Why Your "Branding" Isn't Working
When you think of branding, you think of logo design, colour scheme and typography. Right?
Although these are key elements, there is SO much more to branding than the visuals! It's about knowing clearly in your mind who you are as a business. Logo design, colour scheme and typography are actually elements of corporate identity. Trust us, it's easy to get identity and branding confused!
Branding
The combination of values, experiences and expectations that help a consumer decide to invest in you over another business.
Identity
Visual elements which represent your business (i.e. logo). These are usually curated into a Brand Guidelines document to ensure your corporate identity is kept consistent.
If you've only considered logo design for your business, then you could be attracting the wrong audience. Your branding may not be working right for you.
In order to create a successful brand, you need to consider the following building blocks...
The Branding Pyramid as adapted from: "Building Strong Brands in a Modern Marketing Communications Environment", Keller, K. L., 2009.
Prominence: knowing firmly who you are and creating brand awareness.
Imagery: extrinsic properties of your brand such as corporate identity.
Feelings: how do consumers feel when they interact with your brand?
Resonance: does the consumer want a relationship with your brand?
The right prominence + depth of awareness = resonance amongst your audience. Once your audience resonates with you, you can cultivate loyalty amongst fans.
So where does this leave logo design? A logo is still essential as it's the badge your brand wears proudly and may even convey your ethos. It should be clearly identifiable to help customers remember you. However, we recommend establishing your values and mission first to ensure you have strong design foundations.
Do you feel like you need further support with your branding? We'll guide you to a better identity. Through rediscovering your own brand, you'll gain a new-found love and passion for your business. Please get in touch to learn more about our consultancy service.
