Branding & Logos We are brand builders.

We are brand builders. Together we can develop a memorable visual brand.

What is “branding”?

A brand is more than just a logo. Your brand is your story and a promise to your customer. A brand is a visual story of your product or service. Your brand tells your customers what they can expect from your products and services, and it differentiates your offering from that of your competitors. It not only says who you are, but can also project what type of service,message or product you intend to offer to your end user. It is what people perceive you to be. In a way it is the story of your company in images and, in some instances, words and even in actions.

How do you want to be remembered?

Keep focus of your brand. If you try to be all things to all people, you risk diluting your brand and your message to your customers. You have no doubt, created your business or organization based on an unmet need and a passion for an idea. Use this need, passion and your target customers input to help you to build your brand by first figuring out just what exactly your brand message is.

The cornerstone of your brand is your logo. Your website, packaging, print and promotional materials are the vehicles which communicate your brand.

Get Strategic!

Your brand strategy in conjunction with your marketing strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where and when you advertise is part of your this strategy. Your distribution channels are also part of your brand/marketing strategy. And what you communicate visually and verbally is part of your brand strategy, too.

Brand equity or brand awareness results in added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. Once you have an established brand that customers recognize, the result will be word of mouth referrals, positive testimonials(hopefully) and return customers. If the experience of the customer is a positive one and your brand strategy is well planned out, then rest assured the word will spread to other potential customers. Tip: Learn the needs, habits and desires of your current and prospective customers. It helps if you ask them!

Perceived Value, Quality and Emotional Attachment

If you are new to business and do not yet have an established customer base, you may find yourself struggling to figure out exactly what your brand should stand for. You may also be in a good position to create perceived value and quality. Quoting Entrepreneur magazine once again, “Defining your brand is like a journey of business self-discovery.” It can be difficult, and may change many times over before you find the perfect message. A good starting point is to answer the questions below:

  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Get the word out!

Once you’ve defined your brand, how do you get the word out and get people to notice you and more importantly remember you. Follow these great tips from Entrepreneur Magazine:

  • Get a great logo. Place it everywhere.
  • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes. Print it out and hang it up for your staff to see.
  • Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
  • Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
  • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand. If your logo is your “Captain”, then your tagline is your “First Mate.”
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
  • Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
  • Be consistent. This tip involves all the above and is the most important tip on this list. If you can’t do this, your attempts at establishing a brand will fail.

We at PBeCreative are fans of Inc. and Entrepreneur Magazines for tips on Business. Some of what is written here contains excerpts from those resources.