Do you have a business or do you have a brand?

What is a brand? Wikipedia defines a brand as “a name, term, design, symbol, or other feature that distinguishes an organisation or product from its rivals in the eyes of the customer.” Jeff Bezos, the founder of Amazon.com, says “branding is what people say about you when you’re not in the room.” 

What are you selling? If the answer to this question is something bigger than the category your business is in, you could be on your way to building a brand.

A brand is your business reputation. 

It is through branding that you will create consumer trust and emotional attachments. A good example is Lego. They’re not just building blocks for kids. They represent childhood imagination and creativity. 

As a graphic designer I have worked with several branding experts over the years. And although things change constantly there are a few fundamental principles when it comes to branding and these are pretty much unchanged since I started out in the industry some twenty odd years ago. 

Here is a very simplified introduction to these principles. 

Do your research
Finding out where a brand stands or where it doesn’t stand in a market, is a crucial first step. You need to research everything there is to know about your business (or product) and the market in which it will compete. Look at what other businesses are doing. Work out where you are and where you could be in the future by making a list of these three things: The facts. The obstacles. The opportunities.

Know your customer
You can’t be all things to all people. The most important task in building a brand is to get to know your audience. You need to know who your customers are and how to reach them. What do they like and what do they dislike. You need to know their needs and motivators, as well as their overall profile. Think of your brand as a person, and create a persona for your ideal customer. 

Tell a story
Position your brand by defining what makes it truly unique and how it will slot into an available space in the market and in your customers’ minds. Make double sure there is a market in that gap. Define your brand by stating what it stands for and what value it promises to deliver. Done well and chosen carefully, these believes and values can become critical in defining your business.

Get your mission right
Create a voice for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Develop a tagline: Write a memorable, meaningful and concise statement that captures the essence of your brand. 

Think design
Carefully tailor your design, sales and marketing activities to your target market and do so consistently across all channels so the brand becomes easily recognisable. Be clear. The foundation of your brand is your logo and your design guidelines. The guidelines allow a brand to be recognised for its attitude to imagery, choice of photography, tone of voice, personality and writing style. Great brands have a clear approach to their entire communication and not just the logo itself.

Blow your own trumpet
The greatest strategic idea or the worlds finest symbol will fail if it isn’t seen, heard or understood. Implementation is key. Branding extends to every aspect of your business and every encounter with your brand must consistently convey your brand promise, whether it is with your staff, product, website, social media (etc, etc). Successful branding takes on average 2 to 3 years to develop, so stay true to your brand and give it chance to grow. 

​So do you have a business or do you have a brand? What are you really selling? Is it something bigger than the category your business is in?

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