Over the past 10 years of being a designer, I have worked with a manor of people in business, whether they be start-ups or an existing business and one of the things I’ve always been keen to
look at is their branding. When I ask people about their branding, I’ve had a variety of responses such as “I’ve got my branding, its my logo” or “Our branding is our logo and on our website” and “these are our pantone and logo, this is our branding”.

I can tell you that all these responses might seem valid to the business owners as that is what they have been told is their ‘branding’ this is because the designers they worked with didn’t educate
their clients. Which is a big no-no in my books, a designer should be there to help a client understand and communicate visually what their client wants, guiding them through the design
process, helping to implement their brand effectively.

So what exactly is a brand? – Well in the dictionary a brand or branding is defined as:

Definition of brand in English:
A type of product manufactured by a particular company under a particular name:
a new brand of soap powder
A brand name:
the firm will market computer software under its own brand
A particular identity or image regarded as an asset:
you can still invent your own career, be your own brand
A particular type or kind of something:
they entertained millions with their inimitable brand of comedy
An identifying mark burned on livestock or (especially in former times) criminals or slaves with a branding iron:
the brand on a sheep identifies it as mine

While the above is true it doesn’t define specifically what a brand or branding is and to be honest I don’t think you can definitively define a brand or branding as it’s something that should continually evolve, but what I can tell you is that there needs to be a starting point to build a brand upon.
So where do we start with creating or refreshing our brand? You need to ask ourselves the following questions; (you can read more about successful branding in my blog here)

  1. What is the company’s Mission Statement?
  2. What are the benefits and features of your products or service?
  3. If you’re an existing business, what do your customers think?
  4. What qualities do you want them to associate with your company?

A key thing to remember is that every customer that comes into contact with your brand will have either a positive or negative experience. These experiences are re-called later when it’s time to make a purchasing decision.

So just take some time to think how you want your brand to be remembered? If you just follow some of the above then you’ll be on your way to creating a better and more successful brand.

Remember successful brands aren’t built in a day they are built over time.

Take your time to establish what it is you want your brand to say about you and your business and remember…

A brand is not just your logo!!! It’s everything within your business as well!

Mark Facer

Graphic Designer that specialises in Branding, logo design and printed publication layout.

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