‘’A logo isn’t a brand …’’
The Benefits of a Brand
Branding your business yields both internal and external benefits. Externally, you create an identity that resonates with customers and allows you to form emotional relationships with customers. Within the business, your brand serves as an internal focus point. If you clearly brand your business, you have an understanding of what you are about. You have a self awareness that dictates your actions. All decisions, not just marketing, are made in line with the brand and, over time, you build a stronger business identity.
Reasons for rebranding or refreshing your brand:
- Your company image was created when you first launched the business and now appears out of date.
- Your target audience is not relating to your brand.
- Your company has grown/merged/been acquired and now requires a new image to reflect this.
- Your company has experienced a crisis from which the brand can’t recover.
- You are a small start-up that has never rolled out a consistent brand image. Your company consists of a logo, name and website but lacks a brand personality.
- Your brand is not performing digitally.
The value of a brand consists of the associations it evokes in the minds of the target audience. You influence this projection in the way your company communicates and presents itself visually, the primary goal being for all stakeholders (whether they are customers or staff members) to see, experience and bond with the identity or character of your business.
To achieve this bond, a company must go back to basics and create an image that is defined by a set of brand guidelines that must be applied to all internal and external media in order to portray a consistent image or personality.
These brand guidelines take into consideration (amongst others) your company values, your business’s mission statement, market positioning and your company’s personality and character traits - eg. Red Bull's (human) character traits are “loves life”, “anti-authoritarian” and “fearless” - and drill down to the smallest details including size of logo per application.
100% Marketing has experience in rolling out a number of corporate rebrands on a global level and can help you establish your own branding, by guiding you through the following.
Mission Statement and Company Values
Your mission statement is the task/ambition that the company aims to fulfil.
Your company values are a high level statement that describes how your company behaves and what it stands for. They are the basis of the company personality that will help to position your brand.
Message and Key Word Formulation
An established brand has a certain style of communication with fixed messages that are used repeatedly in all communications, ensuring that their stakeholders understand and remember them. These are the messages that subconsciously stick in people’s minds and help to build up the brand personality.
Logo Design and Image
Internal roll out of branding
Once all of the above are identified and laid out in brand guidelines, all the principles need to be adhered to, whether they be the design guidelines or the values of the company that help you make decisions. Until there is a consistent practise of these guidelines you cannot hope to create a successful brand. Brand guidelines should be issused to all staff members and explained thoroughly so that they can buy into the brand. Following that, all design guidelines (branding) should be put into place on every single item of communication, be it internal or external, creating a solid, professional, consistent image.