Branding – Your Business Identity

Branding is for all

Brands have value, conglomerates trade them all of the time, they extend them and promote them. Sometimes they neglect them, leaving them to die, and sometimes they revive them, trying to rekindle old favourites.

branding
branding

A “Brand” is more than a Logo

Visual style and logos etc. are the obvious brand signs, but true branding goes much deeper. A brand should align with the culture and characteristics of your business;

  • Company aims and beliefs
  • Features and Strengths of Products and Services
  • Positioning in the market, where you sell and your competitors

Ford for example, don’t sell exclusivity, they want a wide audience, a current slogan is “A Vehicle For Every Lifestyle.” BMW in comparison use “Award Winning Luxury New Cars” on their AdWords entry, clearly aiming for the premium market only.

Developing your brand

Hopefully you have a clear idea about what your business is about and where it is going. It’s also useful to know how your customers and the market see you, so some market research could be beneficial. This will give  you an indication of the work and direction required!

Your brand should extend to all aspects of your business, particularly all touch points with customers. Here are some points to consider;

  • Logos, invest in a good one! Use it consistently, same colour, position and scaled to suit the format
  • Typeface, type size and format such as consistent use of bold, alignment, justification and spacing
  • Have consistent messages and taglines in your marketing. On your website, printed literature, social media pages and email footers
  • Style and signage, e.g. staff uniforms and vehicles
  • Answering phone calls and enquiries

Few companies can afford a high budget re-branding. Fortunately technology has brought prices down.
Web-Clubs offer a logo design service, our prices start at £250+VAT. Following your brief, we will provide a minimum of three draft logos to choose from. We can also arrange for printed stationery.

branding

Choice of Colour

Colour is a powerful indication of your brand’s aims.

  • Red signifies danger or disruption suiting companies that want to stand out as an alternative
  • Orange works similarly but slightly subdued
  • Yellow is bright and positive, but can lack punch on screen and in print when alone
  • Green relates to nature, recycling and a caring outlook
  • Brown is similar but it’s hard to make it attractive
  • Blue stands for stability, luxury and traditional values but is less exciting
  • Black and White indicates simplicity, honesty and sophistication

Knowledge Base – Marketing Know How:

2017-07-27T14:10:55+00:00