Branding, It's More Than Just Your Logo

WHAT IS BRANDING?

Branding - the hot new term that everyone is talking about. Although branding is something everyone is talking about nowadays, it’s not exactly a new concept at all. Branding has been around for a very long time, and all the most prominent brands you know have created such strong branding; you hardly take it as such. Even though you know that these brands did some kind of branding you're still kind of wondering what it is and how you can leverage it for your own business. So what is branding, why does it matter and how is it going to help you?

In short, branding is all of the ways you establish an image of your company in your customers’ eyes. You brand your business by building a cohesive website that describes what you offer, designing ads and email campaigns that promote your goods and services, selecting specific corporate colors that will be associated with your company, creating a logo, and featuring it across all your social media accounts, you are branding your company.

So as you can see it's really way more than just merely designing a logo, picking your preferred fonts and desired colors. It's putting all of that and more together, to create something cohesive that evokes a strong and positive reaction in your customers and urges them to buy from you!

WHY IS BRANDING IMPORTANT FOR YOUR BUSINESS?

Now that you have a good grasp on what branding is and what it includes, it's time to dig into why it's so important and necessary for your business. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know they can expect from you and your company.

Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. Branding allows you to separate yourself and claim your rightful place in the saturated marketplace. It is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people view your brand, it can drive new business and increase brand awareness.

Strong branding should evoke the feelings and mood you wish people to experience when they see and interact with your brand. Without it, it’s incredibly easy for your message to get lost. Customers want stability, they want to know what to expect, they want to be able to trust you and know that when they visit your store, your website, or any other touch point, they’re going to get a cohesive and consistent experience.

MAKING SURE YOU HAVE EXCEPTIONAL BRANDING

All in all, when it comes to branding, choosing a few fonts and colors you love isn’t enough. While it's important to understand you need to present a cohesive look, you also need to know that it's ok (and expected) that you grow as a brand and business.

Nowadays, you need complimentary and cohesive logos variations in addition to a color palette to stick to. More than that, you should also use different typefaces that are set for different usages (i.e. one for headings, one for body text, and etc.), as well as a mood board to visualize the emotions, feelings and the mood that you want your customers to experience each and every time they visit your website, blog or social media. So when it comes down to it, branding isn’t just about looks, it's about your customer's perception of your brand, the image, and mood it provokes, the consistent cohesiveness and ultimately, trust!

If you want to know more about branding and how to design and build an outstanding brand, I created a checklist of things to do before you start your branding. Get your free copy here!

Tori SparksComment