branding Essentials
A short reference guide to Branding.
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A brand is more than a logo. It's what you are known for online and in person. Your logo, website, and social media presence are just the tip of the iceberg, supported by positioning, voice, color palette, typography, imagery, and illustrations.
Branding is the creation of a unique identity for a business, service, or product that sets it apart from its competitors, by using a combination of design elements and messaging to consistently present a brand’s personality and purpose in marketing and advertising to increase brand recognition.
A brand is made of two parts strategy and identity. Brand strategy is the framework that establishes a brand’s identity and includes a brand’s values, mission, demographic, and customer experiences. Brand identity is the visible elements such as color, imagery, personality, and logo that identify and differentiate a brand.
Brand Strategy
A brand strategy is a long-term plan that helps a company differentiate itself from competitors and establish its brand in the market.
This strategy positions a brand to build trust and drive brand recognition using purpose, mission, values, identity, demographics, and customer experiences, to guide brand perception and how it communicates to its target audience.
Having a clear objective will make it easier for your clients to create a positive connection to your product or service and help separate your brand from the competition.
Knowing your advantages and weak points will add clarity to your strategy.
A clearly defined purpose gives you something to work towards and adds credibility to your brand. Defining your why will help you determine your goal, vision, and core values.
Your Customers and Audience make up your demographic. You need to know your them to determine what they are looking for and evaluate the need for your services or products.
Just like no two icebergs are the same, no two brands have the same brand strategy, once your strategy is in place you can develop a solid business plan and build an effective identity system that is unique to your business.
A brand identity is a collection of elements that represent a business, service, or product. These elements interact with the brand’s audience and present a cohesive image and message to distinguish it from other brands. A clear brand identity builds customer loyalty and determines brand perception. Define what specific product, service, or experience they associate it with and how a business.
A brand’s purpose, mission, and values must be defined before building any tangible elements, to help determine its personality, messaging, and voice. These will guide visible and tangible elements such as the logo, symbolism, imagery, colors, and typography, including the tools used to express a brand's identity.
Key Brand Elements:
Brand elements are unique and identifiable aspects of a brand that make it recognizable and help it stand out from competitors. They can be visual, like colors and images, or abstract, like brand personality.
Positioning
The niche a brand fills informing how a business or brand works with others in and out of their industry.
Voice
The linguistic form of a brand's personality, that includes consistent and intentional wording, tone, and style throughout all communications.
Colors
Calling on certain feelings or associations in the consumer's mind, creating visual consistency across marketing and product platforms.
Logos and Symbols
A logo visually represents a brand that acts as visual shorthand for the brand's personality, values, and promises. Symbols complement the logo to create a cohesive visual identity.
Typography and Fonts
The visual voice and personality of a brand that exhibits a brand's character through typefaces.
Imagery
A collection of images used in marketing and advertising, including the choice of photos, illustrations, graphics, and patterns.
Brand expression is how a brand expresses itself through its tone of voice, mission, values, and visual identity. It's how customers experience a brand visually, aesthetically, and tonally, and can be seen, heard, felt, and even smelled. These expressions are tangible manifestations of a brand’s personality that embody its values and employ a brand’s voice.
Methods of brand expression:
Website
A digital representative that helps customers decide to do business with you, especially when running an online business or selling a digital product. A website is where a brand’s identity should come through in full force.
Email & Social Media
These are great ways to engage with customers and drive business with the right strategy to set it apart from the clutter. Exhibiting a brand’s voice and personality offers the chance to connect with an audience and build community.
Print offers the chance to reinforce brand recognition and boost customer experience with potential clients or customers, with touchpoints such as business cards, flyers, menus, and signage.
Packaging
Packaging is key to attracting ideal customers when selling physical products. Good packaging design improves the customer’s experience increasing the chances of them making a repeat purchase and helps build brand loyalty.
A short reference guide to Branding.
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