YOUR BRAND
IMPLEMENTATION PARTNER
January 2023
From its humble beginnings as a way to monitor cattle, branding has come a long way since its inception. To an outsider, a brand might just appear as a logo or other supporting visual graphics, but it is so much more than that.
Sure, a brand encompasses a logo and visual branded assets, but it is the sum of these and many, many other elements that make up your brand in its fullest context.
A brand is the way people think and feel about your brand based on their interactions across all touch points they have been exposed to. Therefore, a brand is an experience.
It could be a conversation had on the phone with a company representative or the product that was seen or experienced. It could be any number of combinations, and each brand experience can be unique.
A brand experience can be delivered through any of the following means:
– visual
– written
– audio
– interpersonal interactions
– other sensory experiences, and
– company culture.
But let's rewind a little. Before building a new brand, there are things that need to be considered.
A great brand should always start with a brand strategy. Brand strategy is the central and unifying idea around which all actions, behaviours, communications, and visual identities are aligned.
A well-executed brand strategy will resonate with all stakeholders who come into contact with a brand, be it through written, visual, interpersonal, or cultural means.
Brand strategy emerges from an in-depth understanding of the customer’s needs and perceptions and should be aligned with the organisation’s business strategy.
Both products and services rely on brand strategy, and if successfully and consistently implemented, brand strategy will be effective over the long term.
The best strategies can be so powerful that they drive behaviours and change perceived ideas.
Strategic alignment is key to the creation of visual branding. It's within the strategy phase that you develop an understanding of the market, target audience, and competitors. Without a complete brand strategy, you will not be aligning the visual identity to anything other than guesswork, and this can come at a cost.
Visual branding consists of the visual elements needed to represent your business or product. This could be anything from the logo, colour palette, typography, motion (video and animation), and graphic elements. Essentially, visual branding is the visual elements of your brand that are communicated through sight.
The initial goal of visual branding is to make an emotional connection between the consumer and the brand.
Consistent and sustained exposure to good branding will develop brand trust and recall in the mind of the consumer. With enough brand trust and recall, your brand develops a social value known as 'brand equity'. Brand equity lives in the mind of the consumer and can be fickle if a brand strays too far from any number of strategic goals.
There is a lot that goes into branding. It takes many skillsets across multiple disciplines to pull it all together.
We could talk about brand and strategy all day, and take you down any number of interesting brand related rabbit holes, but for now, know that a logo is not the whole brand, rather it only forms part of a brand, alongside numerous other elements.
January 2023
From its humble beginnings as a way to monitor cattle, branding has come a long way since its inception. To an outsider, a brand might just appear as a logo or other supporting visual graphics, but it is so much more than that.
Sure, a brand encompasses a logo and visual branded assets, but it is the sum of these and many, many other elements that make up your brand in its fullest context.
A brand is the way people think and feel about your brand based on their interactions across all touch points they have been exposed to. Therefore, a brand is an experience.
It could be a conversation had on the phone with a company representative or the product that was seen or experienced. It could be any number of combinations, and each brand experience can be unique.
A brand experience can be delivered through any of the following means:
– visual
– written
– audio
– interpersonal interactions
– other sensory experiences, and
– company culture.
But let's rewind a little. Before building a new brand, there are things that need to be considered.
A great brand should always start with a brand strategy. Brand strategy is the central and unifying idea around which all actions, behaviours, communications, and visual identities are aligned.
A well-executed brand strategy will resonate with all stakeholders who come into contact with a brand, be it through written, visual, interpersonal, or cultural means.
Brand strategy emerges from an in-depth understanding of the customer’s needs and perceptions and should be aligned with the organisation’s business strategy.
Both products and services rely on brand strategy, and if successfully and consistently implemented, brand strategy will be effective over the long term.
The best strategies can be so powerful that they drive behaviours and change perceived ideas.
Strategic alignment is key to the creation of visual branding. It's within the strategy phase that you develop an understanding of the market, target audience, and competitors. Without a complete brand strategy, you will not be aligning the visual identity to anything other than guesswork, and this can come at a cost.
Visual branding consists of the visual elements needed to represent your business or product. This could be anything from the logo, colour palette, typography, motion (video and animation), and graphic elements. Essentially, visual branding is the visual elements of your brand that are communicated through sight.
The initial goal of visual branding is to make an emotional connection between the consumer and the brand.
Consistent and sustained exposure to good branding will develop brand trust and recall in the mind of the consumer. With enough brand trust and recall, your brand develops a social value known as 'brand equity'. Brand equity lives in the mind of the consumer and can be fickle if a brand strays too far from any number of strategic goals.
There is a lot that goes into branding. It takes many skillsets across multiple disciplines to pull it all together.
We could talk about brand and strategy all day, and take you down any number of interesting brand related rabbit holes, but for now, know that a logo is not the whole brand, rather it only forms part of a brand, alongside numerous other elements.
