The terms "brand" and "logo" are often used synonymously. A logo can be a symbol for a company, but it is not the entirety of a brand. Indeed, in creating a brand, a logo is only a small step towards developing a brand identity with a strong brand.
For us, a brand identity is the overall total of how your brand looks, feels and communicates with people. Given that millions of companies are trying to establish themselves, it is vital that companies stand out from the competition to have a strong brand.
Your brand, an integral part of your brand identity, is defined as the name or product/service of a particular company.
Your product will leave an impression on your customers long after it is sold. Branding is the process that shapes this very impression.
"Your brand is how people perceive you wherever they interact with your business—both the impressions you can control and the ones you can't."
Fun fact: Did you know that the term "brand" was originally used to refer to the brand that farmers "branded" on their livestock? The idea of a brand evolved to encompass much more than a name or a symbol.
Your branding strategy is how, what, where, when and to whom you want to communicate and pass on your brand message. Strong brand capital leads to a strategic and united brand. This means adding value to your company’s products or services, allowing you to charge more for your products than demanding identical, unbranded products.
The added value frequently comes in the form of perceived quality or emotional attachment.
For example, take Starbucks as a prime example of this. Because Starbucks has built a powerful brand equity, it can charge more for its products--and customers will pay that higher price.
Defining Your Brand
Defining your brand can be challenging, time consuming and uncomfortable. Since we want this process to be as seamless as possible for you, we have compiled a list of questions. It requires, at the very least, that you answer the all of them:
- What is your company's mission?
- What are the benefits & features of your products or services?
- What do your customers already think of your company?
- What qualities do you want them to associate with your company?
Once you've defined your brand, how do you get the word out? Here are a few time-tested tips:
- Get a great logo. Place it everywhere.
- Write down your brand messaging.
- Integrate your brand.
- Create a "voice" for your company that reflects your brand.
- Develop a tagline.Write a concise statement that captures the essence of your brand.
- Design templates and create brand standards for your marketing materials.
- Be true to your brand. You must deliver on your brand promise
- Be consistent
Getting a Helping Hand
The biggest take away from this article is that web design, branding, & SEO go hand-in-hand and are all essential in building a consistent and cohesive brand.