Design Studio – Strong Branding: It Takes More Than Just a Logo
Whether you’re setting up your business or you’ve been around for a while, you’ve probably heard something about branding. There seems to be a popular belief among business owners that having a logo is all you need to do to create a successful brand, but I can assure you this is definitely not the case!
While your logo will form a major part of the visual identity of your brand, creating a strong brand takes far more than some pretty visuals. A logo by itself might look good, but if you don’t also take steps to create and reinforce your main brand message, it’s not going to be memorable or hold any meaning for your customers.
How can a strong brand identity benefit your business?
A strong brand identity is about the experience your customers have when they come into contact with your brand and this is achieved through a combination of great looking visual marketing materials, a strong message and values, and most importantly, consistency. Your logo should definitely play a part in this, but it’s not the whole picture by any means.
If you can get your branding right, you will be rewarded with strong customer retention and loyalty, and you will probably be able to get away with charging more than a business that doesn’t have a recognisable brand name. People are willing to pay more for brands that they know and trust and if you can turn your business into a reliable, well-loved brand chances are you will see an increase in your profits through your sales.
What can you do to build a strong brand identity?
If you’re looking to build a strong brand identity, it’s important that you focus on the overall experience your customers will get when they buy from you. This includes the environment (your physical location or your website if you are an online business), your marketing, the interactions they have with your staff and your after sales follow up.
Think about what you want your brand to represent. This in itself can be a valuable exercise. You may want to incorporate your point of difference into your brand experience as well as your values and overall philosophy. Your visual marketing materials should be a visual representation of these values but they are not the be all and end all of your brand. A great brand has a great logo, but it is so much more than just that.