Intricacies of Branding: A guide to a better functioning brand / by Logan Lenz

Your logo is not your brand and neither is the design. Though, Branding and design are two factors that work hand in hand. You cannot talk of branding without touching on designing. The two are basically inseparable.

Case in point, you have the power to design your professional brand. Your design will depict how you want to be perceived by the world. By extension, this also shows the world how you perceive yourself.

There is more to a brand than just a logo, flashing colors, beautiful fonts and a catchy slogan. It is not as easy a topic as people think. A brand carries a lot of weight in defining an organization, a company or an individual. People will remember you or your work through your brand. So remember to include your information in your brand.

What is branding?

Branding is creating a company’s corporate image and being able to promote that image by use of visuals. Most people confuse a brand identity for a logo. Although they both create the company’s image; brand identity unlike a logo is larger and is very distinct. In other words, you should be able to recognize the company’s brand without looking at the logo. The brand is then incorporated as an emotional yet corporate image by the logo and the visually powerful brand identity. A brand carries your concepts, ideas and perceptions all together.

Basically, claim your worth. Talk about your services or your product or the entire organization. How you promote your brand will define how other people see and view you. Interestingly, people will choose your products or services based on awareness, interests and desire. It is through advertising and most importantly, brand identity that your products, services will stay relevant to the audience.

The essence of a brand is to maintain a good relationship with people, business or otherwise. Your brand should be able to answer the ‘who, where, what, why and how’ questions, that the audience might have pertaining to your abilities and value to the market world.

Reasons why branding is important

1.      Branding provides an added advantage to the company – with thousands of companies ‘competing to stay relevant to the business world, making your brand recognizable can be daunting. However, when done appropriately a brand should be able to catch the audience’s attention and help your company create a name for itself. To emerge a winner, your brand should also mirror your calculated plans on how to move the company forward to your esteemed audience.

2.      Branding is an asset – with such a competitive business market, some companies succeed while others fail. Whether you are losing your company or gaining enormous profits as the days go by, your brand is your asset. Your legacy is carried in the brand. Being the most suitable asset that will stick by you, ensure that your brand is unique, elaborate and strong enough to hold your overall strategies together.

3.      Your asset speaks for you – being your most important visual asset, your brand should speak to your audience. In short, your brand should be able to say what you wantjust from a glimpse. The bottom line is, a brand is a set of expectations and promises that the company makes to positively influence their consumers’ decision making strategies.

4.      Branding provides economic value – economic value of your company will be providedby not just the tangible assets but the intangible as well. Branding being one of your intangible assets will play a part in your general value for business.

5.      You can set expectations through your brand – the business world is a promising world. Behind a good branding, your company makes remarkable expectations to its audience. For example, you can tell them who you are through your brand, or prove your worth to them through your brand.

6.      Branding influences decision making – customers, clients and the audience at large will make decisions on your products or services based on your brand identity. For example, if you are an organization dealing with custom packaging, custom folders, binders and boxes, you would want buyers to choose your products because they love your brand, right? Convince the audience that you have the best through your brand identity. At the end of the day, everyone walks awaya winner.

Consistency in branding

A brand needs to supplement persistence with consistency in order to be readily identifiable and easily recognizable. Consistency here refers to the continued practice of creating brand longevity by uninterrupted visual symbolism of a corporate image. This is to mean that, a brand should NOT change its visual representation too often that it creates confusion in regard to its real identity. Examples of consistent brands that have been making it big in the world of business are Coca-cola (since 1886) and Johnson and Johnson (since 1888)

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