19 Jul Branding Advice for Companies
Branding is more than a logo design. It’s the whole thinking that communicates the values, vibes, and intentions of the company and lets customers experience it. We want to show you the importance of adding this way of thinking to your company so your business’ performance and public image can work together in the same direction.
LOGO AND BRANDING DESIGN. TWO RELATED THINGS, BUT THEY AREN’T THE SAME
There is a difference between logo design and branding design. The first one is the research, development, and final graphics result that identifies your business or organization. This design process comes up with a logo or a graphic sign that represents you. It tells the world what you are made of, which is your selling proposal. A logo design identifies your project, so people can recognize it from others.
Branding design means thinking in every communicational aspect around a company, its products or services. It is a strategy that finds the best way to show customers the company’s beliefs and values. Also, it is a way to persuade them with your ideas and intentions. It’s all about how your company looks, how it talks and interacts with your customers, clients, teamwork and everyone who gets in contact with it. While a logo is a visual mark, branding includes every communicational element that interacts with the public and has an impact on them.
THE IMPORTANCE OF INTRODUCING BRANDING STRATEGIES INTO YOUR COMPANY
For the customers, it could be very distancing to experience your company just by a visual sign (your logo). Even if it’s a good logo, it probably doesn’t trigger an emotional reaction immediately. Some customers may have an emotional and intellectual experience that sometimes translates into sales, but most of the time it doesn’t.
There are different channels to build up better connections between the company and clients. Clients can experience your company when they use the website, a restaurant menu, product packaging, a TV commercial, an Instagram post, and so much more. This is where your branding strategy gets up close to people. It lets them experience your company and get emotionally connected, potentially even buying your products or requesting your services because of that feeling.
For example Apple. Potential customers see their logo, if this is familiar to them, they will instantly remember all the experiences they’ve had with the brand. They remember the advertising on the subway, their wife’s experience owning an iPhone, seeing their neighbor using his iWatch. Also the minimalist packaging, the sound of many different styles of music at your friend’s party (yes, he has an iPod), or how The Kardashians showed their iPhone in the last episode. Now you can see, the logo is only a visual trigger that recalls customers’ experiences interacting with the company (the brand).
BRANDING ADVICE FOR COMPANIES
People recognize the company and its products using these trigger memories. Possibly, they may decide to purchase the brand’s latest product quicker than if the company hadn’t used a branding strategy. If you as a company, use a cohesive and visual message in every publication or touch-point with your customer, everything will give you better results.
First, you should realize what is your brand’s personality, which is formed by a group of elements that works together as a communicational strategy. Point out your company’s heart: its purpose and values. This differentiates you from others and will guide you through the whole branding design. Then, a graphic language should be developed for every single space (Website, Social Media, Advertising, Product Packaging, Stationary, Business Cards, Company’s local building, uniforms, billboards, etc.), where your company has contact with customers, potential clients, and the general public. This graphics system should be based on your logo design, institutional fonts, color scheme, and branding style guide.
These are all the foundational elements you need for your branding. With professionals, you can have a marketing strategy to help you get to your business goals. They can help you define the right message (written or spoken), and how to communicate it to the people based on your brand.
Even if you have a small business, you can integrate your brand strategy as a big company does. Consider that it will allow you to stay ahead of your competitors, even in a competitive marketplace. It’s important that a design agency understands that your logo is just the first step in this whole graphics system. At Design 106, you can find real guidance for your business, from the logo design to the website and marketing consulting.