A brand is the name, logo, design, term or any feature that identifies one company from another. Your brand identity represents you and your values as well as what consumers feel when they think of your business.
Regardless of a business’s size, it needs a brand identity. A memorable brand or one that you have had good experiences with can encourage customer loyalty. But there is a lot more to a brand than just a logo.
Perceptions
Forget your name and logo for a moment. What makes your business great? What is your ethos? Think about what qualities and values your customers associate with your business and if this is how you would want your business to be perceived. You will need to establish what these are to create a true brand.
If your customers’ perceptions aren’t in line with how you want to be viewed, you may have to change elements of how you run the business.
From the top to the bottom
Branding needs to run through the core of the company; from your communication messages to your employees. In the eyes of the customers, everything that you do is linked to your brand.
Develop a visual brand
This is where the visual identity comes in: logo, colour schemes, signage, website and marketing materials. Try to reflect how you wish to be seen and your overall identity. For example, if you are aiming for a sense of tranquillity or calmness, use neutral toned colours. An experienced design team can give you all the advice you need to make sure you get it right.
Consistency
Once everything is in place, be consistent so customers know what to expect. The golden arches of McDonald’s are a symbol of consistency. You know exactly what you’re going to get, wherever you are in the world. People go there because they know what to expect and it’s reliable. The same consistency should be seen in marketing messages and design styles.
The Ideal Marketing Company can design a logo, print and digital material that reflects what your company stands for. Our in-house design team can help create or revitalise your brand.
For marketing advice specific to your business, get in touch and speak with a marketing specialist on 01858 374 170 or email info@idealmarketingcompany.com
