What’s in the brand?

Bing, bang, boom, pow, zoom! That’s over five brands your over stimulated brain soaked up in 10 seconds as you strolled the high street resplendent in your latest summer duds and fake tan. While you recognised a few, some were forgotten in nano seconds.

Why do some stick out and why are some consigned to a grey abyss in your mind - never to be recalled again?

A strong brand invites people in and asks them to explore your company. What does it do, sell and why? Why does it exist?

The principles of good branding revolve around creating a strong and memorable identity for a business that resonates with its target audience. A strong brand identity is essential for any business.

If you are a start up, or looking to rebrand your company with a stronger look and message, here are some key principles to keep in mind:

Differentiation
Effective branding sets a business apart from its competitors. It highlights unique qualities, values, and offers that make the business stand out. This can be achieved through a distinctive visual identity, a unique brand voice, or a compelling brand story. Ideally, you should be aiming to have a good mix of all these attributes in your brand.

Consistency
All elements of a brand, including the logo, colors, typography, messaging, and overall tone, should align across various platforms and touchpoints. Consistency builds recognition and trust in the brand.

Brand guidelines are an essential tool for any business as they establish the rules of these element and ensure that designers, copywriters and web designers have clear guidelines to ensure the integrity of the brand across all digital and print platforms.

Authenticity
Does your brand stay true to its core values, mission, and purpose? Authenticity involves being transparent and genuine in all communications. It entails branding that creates a deeper connection with customers and builds loyalty.

An audience can sniff out a fraud very quickly. Small businesses posturing as giant, slick corporate entities quickly conjure subconscious images of three wheeled vans proclaiming influence in ‘New York, Paris, and Peckham’. Initial amusement usually gives way to overall dismissal by your target audience.

Target audience understanding
A good brand understands its target audience and tailors its branding efforts to appeal to them. Researching and understanding the needs, preferences, and aspirations of the target market helps in crafting a brand that resonates with them.

Storytelling
Brand storytelling involves creating a narrative around the brand that engages customers on an emotional level. It can be achieved through compelling content, impactful visuals, and experiences that evoke specific emotions. Storytelling helps customers connect with the brand on a deeper level.

To see some examples of small to medium-sized businesses that effectively use original and creative branding check out our ‘Who you calling little’ blog.