When you’re setting up a business ‘getting a logo’ is a definite for your to do list, but before you rush in, it is essential to have a good grasp of what it means to create a brand. This article will talk you through what a brand is; how it can be successfully developed; what a brand identity is; and how a logo fits in with it all.
What is a brand?
Branding guru Alina Wheeler describes it like this:
“Brand is the promise, the big idea, and expectations that reside in each customers mind about a product, service or company”.
Your brand is everything that pops into your customer’s head when they think of your organisation - it’s your reputation, the quality of your goods or services, the way you look, act, speak and interact with the world. ‘Branding’ is the process of influencing what your audience think of your organisation.
How can a brand be successfully developed?
The journey towards creating a strong brand begins with defining clear meaning. A purpose. A reason why your brand exists. You will need to get clear on the values that are important to you, and the personality you want to project. Then you need to make sure that your actions, attitude and appearance align with these core brand attributes. The aim of any branding exercise, be it creating a logo, hosting an event or releasing a podcast, is to communicate about the essence of the brand.
What is brand identity?
Your brand identity is what your brand looks like on screen and in print. It’s your logo, the colours and the typefaces you use, the style of photos or illustrations that go with your brand. It’s the overall look and feel of all your communications, from your website, to signage, to leaflets. Done well, it is the visual embodiment of everything your brand stands for. It is a massive opportunity to communicate to your audience about what you are all about in a quick, effective and engaging way.
Where does my logo come into it?
Getting a logo is still on your to do list. However, before anyone starts designing, make absolutely sure that everyone involved knows and agrees what you are trying to communicate. Consult a brand strategist if you need help, talk it through with your brand designer and create a really thorough brief together before you get stuck in. And remember that the logo is just a small part of your brand identity. To create a cohesive and professional look and feel you’ll need to think about a coherent style to use across all your communications. Talk to your designer about where your brand will be seen e.g your website, social media, product packaging etc. and make a plan for pulling it all together. The more consistent and recognisable your look is, the more your audience will notice you.
If you’re based in or around Brighton and would like to meet up for a free 1hr chat about your brand contact me here