When we say brand, what comes to mind first? Coca-Cola, McDonald’s, Visa, Apple, Microsoft, Samsung, Disney, Zara, Mercedes-Benz, etc.
This is a world of great brands. We are born, we consume them and we die with them. They have always been there. We are surrounded by them. They are the best at what they do. Every time they fulfill their promises. Every now and again they delight us. We always come back to them. They never disappointed us. They are always there, easily accessible.
We keep listing… They are always of the same quality. They are beautiful in design and packaging. They are user-friendly. We look at them as friends. We differentiate them from the competition they always win. We recommend them to friends and defend them when someone attacks them. We consume them with all our senses. They evoke positive emotions in us.
As Jeff Bezos, Owner of Amazon says, “Your brand is what people say about you when you’re not in the room”
For all these reasons, today we will look more closely at the brand and its appearance.
What is branding?
It’s the process of creating a brand. It is a set of activities and strategies that help to be perceived in the right way. Logically and emotionally. Branding is a blend of design, language, identity and experience.
In a world where there is great competition of similar products. It is branding that helps us win the competition. This is why we always choose one and ignore the other from two products of the same quality. No matter if a business uses traditional marketing, digital marketing or both, the branding principles apply in any era. It helps us create a mental image in the mind of the customer.
Has a clear role, to help the company deliver:
-uniqueness and identity
-initiates a buying action
-make a difference to the competition
Purpose, Vision, and Mission – Holy Trinity
Purpose – answer the question Why?
While it may seem like a philosophical question, defining purpose can be a key asset in a rapidly changing business world.
Every successful organization has a purpose. The purpose is the basic component that should answer the questions Why does a company exist? Why was it founded? What is the main reason for having one? If business were to disappear tomorrow, would it leave a trace behind? The answer to the question of why, makes it easier for us to set out our mission and vision.
Vision – answer the questions What? or Where?
Where we see our brand in 2, 5, 10 years from today. The vision focuses on the future. It shows us the direction the company should go in the future. An effective vision should give us a clear and unambiguous picture, describe the future, be realistic and achievable, follow the organizational culture and values and presuppose the time when it will come to fruition.
Mission – Answer to How?
The mission deals with how the job will be done. It focuses on the present and turning the vision into reality. An effective mission tells us what goals to accomplish, how, what tools, and how long it will take.
With whom would you rather start a business relationship with a man in a suit or with someone who looks homeless? Of course with the man in the suit. This is how the human brain works. We judge a book based on its cover. This is one of the reasons why it should look polished.
One brand’s visual identity is made up of logo, images, font, colors and creative design. If we were to draw a parallel with a man, it would be his appearance, style and suit. Visual identity helps look believable and instill confidence. Click here if you want to know how to draw attention of customers with the use of custom printed falgs.
Before we start designing it is essential that we know the target group. If we are designing for the younger population we will certainly not use adult fonts. We will also not use pink if it is aimed at the male population.
Name and logo
Naming a business is one of the most important and complex items in the whole process. Before we can create a logo, a slogan, a website needs a business name. It should be easy to remember, to draw attention, to represent the business in the right way and to sound beautiful.
Naming a business is very difficult, like giving a name to a child. All other elements may change over time (logo, font, color, etc.), but the name remains the same in all cases except when doing complete rebranding.
Laymen really often identify the logo with this whole process. This is, of course, a mistake. The logo is not your brand. A logo is a graphic symbol that represents a person or company. A logo can be a combination of symbols, font and color.
After consuming a particular one for a long time, customers associate with the company logo. This is precisely where his power lies. A good logo is easy to remember, attracts attention, produces the desired emotion and is unique.
The psychology of color and its impact on consumers has long been attracting the attention of marketing experts. When it comes to making a decision, emotions play an important role. For example, it is very difficult to just tell the whole story of the company in a logo, but adding a certain color to it changes the situation.
It is well known that yellow color evokes positive emotions in us. It associates with us the sun. While the red draws our attention. It makes us cautious, sometimes aggressive. At the unconscious level, it is the color of blood. Marketers use this color when they want to emphasize big discounts. Genders respond differently to colors. The man will often ignore the pink on an unconscious level, while the woman will notice it. Pink is otherwise a color of beauty. Blue brings us calm, composure, strength and confidence. Green usually indicates vitality, health, nature.
Typography is the art and technique of lettering to make written language more readable and beautiful to the eye.
Just as we can communicate with symbols, with color, so can typography. It is an integral part of visual identity. Even before a customer reads a marketing message, the font already communicates with them.
A tagline is an audio phrase or a small group of words that are effectively combined to make it easier for customers to identify a company or product.
Just as the logo is visual, so is the slogan presenting the brand in its own way. The goal of the slogan is to leave the key message in the mind of the customer. A good slogan is short, easy to remember, contains a key benefit, separates it from the competition.
Build a brand! Now, this is more affordable and easier than ever before. Of course, there is a lot of work, a lot of science behind it, marketing, management, psychology, graphic design, web design, organization, all sorts of things. But again today your chance of success is much greater.