A brand encapsulates so much more than many people realise. It goes far beyond its logo, or its storefront, or its packaging. It’s more intangible than that. It’s an experience. It’s an atmosphere that carries beyond a company’s building and into the everyday lives of their customers.
“Your brand is what people say about you when you’re not in the room.”
– Jeff Bezos, CEO of Amazon
The concept of branding isn’t new. In fact, branding was originally used for cattle as a stamp of ownership. Right from the start, branding was all about making your mark. Soon manufacturers and farmers would begin burning their brands on wooden crates. This meant that regardless of where it was shipped in the world, the brand was a guarantee that it came from a good source and good quality. But since then, branding has evolved to so much more than just the owner of livestock or the origin of a product. Now, Brands are not just seen or heard, but they are experienced.
The Purpose of Brand Identity
The way that you visually represent your brand is crucial. It lets your customers know the what, how, and why behind your business. Utilising creative strategies, brand identity allows people to build awareness of a product or idea to the people who need it most. Your brand identity can take the form of your logos, typography, colours, and even communication.
“Branding is what sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy.”
– The Tronvig Group
It all starts with Strategy
The most important part of brand identity is building upon a foundation of great brand strategy. Brands should always start the process by answering a few questions about their vision and mission. In the strategy stage, research is crucial. This goes beyond just defining the problem your product solves, but detailing the traits of your ideal customer. What do you want people to think when they hear your brand’s name? What kind of feelings do you want them to experience?
More questions brands should answer…
What does our brand stand for?
What makes our product or service unique?
Who are our target customers?
What do we do better than anyone else?
How do we want our brand to be perceived?
So where to next?
If you’re starting a business from scratch, or want to refresh your current branding and marketing strategy, it can be overwhelming. Get in touch with us today to find out how we can help you discover your Purpose and reflect it in your brand identity, marketing, and more.
