Hit the right notes: creating a brand with impact
What is a business without effective branding? Ultimately, it can be the make or break for many with it playing a crucial role in how appealing and memorable the company is to potential customers.
The starting point is with your logo. It needs to be easy to remember, clear to understand, and unique enough that it doesn't look like any other company, or disappear into oblivion through being so generic. The colours matter too - there are many studies written on the way we understand colour and what it says about the feel of a business. Green is a lot more eco-conscious and peaceful, while yellow is associated with optimism and warmth. Orange is friendly and builds confidence, while red is bold and exciting. Grey conveys balance and calm, while blue instils trust. Purple is much more creative.
The Message
Next up is thinking about the message you want to convey with your brand and ensuring this is cohesive throughout all your platforms. Can you sum up what you do in one clear sentence? Would you be able to understand what your product or service is from your strap-line? Your content is all hugely valuable to translating a potential customer into a sale. Your messaging should run through all aspects of your brand, from the words beside your logo to the imagery used in your leaflets to the designs included on your promotional merchandise.
The Experience
Then it's important to think about the brand experience. What sort of journey does your customer embark on with you? How does your brand make them feel? This can all play a huge part in the success of your business. As an example, Jo Malone - a high-end perfume and home fragrance brand - writes handwritten letters after every sale that they then post to customers to thank them for coming into the store. They also offer a free product sample with each purchase, which no doubt drives more sales, but also feels like a nice gesture. Then there are the free 30-minute hand massages they give out with sales, which feel like a unique touch and special experience. In doing so, they're sharing more product knowledge with customers.
Understanding
There are some core components to a memorable brand - this includes showing a clear understanding of your customers, and a sense of friendliness and approachability. Additionally, people like brands with a human touch that come across honest in their presentation. It is also important to have a sense of depth that goes beyond just your font or colour choices. It is valuable to be clear and cohesive, finding what is unique about your company and keeping this at the forefront throughout. Putting planning into this prior to your launch will ensure you have covered all areas and thought about this in depth.
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