Branding is not just your logo, although that’s a visual component of your identity. It is not your approved fonts and color system. It is also not your Brand Style Guide, although this is a cohesive guidelines to maintain your brand.
These are however, important elements to your brand. But a brand – your brand – is much more than that. It’s the reputation you have and how you want your company to be perceived. It’s what sets you apart from your competitors. Your brand is one little word that encompasses your voice, your purpose, and what you want to be known for. It’s the first thought your consumers have when they see your logo or hear your name. Your brand is your company’s essence and your reputation.
So What Makes a Brand?
What we mean is that your brand is both your company’s purpose and your company’s voice. It’s not just what you’re selling, but also how you’re selling it. A successful brand embodies not just who your company is in the marketplace, but also what differentiates you.
If you are an established and well-known company, your marketing can be chock-full of testimonials. You will have a brand promise that you are confident in because it has been proven. Your marketing might focus on being trustworthy and experienced. If your company is offering something new and you don’t have much competition (yet), your marketing can focus on your innovativeness. Your look should be cutting edge to demonstrate that you are. Branding determines not only your client base, but also your employees. Your company will attract talent that identifies with your company’s mission and purpose.
“Your brand represents not just where your company has been, but also where it is going. We’ll take it there with you.” – LP Creative
So how do you make sure your brand encompasses your company? That people view your company for all it is? How do you gain respect in the marketplace? It begins with a deep understanding of your product, your market and your competition. It is crucial to have marketing communications that connect with your audience on an emotional level.
Logo Identity Builds Brand Recognition
Your logo is one visual component of your brand identity. Your logo is a visual impact that reminds your customers that you exist. Read about the importance of Logo Design in your business. Logos can create strong visual associations with a business. This association helps customers keep your brand in mind. Think about brands like Nike or McDonalds, whose logos are so common that they can be instantly recognized with or without the name attached.
What Now?
Branding is an ongoing process. It changes with your company. It evolves with the marketplace, trends, new products and services. But a good place to start is contacting LP Creative for a professional assessment. We will talk through what your company’s voice and purpose are now and what you want them to be. Then we will come up with a strategy to get your brand to communicate all of what your company stands for and develop a visual identity to go along with it.