I know, I keep going on about this but it is so important. Your brand is the first thing a potential customer will know about you – and if you get it wrong, it’ll be the only thing.
A strong, recognisable brand can be your most important asset. Make sure it says the right things about your company, and connects you to your customers.
Building a good brand is hugely important, but the job doesn’t stop there. A winning brand must be protected and maintained, like any investment. Whether you’re starting with just a logo or working up a complete content strategy, your efforts will define the face of your company. I’ve collected a few of the most important things to remember when working on your brand below:
1) Keep an eye on your competition
No brand is an island. Your brand will be appreciated in the context of the branding of similar companies both in your own niche/geographical area and beyond. Observe the other organisations out there, and keep a close eye on how they are positioning themselves. Don’t set out to be too alien, but at the same time you won’t get noticed if you just run with the pack. Choose something unique about your business, something that you do better, and make that a key point of your brand. Stand out, in a good way.
2) Brand for the present, but leave room for the future
Plan to be successful, and you just might be. Your brand could be around for decades or longer. Whilst many new businesses will be tempted to base their brand around their core service, product or location, this can come back to limit you when it is time to move, expand or diversify. ‘5Th Street Pet Grooming’ might become limiting if you open new locations. ‘Wolverhampton Woolies’ might not fly when it is time to open stores in London, Edinburgh or Leeds. Better to start with a branding that can incorporate more when it is time to expand.
3) KISS (Keep it Simple, Stupid!)
Especially when we’re talking about logos, messaging and online branding, less is certainly more. Tens of millions of people every year turn up to Disney’s ‘Happiest Place on Earth’. Think of what Disney offers… They sell that in just four words. The Magic kingdom does not mess about, and neither should you. As simple, powerful tagline that touches upon your core offering or benefit will do you more good than a dictionary full of bullet points and purple prose.
4) Remain Constant
A good brand is like a shark – it stays the same across the years because it works. As a result, brands like Land Rover, Coca-Cola and Apple have become truly iconic. The purpose of your brand is to be the recognisable face of your company. If you go changing your face every few years, no one will recognise you. A good branding design will only require small tweaks and nudges, and those only rarely.
5) Everything your company does is part of your branding
The brand is the heart of the business. Every marketing decision should begin and end with the brand. Every packaging choice, every bit of collateral, every single tweet must be crafted to support and enhance your branding, never to undermine it.
So there we have it, just a few simple things to remember. Make sure you work with an experienced logo designer, it will make all the difference.