You’ve probably got a business name and a unique selling proposition (USP) that you use to set your product or service apart from your competition, but have you built your brand yet?
While establishing a name and USP can be done immediately, branding is much more of an evolutionary process. Before we talk about building your brand, let’s try to understand what it is. A business name and logo are clearly quantifiable. Your brand is less so. Advertising guru, David Ogilvy defined a brand as:
The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.
Other advertisers may define it a bit differently; however, branding is a culmination of factors. You can set the pricing for your product or service, but your reputation is earned and your history develops over time.
One of the keys to successful branding is consistency. Consistent presentation of your company helps to solidify your brand. No matter where you advertise, everything should have the same “look and feel” about it – from your business cards and stationery to your storefront and signage to your website. Your use of colour, typeface and your logo are visual building blocks to establish your brand. After you’ve won loyal clients, you want to keep them. Being instantly recognisable to them is important. Your consistent brand offers that recognition.
In addition to your “look and feel,” your message also plays a part in your company’s branding process. The words you use to present your company go a long way in explaining its personality. Depending on your product or service, that personality may range from stoic and traditional to whimsical and fun or some creative combination in between those extremes. No matter what your company’s personality, be consistent with your message in the same manner you’re consistent with your look.
Besides consistency, your brand should be memorable. You want to be remembered by potential clients in addition to being recognised by loyal ones. Knowing your target audience will help you figure out how to be memorable. If your company’s primary customer base is made up of business professionals, your brand must resonate with them. Clearly, products and services directed at that target will look and sound quite different than those geared toward teens.
Knowing your core values is as important as knowing your target audience. Your brand should reflect those values. Review your message and your “look and feel” – does it support what you really represent? Every decision you make about your advertising and all the elements that go into building your brand should be based on your core values.
Building a brand, as you can see, is a much more in-depth process than creating a new logo… although that new logo should support your brand. While there are many factors and details to consider, at Jaffa, we understand how they all relate to each other in your brand-building process.