|
Brand: More than Graphic Design
Many people believe that branding is about having a unique
logo, but a brand
is more than
a logo, or a tagline, or a glossy brochure. Whilst a logo is a great way
to communicate a powerful idea about your business and can increase the
recognition of your company, leading brands such as Air New Zealand,
Starbucks, Nike, and Apple Mac, also recognise the need to deliver on the
promise behind their imagery.
How does
your business stack up? Does your imagery hold a message that is matched
by your ethos, and products and services? A superior brand is a sum of
all its parts - products and services, philosophy, name, story, employee
ownership, customer value, as well as visual identity. It is an
integration of multiple components, and a means of differentiating your
company’s products and services and gaining customer loyalty.
Your imagery
will not work for you unless all aspects of your business consistently
reflect and support your intended brand. Customers don't usually care too
much what your brochure, your advertisement, or your logo looks like. The
most powerful message is how does your company and its products and
services emotionally connect with its customers. This connection is not
always about quality or range of products or services, but can be about
values, status, story, relationships, and the inherent need to belong to a
group. An effective brand must be flexible, relevant, have impact, and
the ability to win the hearts and minds of customers. What do you need to
do to build your brand? At the heart of a well-designed brand is a
well-drafted and managed branding strategy and implementation plan.
People
As business owner or CEO you are the primary advocate and
nurturer of your brand. You must be personally involved in brand
development, but not solely. Your brand is only as good as the people
behind it, and the people in front of your customers. Employees are the
most critical touch point for your customer; therefore they are integral
to the development of your brand. Also do not forget the voice of your
customers in this process. Who knows more about your business than your
customers and employees? Many businesses forget these accessible sources
of valuable information in developing their branding strategy.
Brand
development is an excellent channel for advancing your vision throughout
your company. It allows you to involve, educate and align everyone around
your objectives, values and future pathway. Take the time to effectively
build a culture that mirrors your brand. Train your employees to represent
that brand. Your employees interact every day with colleagues, customers,
suppliers, competitors, and the wider community. They serve as your
company’s most important brand ambassadors.
Name
You need a business name that is memorable and reflects the
nature of your business, your products and/or services, is easy to spell
and pronounce, and can be trademarked and registered as a domain name.
Logo
At the heart of a good brand is a professionally designed
logo that is innovative, visually inspiring, and memorable. There
is a need to take some risks here to stand out in a crowd, as your logo is
your visual “face” and will feature on all company business cards,
stationery, website, clothing, promotional materials, signage and so on.
Tagline
A tagline is a brief descriptor attached to the name of
your business that clarifies or qualifies the business purpose. Not all
businesses need a tagline as the name of the business often reflects the
product or service, for example Plumbing World, or are so well known that
no further descriptor is required, for example McDonalds. A generic name
or an acronym will do you no favours if potential customers do not know
what business you are in.
Story
A strong story marks the beginning of a brand, and
builds an emotional connection. How many of us do not know the story
behind many of the major brands such as Virgin, Microsoft or Kentucky
Fried Chicken. A compelling brand story defines and expresses the core
truth about who you are.
Market Research
It is essential that your brand strategy be tested
via market/consumer research, such as focus groups. Consumers are a rich
source of information and will offer you a new insight into the viability
of your brand and challenge your assumptions.
Guidelines
You will need to introduce brand guidelines in order to
ensure brand consistency. Establishing brand guidelines leaves no room
for misinterpretation and helps maintain consistency throughout your
company.
Bring the corporate brand to life through a range of well-planned,
well-executed marketing activities, and make sure the overall message is
consistent, clear and relevant to your audience.
Evaluation
Continually evaluate the consistency in delivering your
brand across all aspects of your business. The business landscape is
changing almost every day. The strong brands are the ones that are driven
forward by owners who are champions for their brands.
Brand consistency throughout all levels of your company will help your
business to grow and prosper. Strong brands can drive an increase in
sales, attract and retain the best employees, and suppliers and investors
will see your brand as a valuable commodity.
Great
brands take a long view, and steady guidance, and extend well beyond your
marketing efforts. Keep it
fresh, keep it valued.
Jan Bierman
is a Director of RARE Design Ltd. RARE Design Ltd
specialises in a fresh approach to branding, design and web development. Jan offers a brand consultancy
service, and can help you develop a stronger interface with your target
audiences.
jan@raredesign.co.nz
www.raredesign.co.nz
We have researched the information we provide on this web site
with care but we do not
accept any responsibility for any problems that may occur as a result of anyone
using the information provided.
We would suggest you
contact a source of expert advice before acting on anything read here
Rendle & Associates Ltd New Zealand Ph
027 412 8007 |
