A “Brand” is something that is given an individual and recognisable identity.
In the Business world, a brand would mostly be a product or a service, with a specific logo and / or slogan.
It is important to have the right brand image for your product, company or service… why?
Image is “almost” everything…
We as humans are attracted to something clean, something funky, something crisp, something with meaning and something which shows that “this individual or company cares enough to put some thought into what we see about them”… something different… it’s your first foot forward and it has to make an impression.
There are also those who will argue that no, this is not the case. A Brand is something that is established through people knowing you and using you over and over again… getting the sales and customer retention, providing customer satisfaction and the Brand will establish itself.
It’s a two pronged argument, and to be fair, both are correct and falls into left hand right hand scenario.
It doesn’t harm to have something looking awesome as a starting point so you can attract people to your brand whilst building it. But yes, in order to build your brand, you have to get it out there (as obvious as it sounds – you will be surprised how many businesses hold back on marketing their brand once it is created), get it known, and get it in the faces of your market.
Do you think Coca Cola or Pepsi are struggling with Sales and this is why they market? It’s because they are a Brand that they want you to continue to know and to recognise…. to associate with when doing something. Next time you’re at a Janet Jackson Show – you will remember Pepsi!
West Yorkshire Business Solutions Brand and Re-Brand many companies and services and we give the whole exercise a great deal of in-depth thought. Often, a Brand will have many meanings for many individuals, but specific meanings for others.
The colour palettes, the designs, the geometry all have to look right, feel right and really mean something about the Business as well as something personal. Something which will give you pride of place and even be a conversation starter.
Your Brand has to be cross functional over any medium and or media and careful not to offend other cultures and markets.
It is important for us to understand the core Business Processes and business functions before going in to Brand Manage and being sensible and sensitive with our approach.