A brand is the face of a business, it's what the public sees when they look at your company and it's incredibly important
When it comes to understanding how to effectively market a business, it can be helpful to get back to basics. That means not only knowing what having a brand fundamentally means but also having a clear grasp of what makes a brand successful.
In this post, we’ll take a look at the essentials of branding that are easy to know intuitively but difficult to articulate, and explore why a brand is not just a synonym for "business."
What is branding?
A brand is defined as the image that a company or entity showcases in order to portray its services and core values. In essence, a brand is the face of a business. It’s what the public sees when they look up your company and what they think about when they contemplate your service.
This differs from our usual definition of a business, which is a more general term that involves all of the back end steps that the public doesn’t see. A brand image lets the consumer know what to expect from your organization and serves as a promise that you’ll deliver what is offered.
Why is branding important?
Just as people want to feel connected with one another, consumers want to feel connected with the goods and services they buy and use. This explains why 65% of customers who feel a sense of connection with a brand perceive that the brand cares about them as an individual - that they’re more than just another sale.
Similarly, branding conveys the values of a business, which prospective customers want to relate to. To 64% of customers, shared values are a primary reason they develop loyalty to a brand.
Building a brand identity
Your business’ brand identity serves as a clear definition of what your organization stands for. This identity is comprised of five primary elements:
- Logo design: The shapes, fonts and pictures that act as a first impression.
- Colour schemes: The mood-affecting hues that are associated with your brand.
- Copywriting: The verbal prose that constitutes the voice of your brand.
- Mission statement: The clear articulation of values and goals for consumers to relate to.
- Products: The goods and services you stand behind.
Making the most out of your brand
For a brand identity to serve a business well, there are a few best practices that should be adhered to. Keep the following tips in mind when crafting and maintaining your brand identity to maximize its effectiveness:
- Tell a story: A clear narrative makes your brand more relatable. Explain to prospective customers who you are, where you come from and what you stand for. Customers are much more likely to be loyal to brands that have clear and honest communication.
- Differentiate yourself: Stand out from the pack by utilizing unique colour schemes, logo designs, and messaging. Your brand should be recognizable whether it’s found online or seen on the streets.
- Be consistent: Develop branding guidelines that help to maintain continuity among all of your content. Utilizing consistent fonts, shapes, colours and tone will help your brand deliver a more consistent message across channels.
Branding from the ground up
Branding is both an art and a science. There are formulaic approaches to drawing in the attention of particular markets, but a creative spark is also necessary to really stand out. Don’t let the simplicity of some top logo designs fool you - they are nothing short of virtuosic.
By understanding the fundamentals of branding and applying these tips, your brand will be sure to stand out. Take the time to look after the basics of branding and you’ll know how to craft a stronger brand identity right from the start.
Find out more about creating an effective brand identity with this infographic from DesignRush.