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BRANDING IS JUST THE "LOOK" OF YOUR PRODUCT. ALL YOU NEED TO HAVE A SUCCESSFUL BRAND IS A QUICK LOGO, BUSINESS STATIONARY, A NEAT WEBSITE AND VOILA! WRONG...BRANDING IS A JOURNEY WITH FOUR VITAL QUESTIONS ALONG THE WAY:COLLAPSE ARTICLE

 

How easy is it to find your product?

This question meandering through a brand building process - is not just about your google market share or your find ability online. This question should be the start of your brand, before you even have a logo. How will your market find you. Why you and not someone else?

Branding does not start with who you are and what you offer. Branding starts with your target market and what they prefer. Their daily chores, intrigues and routes to work. Their choice of fashion and preferred language. You are putting your livelihood in their hands, does it not make sense that they should have easy access to your product and love it because they can relate? In essence: Market research can make or break your brand success. If you know who you are marketing to, it will be so much easier to make them find you.

Before you can initiate your corporate Identity, you need to have a clear vision. Signage, vehicle branding, promotional campaigns, search engine optimisation, advertising online and offline and social media - are chunks of bread crumbs leading to your product...make sure your target market loves the trail you leave.

You cannot determine your brand look and feel until you know who will be looking.

 

And if they find you: Will they like it?

Do they love it? Does it grab their attention, intrigue their interests and create a desire to purchase?Does it look and feel like something they simply cannot ignore?

A logo is more than just a few snazzy lines and your business name. “A logo does not sell (directly), it identifies.” says Paul Rand. The logo is your products Identity Card, it says: "hello", this is me. For me a logo is the first promise of quality. Modern day branding is far more than a logo and brand consistency. Although the latter is essential - current branding requires a personality - the voice behind the logo. More and more business are forced to become transparent, take accountability and design in a way that reflects consumer's desires, interests and trends online and offline. Brand personality allows your brand to reflect human characteristics such as sincerity, excitement, competence, sophistication or toughness.

A well designed logo immediately earns trust. A well planned brand instantly speaks to the heart.

 

And if they like it: Do you make the sale?

This is what it is all about - sales. Design brought a potential customer to your product - do they buy it? Does your corporate ID and retail space betray the quality of your product? Is your packaging trying to cut costs while selling at premium? I cannot tell you how many times in the last 20 years I designed award winning work (by my standards), only to discover mediocre business intentions from my clients.

A sale is only successful if your customer is satisfied.

A glitzed up retail space with a sales attendant literally falling asleep at the counter, reflects badly on your branding. Branding is not just the product, id, package - its what customers experience - combined. Your designer can slave away and make the most striking brand ever - and you still don't make the sale.

Branding is efficient social media campaigns, vigilant online sales, great traditional marketing initiatives - all bundled up. It is everywhere, from the receptionist and their phone manner to a customer humbly holding your product in the retail aisle. It's vehicle branding with direct drives to your social media page or admitting a mistake in a humorous print ad in the local newspaper.

Branding is a living breathing entity - and you are its maker.

 

And if you made the sale: Will they be back?

The primary element in the modern brand - communication. Customer X leaves your shop after a purchase. How are they leaving the shop - do they need a bag? Say something vital to your customer on a bag so beautiful, they use it for other things. Award regular customers with striking and entertaining vouchers. Keep inventing ways to expose your brand in their daily dealings. Last but not the least, talk from the heart and get social on a weekly basis.

Take measures to keep your customer coming back and increase brand loyalty. Throughout your branding journey ensure that design and communicational tone play a key role - Don't relax, assume or even close eye for a second. Rejuvenate "old" designs, keep track of latest trends and revise strategy.

If you are prepared to invest in your brand by putting it out there in a consistent and identifiable manner, communicate with your market online and through customer services, be willing to change with your product - the potential is unlimited.

quote-on-design-by-thomas-watson

VIEW BRANDING DESIGN SAMPLES IN THE SQUARE, CLICK ON THE NUMBERS ABOVE

 

 

 

Worthy Reading

The Science and Art of Branding by Giep Franzen and Sandra Moriarty

"Brands are mental containers of meanings and serve as information sources for buyers…the choice process of consumers begins in most cases with a product need, not with a brand. A person needs expresso coffee, wants new shoes, or has become interested in cell phones…"

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Emotional Branding: The New Paradigm for Connecting Brands to People by Mark Gobe

"When we feel less secure, with less control over our daily lives, we reach out to brands we connect with a time when things seemed better".

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Create, Convince, Convince by Jorg Dietzel

"The thing I've learned is to never assume that the marketing message I am sending is the one the consumer is receiving. I always strive to understand the issues that matter to my customers, so that I'll be better able to address their viewpoints and concerns in any communications".

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Worthy browsing:
www.marketingprofs.com
www.entrepreneur.com
www.blackcoffee.com