Make Your Mark
In an ever-crowded market where consumers are constantly being stimulated with brands and their brand promises. It is vital to “get it right.” Consumers are much savvier and can see thru the fake brand messaging that doesn’t build value in the product or service.
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 catchword or buzz word without truly knowing what branding is. Most smaller businesses do not know what proper brand development entails.
There is no one defined system for going about developing a brand. There are 5 major gated stages of 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.
What is Branding
Lets build your brand that’s strategically different
FACTS TO CONSIDER
BUILD A STRONG IDENTITY
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 how you are currently perceived by your customers. You can map your product or service to the market. Competitive research will identify who your customers are. WHat your price point will be
- 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
Managing assets is the responsibility of the whole company. Asset management is important to ensure consistency in brand vision and promise.
Managing assets could mean ensuring that the logo is properly used. The marketing material supports the brand voice.
DON'T CROWD SOURCE YOUR LOGO MARK
DON'T HIRE A PRINT SHOP TO DEVELOP YOUR BRAND
Print shops and sign shops are not branding experts. I feel that these types of businesses have bastardized 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 are not the person who you want 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.
DON'T THINK YOUR LOGO IS YOUR BRAND
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 keywords, 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 marketplace. One that is heavily saturated and vying for your attention at all times. Branding is a combination of many parts.
HAVE A PROJECT?
Shoot me an email and lets talk about it.