Branding

What is a brand?

A logo?  Businesses can spend a lot of time on creating a logo using their favourite colours and a quirky design inspired by what they saw on holiday.  But the thing is they’re not creating a brand.

A brand is an emotion you associate with an organisation.  When you think of Nike do you think of determination, innovation, perspiration, never giving up, the best?  What do your customers think of your brand?  Of course not everyone is competing in the same marketplace as Nike, but the principal still applies.

Now what your customers think of your brand may be different from what you and your family think of the brand.  Remember it’s the customer and all the other target markets you need to worry about – they’re the ones you want to spend money with you not your grandmother.

As well as new customers you should think about existing customers.  How will they feel about your new brand identity or name?  Don’t alienate them.

Don’t forget your employees.  They’re the human face of your brand.  It’s a bit difficult being that if they don’t understand that what you’re doing and why.

Where do you want the business to be in five years time?  What markets and sectors do you want to be operating in?  Will your existing, or even new brand, be relevant?  Get some expertise to help guide you.

Finally, sleep on it.  Never agree on the new brand identity presented to you on a whim.  You’ll regret it.  Do you really want to spend the time and money doing it all again?  You’ll confuse your customers, as well as your grandmother.

In a nutshell

Remember the customer

A great brand evokes an emotion

Don’t rush

Think long-term