Powerful Branding Is More Than A Logo

Posted August 18, 2010

The framework of an efficient branding system is a vision. Vision is translated into a brand and that brand is used in various communication methods to project a message to a market and the consumers.

That’s how the process works but in reality, it’s not as simple as it seems. There are many factors involved that could end up with you sending the wrong kind of message. You need to consistently evaluate the system you use to make sure you’re communicating your company’s message to full effect.

All businesses nowadays want to build a strong brand, because it is after all what helps to produce sales and gain a loyal customer base. But sometimes companies often fail to realize that a brand is an avenue to showcase the business mission. Some businesses who don’t do this may experience some level of success, but those who give the correct attention to utilizing their brand as a way to deliver their mission will be able to withstand any challenges or downturns within their particular industry.

A Brands Purpose
There is always the strong temptation to force effort into the creation of a logo, name, or design for your company, but the essence behind them is what is more important in every business branding system. It’s not just one of these elements but a combination of them all. How will the market be able to create that distinction about your brand against other brands if you can’t foster it to deliver a message?

Brand holds immense control over your business as it is what customers use to create a perception about the company which the brand represents. So branding is not something that is restricted to larger companies to give serious attention to, but for all levels of businesses.

A Brands Strategy
If you want a cost efficient strategy, get into the mind of your potential customers when doing your market research. Get as much information about your target customer demographics that you can use in the development of your brand. But don’t just settle for that; moreover learn about what things would encourage them or prompt them to act on impulse to take notice of the the projected message. This is the part where you need to tailor your message based on what appeals to the emotional and physical needs of the consumers.

‘Word of mouth’ is the most cost effective advertising tool that you can use within your company. Gather ideas on how you can produce a brand that will get people talking about it to others and respond to the brand message.

Whatever kind of brand strategy you engage, you should focus on being consistent with the overall vision and objectives of the company. This also helps gain trust among your clients about the reputation of your company.

A brand is a lot more than just a logo, it’s a message. Whilst the logo itself should project the message clearly and be enticing or professional enough to be taken seriously, a logo is not a brand, your message is.

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Ian Shield