Curating The Brand Of Your Business
In recent years, we have come to find that branding is becoming an all encompassing ‘everything’ for a business. We can find the definition of branding in many different areas. For instance, branding is best defined as the logo and general look of a business. However, actions might also be the brand of a business. Branding can mean a lot, but if one thing is true about branding, it is that branding is one of the most important things behind a business of any size – no matter if it’s a local store or a huge global mega business! Branding is often how the wheat is separated from the chaff in business. Great branding can help lead a business to success.
How do you want your business to be perceived? You need to project these ideals to your customer through branding – otherwise they will be left to make their mind up and this doesn’t always work out! Tell people what you want them to think of your through great branding.
The cornerstone of your brand will be your logo. This is the single sign that will signify everything about your business. Think of the Apple apple, the golden arches, the ‘Swoosh’, the three stripes. These are all incredible brands that have a legacy of decades thanks to hard work and success. Think very carefully about your logo and what it means to your business. The logo sets the design philosophy. Start with your logo.
Apart from that, everything should fall in line with the design philosophy set in place. This means your website, your email newsletter templates, your packaging, your appearance, your promotional materials. To make this easier, use templates and design marks to ensure everyone and everything is on board with what your business is trying to do. Putting all the work in place ensures it’s easier, and working with a good design agency can help you here. Your branding needs to be all over the place, this is all for the purpose of subliminal promotion and communication, without the scary subliminal adverts!
This logo? It needs to be great and it needs to be everywhere your business is. Once your design templates are set in stone, the taglines are created and the general voice is in place, you’re good to go. You should think a bit deeper though. The way your staff act is also a key part of branding – think about the service given to you by a company. That’s branding. The voice of your company should come out through the actions of your staff. How you talk to people, what you wear – how you look. This is all wrapped up into branding.
Branding is all about being consistent with what you are trying to get across. If you aren’t consistent with your brand, you are sending out mixed messages. You don’t want to do that, for sure. Branding is how you project the idea of your business, to ensure you create a community of customers, so you want to get it wrong and now, you should be able to curate your brand – or at least start in the right direction.