Let’s get back to basics, shall we?
Most people think a logo is a brand. A logo, on its own, is not a brand. It can be part of the foundation, but a logo alone does not tell your entire company story.
A brand is actually what other people perceive to be what your company stands for, and how it makes them feel. It can be a correct perception or a skewed perception. It is up to you, and the creative team you work with, as to how you tell your brand story.
Whatever your story, you have to let people see what it is you represent. You need to brand up + be seen.
Branding aims to establish a significant and differentiated presence in the marketplace that attracts and retains loyal customers –BusinessDictionary.com
Branding, therefore, is one of the most crucial parts of your business.
Even if you are not consciously creating a brand, you are creating a brand. Everything you do is telling people something about your company, who you are, what you do, how you do it.
You may not like the idea, but people will instinctively want to put you in a category. You can resist that, but that won’t ultimately serve you. Instead, embrace that idea (choose the path of least resistance, my friend!) and decide where your brand can fit into this world - and how you want to be seen. A big part of this process is discovering your ideal client/customer, which I will write about in a separate post.
This is also where strategy comes into play. You don’t want it to just randomly evolve without a strategic game plan (which includes both graphic design elements, copywriting, marketing, social media and PR). Because one day you will wake up and realize nothing looks consistent, your business card isn’t really that great, and your clients don’t truly understand exactly what you do. In fact, you don’t have many clients or customers because your brand is confusing or they can’t find you. Booooo!!
Just because you may be a one-man or one-woman operation doesn’t mean you can ignore this part of your business, or just hope it falls together. You need to see the big picture and develop your brand vision from Day 1 because every successful company out there does so, strategically and consciously.
More resources and tips on the exact steps you can take to create your dream brand will be posted here every other Wednesday!