You may have heard CEOs talk about their businesses’ brands, and how the brand is “going in a new direction.” Or an employee may say an action or statement was “off brand.” But what exactly does that mean? What is a business’s brand? And is branding even needed for a company to succeed?
Let’s start with the first question: what is a business’s brand? A business’s brand is the all-encompassing feeling or tone the business projects. This is achieved by the product or service offered along with the logo design, font style, colors, imagery and message they project. I would argue that it is vital for a business to be well branded in order to stand out in our overly saturated, visual world. Branding helps differentiate the product or service from competitors in the market. And over time, a company’s brand becomes associated with a certain level of credibility, quality and value. A strong brand will help potential customers make decisions based on prior feelings or emotions connected to the business’s product or service.
Now that we know what branding is, how does one choose how to brand his or her business? First, consider the type of product or service you are offering. Determine the appropriate voice for that service or product and who your competitors are. You’ll want to stand out from the crowd. Then, research your target demographic and learn about the things they are drawn to.
Create your brand based on these factors. The logo of your business is a great place to start. Use the colors, type treatments and style from your logo to expand your brand. You’ll want to stay close to the style originally chosen based on your targeted demographics. Is the voice or tone of your service a match with the audience you want to capture? Consistency is key in the beginning! Stick to a certain set of colors, fonts and visuals to establish the look of your brand.
