When we say ‘branding’, many people think of a logo, visual identity or slogan. But branding is much more than that: it is the story that gives your business its personality, and it needs to be created, developed and shared with the world.
Your brand encompasses the way your business presents itself, communicates and looks in the market. Its role is to be distinctive and easily recognisable. Think of it as a promise to your customers, clients, partners and employees: when they see your logo, they know exactly what it stands for and what to expect.
Good branding offers many benefits: Builds recognition / Sets you apart from competitors / Attracts new customers / Encourages existing customers’ loyalty / Helps build trust / Attracts better talent when recruiting
Market research
Good preparation is half the battle, in life and in branding. Market research allows you to approach building your brand armed with facts rather than assumptions. Who are my customers? What are their habits and needs? Who are my competitors? What are their strengths and weaknesses?
Once we understand the market, we need to look inward. Who are you? What are your values? What do you offer others? How does that differ from the rest of the market? What do you want to tell the world about yourself? The answers are the associations we want to weave into your brand. Being honest with yourself at this stage is essential to building a brand that inspires trust.
Brand strategy development
Once we have researched the market and our own business, we have everything we need to create a brand strategy. This is when we turn all that information into a coherent story — the brand identity.
This stage defines the core values, messages, brand personas, brand story, tone of voice and brand development plan.
Visual identity design and brand book creation
First impressions matter, and your visual identity is the first impression you make on potential clients and customers. Your logo is its most visible element, but your brand colours, typography, style and graphic design also tell your story and form an essential part of your brand identity. The brand book we create is a foundational document for every communication strategy.
Name and slogan development
There is a reason for the saying nomen est omen. Alongside an engaging logo, a slogan and name are key to creating a distinctive identity that stays in your audience’s mind. Simple, easy to read and pronounce, recognisable across cultures and languages — there is a lot to consider. Choosing a good name from the outset saves you the trouble and expense of rebranding later!
Copywriting
Did you know more people will choose a button saying ‘Sign up now’ than one saying ‘Registration’? Words matter, from the shortest formats to long texts audiences will either devour or avoid. Good copywriting informs while building emotional connections between a brand and its customers.
Communication strategy
However good a story is, it loses its meaning if it is not told well. A communication strategy connects all the elements we have created — your name, visual identity and brand strategy — and uses them to get your brand heard, with precisely the messages you want to communicate. There are many tools available, from email marketing, websites, blogs and media to social networks. The right communication partners will help you choose the ones that best suit your goals.
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