One of the biggest mistakes a start-up company makes is neglecting to brand itself. The owner may not wish to invest in branding because he feels it too costly and negates the return. This thinking is short-sighted, however, and neglects to address the importance of the company-customer relationship.
But let's take a step back. What is branding? Is it marketing? Well, not quite. Branding is a means of building loyalty with your customers. Marketing is a means of getting your brand to them.
To put it in more simple terms, let's briefly look at the group Metallica. Metallica is a heavy metal rock band that delivers a consistent and easily recognizable sound. Once you hear their sound and understand their style of music, you will recognize their songs on the radio immediately. They have a logo that is distinct from other rock bands and sets them apart. The group consists of 4 men who typically wear a lot of black. Their logo is representative of metal with sharp, heavy edges that creates a subliminal conduit to their heavy metal sound.
If you are even vaguely familiar with Metallica, you will immediately bring up images of their logo, the dark feeling of the band, the lead singer's distinctive voice, and you will know exactly what they sound like. And if you are a loyal fan (I'm not, although I do appreciate their single, "Nothing Else Matters"), you will know nearly as much as you can about them.
Marketing, on the other hand, is the flyer young men and women who stand on sidewalks hand out to passersby informing them of an upcoming Metallica concert. Marketers learn as much possible about a brand's target audience. For example, marketers won't send a teenager flyers on purchasing a house just as they won't market pimple cream to the elderly.
But how do you start branding yourself? How do you develop your "voice"?
First start by knowing your company.
If, as an owner, you cannot pinpoint the personality, look, and feel of your company, then your customers won't either resulting in confusion about your product or service.
Okay. Maybe you are starting to become interested in what I have to say. Maybe I'm starting to make some sense to you. If I got your attention, then the first thing you should do is clearly answer the questions above; that's actually the hardest part...getting to know your company. Once you are clear on who you are as a company, the next steps will be simpler:
Sometimes re-branding is necessary, say, if the message of the company changes or the logo becomes too outdated. (A smart, professional graphic designer will ensure that won't happen.) Your customers won't like change unless the change is subtle or will benefit them in some way. Just imagine your parents wearing conservative clothes one day and the next wearing punk rock outfits. It's a shock to your system! Stay consistent!
By developing a company style and voice and staying consistent, you are guaranteed customers will easily recognize your company, understand your services, and stay loyal to your brand.
I hope you have a better understanding of what branding entails. Next time we will look at what makes a successful logo.
But let's take a step back. What is branding? Is it marketing? Well, not quite. Branding is a means of building loyalty with your customers. Marketing is a means of getting your brand to them.
To put it in more simple terms, let's briefly look at the group Metallica. Metallica is a heavy metal rock band that delivers a consistent and easily recognizable sound. Once you hear their sound and understand their style of music, you will recognize their songs on the radio immediately. They have a logo that is distinct from other rock bands and sets them apart. The group consists of 4 men who typically wear a lot of black. Their logo is representative of metal with sharp, heavy edges that creates a subliminal conduit to their heavy metal sound.
If you are even vaguely familiar with Metallica, you will immediately bring up images of their logo, the dark feeling of the band, the lead singer's distinctive voice, and you will know exactly what they sound like. And if you are a loyal fan (I'm not, although I do appreciate their single, "Nothing Else Matters"), you will know nearly as much as you can about them.
Marketing, on the other hand, is the flyer young men and women who stand on sidewalks hand out to passersby informing them of an upcoming Metallica concert. Marketers learn as much possible about a brand's target audience. For example, marketers won't send a teenager flyers on purchasing a house just as they won't market pimple cream to the elderly.
But how do you start branding yourself? How do you develop your "voice"?
First start by knowing your company.
- Do you understand its personality?
- What is the mission of your company?
- What is your company's message to its target audience?
- What is the product or service you are trying to sell?
- How are you better than your competitors?
- What do your customers think about your company?
- Is what your customers think about your company the same as your message?
- How do you want your customers to recognize you (and yes, that's important)?
If, as an owner, you cannot pinpoint the personality, look, and feel of your company, then your customers won't either resulting in confusion about your product or service.
Okay. Maybe you are starting to become interested in what I have to say. Maybe I'm starting to make some sense to you. If I got your attention, then the first thing you should do is clearly answer the questions above; that's actually the hardest part...getting to know your company. Once you are clear on who you are as a company, the next steps will be simpler:
- Create a memorable logo. Hire a professional graphic designer with the education and experience who shows a strong grasp of design principles. Amateur graphic designers are tempting if you want to save money; but an experienced designer will know how to brand your company properly creating a consistent "look" and "feel." They will do their homework on the competition as well.
- Choose a color scheme. Along with your logo, you will need a consistent color scheme that your customers will associate with your company. The colors are just as important as the logo itself! Colors can convey a mood or provide a subliminal message to your audience. Professional graphic designers will help guide you to to a color scheme that works for your company.
- Create a tag line. The tagline of Bananafox is "Sweet Design. Sweet Results." What will your tagline be?
- Create your own "voice". Just like Metallica, your company needs a "sound" your customers will recognize immediately. Start by creating marketing materials that bear your logo, tag line, and color scheme throughout. Make the designs and layouts consistent with one another. Hiring a graphic designer is a must here!
- Above all else, do not deviate from your "voice." When companies re-brand themselves, the reaction of their loyal customer base is typically one of disdain until they acclimate to the changes. Some companies even lose a small percentage of their customer base when they deviate from their brand or "identity." By hiring a professional graphic designer, you can ensure your brand remains timeless.
Sometimes re-branding is necessary, say, if the message of the company changes or the logo becomes too outdated. (A smart, professional graphic designer will ensure that won't happen.) Your customers won't like change unless the change is subtle or will benefit them in some way. Just imagine your parents wearing conservative clothes one day and the next wearing punk rock outfits. It's a shock to your system! Stay consistent!
By developing a company style and voice and staying consistent, you are guaranteed customers will easily recognize your company, understand your services, and stay loyal to your brand.
I hope you have a better understanding of what branding entails. Next time we will look at what makes a successful logo.
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