Branding is an adaptive process of indentifying and creating a satisfaction level of a product or service. A brand doesn't necessarly need to be a product of service. A brand can be a place or an organization, or an object. People even brand themselves and their name.
I feel that the words Brand and Branding have lost its value in certain levels of business. I say this because so many different people and businesses use the word branding as a catch word or buzz word without truely knowing what branding is. Most smaller businesses do not know what proper brand development entails.
There is no one defined system of going about developing a brand. There are 5 major gated stages to proper brand development. The process is adaptive to each client. I always outline the stages of brand development with my clients so they have an expectancy of objectives, budget and deliverables.
This is important because you learn more about who your direct and indirect competitors are and how you are positioned against them. You learn about your current brand if you have one and howyou are currently perceived by your customers. You can map your product or service against the market. Competitive research will identify who your customers are. WHat your price point willbe
Research names to make sure that it is not taken or similar to another brand
Gather all the information about your competitors in your market
A strong identity starts at the top. The CEO should have a clear vision for the company and be able to priortize its meaning and communication. This identity should be dinstinctive and help manage the brands position in the market.
Managing assets is the responsibility of the whole company. Asset management is iportant to ensure consistency in brand vision and promise.
Managing assets could mean ensuring that the logo is properly used. The marketing material support the brand voice.
I am sure that the idea of having a bunch of different designers working on your logo mark is appealing. It's not whats best for your brand. Most the the designers on the crowdsourcing websites are designers not brand professionals. They are only interested in adding your logo to their portfolio. Crafting a memorable mark that encompasses your brands voice takes a bunch of understanding on how shapes, colors and fonts play a vital roll in brand awareness and recognition. 99.9% of the time a crowdsourced designer does not invest the time to know if what he is designing is right for the brand. All he is doing is pumping out ideas that he things will look cool and in hopes his idea will get picked. If you post your needs on a crowd sourced site for 200 dollars, you will get what you paid for.
Print shops and sign shops are not branding experts. I feel that these types of businesses have basterdised the word brand. The general public that knows nothing about branding see some advertisement by a print shop that says "we also do your branding" REALLY? NOOOO you don't do the branding you just print the material that comes from developing brand assets and the brand identity. Print shops that specialize in beating the prices of the other printer in town is not the person who you wnat to do your branding. Ask any print shop what is a brand. and if the first thing that comes out of their mouth is "logo" just say "no thanks" and give me a call.
This just in... your logo is NOT your brand. Your logo is just a visual representation your brand that consumers connect to the most and the fastest. humans are stimulated by shape first then color and then language. makes sense right. I will say these key words, and what comes to mind, green square, red star, blue oval.
Your brand is the perception that your consumers have of you. you don't own your brand you develop a brand to create your spot in the market place. One that is heavely saturated and vying for your attenting at all times. Branding is a combination of many parts.
Top five things branding can do for your product, service or business
Build and strengthen a perceived reputation
Encourage brand loyality and trust by creating value in consumers minds
build an assurance of quality associated with your brand
create an emotional connection with customers and connect with their personal values.
Allow you to set a higher price point.
Three reasons to invest in brand identity
An identity helps manage the perception of a company and differentiates it from its competitors
Aligns those who work for the product or service and develops understanding and clarity of brand goals.
Makes it easy to build brand equity and strengthen the reputation and awareness.
Nine important ideals that build a strong identity.
Bronze and silver plans do not include design services. If you are interested in implementing a design strategy, I can discuss this in your 90 minute audit consultation. Web, Mobile, Marketing and Social media Visual Design are billed seperately.