Let’s start at the very beginning and talk Branding! There’s a diverse range of thoughts and opinions on what Branding actually means, but to keep it simple; Branding is your business personality. It’s what encompasses you and your company, it’s your first impression, your lasting impression and what makes your company stand out from the competition.
So what does Branding actually involve? Well, it includes your logo of course but that’s just the tip of the iceberg, it basically involves every single part of your customer’s experience and interaction with you, such as your web design, your menu’s, your advertising, your social media… the list goes on!
What can cause confusion though is the difference between logo and branding. As we mentioned before a logo is PART of your brand and not your branding. Does that make sense? Ok, think of a well-known company, Virgin for example. There’s many strings to the Virgin bow but we all know their signature red and white logo, however what that logo does is tell us who the company is. What the branding does is tell us why we’re loyal to that company. So for Virgin Atlantic, is it the holiday memories? The amazing flight experience? That time you got a free upgrade (we’re still waiting for that one). So, Virgin’s branding is their TV commercials, their slogan, their advertising boards, their colour scheme, their in-flight menus, their uniforms, all of which contribute to the above images when you picture the brand!
Let’s delve deeper- what is your brand strategy? According to Marketing MO, your brand strategy ‘brings your competitive positioning to life, and works to position you as a certain ‘something’ in the minds of your prospects and customers’. Your brand strategy helps you stand out from your competition, and a business with a strong brand strategy are more likely to find it easier to engage, close and retain customers.
There’s a few main points that need to be considered for a brand strategy:
- List your product features and how they benefit your customers. Why does your customer want to buy from you?
- Once you know these, you can then highlight your most important customer benefits
- Can you tap into your customer’s emotions? Think back to those happy memories we mentioned earlier, will that drive your customer in to buy a burger?
- Who are you? Think of your brand as an actual person with a real life personality. What are their likes, dislikes, thoughts and opinions. Put pen to paper and describe them
- Know your story. What is your brand background? What makes you unique? How did you get here? Where’s your niche?
- Match your colours. The brand colours should match the pre-described personality traits, these are crucial in affecting your customers emotions. Did you know that the colour blue, for example, represents trust? Whereas green represents growth?
- How will you interact with your customers? How can this keep up with your brand personality? Formal? Jovial? Down with the kids?
There’s a vast amount of information to consider whilst planning your brand strategy, however we also enjoy learning about the science, facts and figures behind it! Checkout some of our favourite points below:
Did you know your brand colour goes a long way? According to Colour Matters, “Colour plays a vitally important role in the world in which we live. Colour can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite. When used in the right ways, colour can even save on energy consumption.”
“It only takes consumers 10 seconds to form a first impression of a brand logo, but it takes 5-7 impressions for consumers to recognise the logo”- Action Card
Did you know our brains process images 60,000 times faster than we process words? Which is why a lot of companies prefer to use a visual in their logo.
And we found this one REALLY interesting, particularly as the more you think about it, the more examples come to mind… “77% of consumers make purchases based on a brand name” (Business Time). So come on down Kleenex, Hoover, iPad, Sellotape…