What is a Brand?
I’m often asked “Isn’t a brand just a logo?” Well, whilst a logo is an integral part of any brand, there’s actually a lot more to it than that. Your brand is basically how your customers distinguish you from your competitors, so having a good one will make you stand out from the crowd!
Brands are made up of specified brand elements which, when used consistently, will mean people recognise everything you do as coming from the same source. The colours and style you use in your logo will likely influence your supporting brand elements, which can include company colours, fonts, imagery, and even your brand voice (the way in which you communicate with your customers).
Why do I need a Brand?
It is a common misconception that brands are reserved only for large companies (like Apple and Coca Cola for example) who often have extensive brand guideline documents detailing how each brand element should appear on their many marketing channels to keep them consistent. However, a more relaxed branding strategy can be applied on a much smaller scale to your small business. Keeping certain design elements consistent across all marketing channels is a great way to build brand awareness and project a professional appearance to your potential customers. It will also help them to build familiarity and trust in your company.
Say you give someone your business card at a networking event, and they later see your advert pop up on their Facebook news feed. If both are branded in the same way, it will jog their memory of meeting you whilst also reinforcing your brand and company name in their minds. Then when they later come to need a service you provide, they are more likely to notice you over a competitor who has a weaker, less consistent brand where everything looks slightly different.
It doesn’t matter how great your products or services are, if people don’t know you exist they can’t, and won’t, buy them. A consistent and well thought out brand can make you stand out ahead of your competitors.
When creating your own brand you can go into as much detail as you like, or you can choose to keep it simple – just specifying certain brand elements like fonts, colours and imagery. Either way, as long as you use your brand elements consistently it will have a great affect on your company’s appearance to others.
So in answer to the above question: having a brand will benefit your small company and how your customers see you. So go forth and get started on your fabulous new brand, you can download our Branding Checklist to guide you through everything you need to consider.
Also, if you have any questions about your branding, please feel free to get in touch [email protected]
Branding and Design Director
Emma is a Branding and design expert who started her own business and never looked back. Founder of Big Bear Creative which was started after having her first child Noah. Supporter of women in business and nurturing startups.