Every business needs branding to break through the clutter and grab the ideal customer’s attention. It is the first step towards success and basically what transforms new buyers into lifetime loyal customers. It is what your business needs to stand out. This begs the question, what does branding consist of?
Here are the elements that branding consists of, which businesses need to think about.
Before moving on to the steps required to initiate branding, the number one step should be figuring out brand guidelines. These are a set of key tools that help ensure brand consistency and flexibility. Without proper brand guidelines in place, businesses can tend to be all over the place.
That means that they can distort over time, which can eventually damage your brand value and reputation. This is often used by businesses to ensure that they are using the correct fonts, color palettes, logo, layouts, etc. It is important to note that brand guidelines can vary between different companies and industries.
Mission statement and brand values
Mission statement and brand values are the foundation of your branding. They define the purpose of an organization and the objectives they have for the future. A mission statement is precise and compelling that defines the present state and purpose of your organization. Brand values, on the other hand, are a set of principles or core values that help shape every aspect of your business. With this done, the pillars of your organization are set.
Being central to your brand identity design and finalizing a logo is very important. Ideally, a clear thought process behind a brand should come first, which is then followed by a logo that matches the ideology and concept rather than the other way around. The logo needs to be memorable and the kind that stays in the mind of the customer. That is because it is the one thing that customers are exposed to the most. Therefore, one must make sure to invest in it since the quality and design should not be compromised.
Example: Disney –
Color Palette is a very main part of how a customer remembers your business and is directly relevant to your logo choice. First step might be to figure out if there’s a color that goes along with your business concept. If it does, that’s great, you’ve got your decision sorted for you. Or you can think about the emotions you want to convey and the colors that can be put to use for that; after all, color psychology is a big thing!
Given the increase in reliance on technology, a digital alternative for your business is very important. So, creating and designing a website is an absolutely crucial step to having a presence in the digital age. Your website should be engaging enough to grab the customer’s attention and provide them with the most optimal experience. Like a logo, the website should be aligned with all the other elements of the business.
Perfect brand communication includes good integration between digital and non-digital mediums. An example for such perfect communication is Apple that ensures that all their channels are integrated, including their website. They cater by delivering keynote speeches and accompanying videos on their website.
In sum, there are numerous factors that help a business create its brand, and each is equally important. The best way to ensure that your branding is done right is by conducting thorough market research and analysis since that gives you a tactical edge. It will help you decide which audience to target and what the audience needs in order to deliver fully.
Even though products usually have limited life cycles but brands, if managed well, last forever. Therefore, the importance of nailing the branding process, which if done right, can make it easier to market it. With that said, marketing is, no doubt, very important for the success of your business, but branding is the foundation on which you build your customer loyalty. Lastly, the process of branding can be unique to each business. No single method can guarantee success.