While your logo design is the point of recognition on which your branding hangs, there are other things to consider when creating an identity and developing a loyal relationship with consumers. Here are some things to take into account when building your brand:
1. Good branding should aim to ‘own a word’
Good brands are able to represent themselves with a single symbol (think about the Nike swoosh or the Mcdonalds ‘M’). The very best manage to take ownership of a word in everyday language. Think about it, we don’t “vacuum”, we “hoover” we don’t “search”, we “Google” and the designers out there don’t edit they ‘Photoshop’. When you ‘own a word’ you have truly embedded your brand into the hearts and minds of the consumer. Achieving this takes serious commitment though, you need to decide early on which word or phrase you want to own and commit to using it consistently in the long term.
2. Good branding should have a clear ‘tone of voice’
Effective branding consists of one clear idea and your messaging should reflect that. Although the language you use should be simple, it should also be memorable – for example your brand could be witty (The Economist has mastered this) or even fun, Innocent Smoothies have enjoyed huge success with their trademark playful approach. You should be aware, though, that it must be appropriate to your audience. Innocents tongue in cheek style wouldn’t go down so well for a funeral directors’ website- make sure you identify your target market then talk to them in an honest and human way.
3. Good branding should stand out
As well as having an unusual name to distinguish your brand from the competition, doing things like using an opposite colour to your biggest rival will also make you more noticeable. No one likes a cheap knock off, so it’s better to find your own identity than be a poor imitation of someone else’s.
4. Good branding should be consistent
To help establish your brand in an increasingly saturated marketplace, it’s a good idea to extend your presence across various mediums. There are many inexpensive ways to do this, from launching your own website to creating social media profiles. But always remember that consistency is key. Ensure that you use the same key elements (logo design, typeface, colour etc) across all of your branding materials, to avoid diluted messaging. This is the foundation of all good branding. Every time your company comes into contact with customers it should look and behave in the same way. Consistency builds familiarity and as humans we are predisposed to prefer things we are familiar with.
5. Good branding should focus on publicity first
People who blow their own trumpets are rarely popular for doing so, and customer testimonials and glowing reviews in the media carry far more weight than you praising yourself. By approaching journalists who specialise in your field and asking them to review your products or services, you can gain some free publicity. Only once you have exhausted all avenues of free publicity should you move on to paid advertising.
It’s true that a good brand should never have to change completely, but it’s wise to be prepared to make adjustments. Branding is a process and as times change, you should expect to have to refresh your image to remain relevant.
Gorilla help companies big and small to build their brands. If you need help improving your branding then get in touch here.
