We see examples of branding every day. Almost every company (and certainly every major company) will have a strong brand.
Initially, we should look at what branding can be defined as. In terms of business, it is basically defining a product or company through a consistent and characteristic design. This can relate to things like packaging and logos. The main condition is that it must be distinctive, consistent and memorable.
There are many companies who incorporate branding extremely successfully. Think about major companies and what their logos are. You can probably name at least 10 or 20 off the top of your head. What makes these logos successful? How do they represent the company in question? These are important questions to ask yourself when thinking about coming up with a logo or brand image.
Let’s take a step back and think about your company’s products, aims and goals. These should all be considered when coming up with logo and design ideas. It is a good idea to consult with a branding company as they will be able to assist with the creative process and should be able to suggest appropriate logos, themes and designs for you to consider.
Branding is so important to companies as it is the first thing your potential customers will notice. You have to ensure that the colour scheme and the design are going to appeal to your target market. Make sure you do your research before hand so that when you do get down to the business of creation you know what you are looking for.
Your logo will be something that clients and customers will remember, so it is important that it reflects what you do as a business. For example, if you are a property company, consider including a house within your logo. That could be as part of a letter, or it could possibly be the container for the text of your logo. There are many different options which should be discussed with your designer.
Consistency is incredibly important. Roll out the branding across all aspects of your business. That includes your website, emails, social networking, physical products, print advertising; anywhere your company name would be mentioned should include your logo and have a consistent style and design. Inconsistency is terrible and looks unprofessional.
Once everything has been completed and you have implemented the changes, make sure you also keep an eye on what people are saying about your brand. Feedback can never be undervalued. Search for your company on Google and Twitter and monitor the responses you are getting both to the new branding and your company as a whole. If there are negative issues, think about how you can combat these and resolve them. While the stylistic appearance of the brand is important, the perception of it is perhaps even more important. Make changes where necessary or be prepared to face the consequences.
All in all, the main things to remember are to have a consistent approach, ensure that any design is appropriate and relevant to your company’s objectives and pay attention to feedback revolving around your company as a brand. Combat anything negative and endeavour to turn this into positive.
