Branding is more than just a logo. I help create brands that resides in the hearts and minds of customers, clients and prospects. It is your brand that is the personality of your business.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of these, intended to identify the goods and services of one seller to differentiate them from those of other sellers.”
The objectives that a good brand will achieve include:
- Delivers the message clearly
- Confirms your credibility
- Emotionally connects to your target
- Motivates the buyer
- Solidifies user loyalty
Your brand is the sum total of your customers, clients and prospects experiences and perceptions, some of which you can influence and some that you cannot. Your brand is the source of a promise to your consumer.
Your brand definition will serve as a measuring stick in evaluating any and all marketing materials and strategies. Consistency is one of the most important elements in branding.
Branding is not just about applying a logo in a consistent manner, and having the right colors. It’s about ensuring that all the messaging of all communication materials pull in the same direction. The number one rule of branding is brand consistency.
Branding Example
Take for example, Apple computers. Through consistent branding, their logo is instantly recognizable by consumers. Since its inception, their brand proposition has been to supply advanced, quality, great looking, high performing computers (which now includes smaller devices like the iPad, iPhone and Apple Watch). This message has never changed, although the way they have communicated it over the years may vary. Apple has kept up with modern design standards. This has led to consumer recognition, then trust and finally loyalty from their customers.