23 Sep Brand Image? Brand Identity? Brand Value? Either Way…Help Yourself Stand Out From the Crowd
“Branding”, a word once reserved for sassy creative directors, snooty marketing gurus or overzealous artsy types has begun to segue into our everyday business lives. While it may be a hot “buzz” word in the business industry, branding is definitely not a trend to be dismissed without due consideration. Branding your business is a key element in determining your business’ success.
The earliest branding on record occurred during Ancient Grecian and Roman times. Then pottery was one of the largest traded items. Pottery was so popular, that potters would scratch their initials, use their thumbprints, or engrave a symbol into the wet clay in order to mark the goods as theirs. Some superior potter’s goods were so sought after that inferior potters often tried to imitate their mark in order to sell more goods. Today we no longer scratch our initials on our work; we create logos and marketing materials to identify ourselves in a crowded market.
A logo is created to identify your business. Your logo should successfully reflect your product or service (i.e. a bank should have a logo that is perceived as strong and safe, a spa should have a logo that is perceived as elegant and calming, etc.). Once a logo is developed it should be used on any and every collateral material you use for your business – from business cards to advertisements to your website to promotional items. Collateral materials should be able to interact with each other on a creative level reflecting your logo’s colors, image, message and theme.
The collection of these collateral materials is what will embody your brand. People tend to develop relationships with products and services the same way they do with people – by interacting with them. Establish yourself a positive connection and a valuable relationship is sure to ensue. Remember, your brand is an investment, not a cost. Is it the impression your customers will be left with long after you’ve gone.