Step One: Understanding Branding
What is a Brand?
A brand is the way a product, company, or individual is perceived by those who experience it. Your brand is much more than just a name or logo – it is the feelings evoked by viewing your brand assets and interacting with your company.
What is Branding?
Developing your brand is called branding. Branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications.
What is your Brand Positioning?
Positioning your brand means using the branding process to establish a significant and differentiated presence in the market that attracts and retains loyal customers. This is crucial for any business, because of the overall impact it has on your company. Your brand positioning can change how people perceive your brand, and even interact with it. When done well, branding can drive new business by increasing brand awareness, which, in turn, elevates market share and margins.
Perfecting your brand positioning requires constant consideration, whether you are just starting your business or have been around for decades. Even the most well known brands regularly take on refreshing their brand.
Sometimes this means a total re-brand, that can involve changing the name, visuals, message, goals, and even audiences. Other times it may mean a cosmetic update to ensure your brand is putting its best face forward to maintain market place relevance and connection with your audiences. Your brand positioning will always impact the success of your brand.
What is a visual brand?
A visual brand is essentially a design system, which may be comprised of your logo, a specific color palette, imagery, and dedicated typefaces.
We use these carefully designed components to create a wide array of deliverables and assets: