was a new thing companies put minimal emphasis on the look of their packaging, any writing was usually to label the product and tell the customer where it came from. However they soon got smart to the power of having a brand, realising it helps a person to decide why to choose this product over another almost identical product.
Things have moved on a lot since the 1800’s, branding is far more than a name on packaging now. A business’s brand is its personality. It’s everything that a consumer’s mind conjures up when they think about the company. It’s the logo, the colour scheme it uses, it’s the tagline, and messages it conveys, even the emotions people feel connected with the company and the imagery and ideas it’s linked with. Effective branding careful crafts these aspects to identify who the company is and what sets it apart from others. It should target a particular audience who should be able to identify themselves with the company. Branding should even convey the messages and ethics that the company want to portray.
It is often assumed by businesses that branding isn’t important, and that providing a good service/product is enough. But this generation is reported to view the importance brand identification more or less on level with religious preference and ethnic background.
It’s important to realise that branding is not just for multi-million pound companies, it can fit into any budget, and that creation of a brand is not a static one-off thing. As the business moves forward and times change the brand needs to reflect this. An effective branding strategy will convey the personality of the company throughout all aspects of the business, producing a consistent and recognisable identity and has the purpose of drawing in a target audience and persuading them to choose that company over another.
Check out our other branding series posts to learn more.