“Your brand is not what you say it is, it’s what they say it is.” – The Brand Gap
This can be a hard concept to grasp, as the brand is created before people come to associate it with your business. Unless you take the right steps it will not happen by itself.
‘Brand’ is often referred to as the logo or strapline and although this contributes to a major part, it is much more than this. Your brand should make up the values and ideas that encompass your business, these are then reflected through your logo, strapline, social media etc…
First thing that you need to establish in order to create a clear and consistent brand is to establish the fundamental values of your business. This is what you perceive your business to be.
A consistent brand across all platforms will build brand loyalty with your customers. Brand loyalty will make customers feel part of a group, this belongingness will strengthen your relationship and foster trust – encouraging returning customers.
Different brands resonate different emotional responses.
Think about Apple, what are the first three words that come into your head when you think of this brand?
Innovative? Slick? Cool?
Apple have an established brand, that not only make you think of the ‘notorious white apple’, it is also associated with other values and attributes. This has not only been enforced by the company but also people using the products and by word of mouth
Creating a brand is a great way to establish a unique identity against your competitors. It provides an opportunity for your business to be fun and creative until you find the perfect brand that suits your values.
Once you have a clear brand established, it is crucial to have everybody in your business on board. This is an ‘all hands on deck’ approach, and it is key to making the brand identity a success for your business.
The brand identity needs to be consistent and clear throughout all platforms including:
At iCandy Design we love branding projects! Whether it is a complete rebrand or a refresh, we would love to work with you! If you are interested in brand identity, or any of our services, please contact us today!