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Stand Out - Or Blend In?
The Branding Dilemma Solved
Crafting Identities In A Noisy Market
What Is A "Brand" Anyway?
Although some think that a logo is a "brand" and that "branding" is only something big companies do, nothing could be further from the truth. Even 1-man businesses need to consider branding as it affects the customer's perception of you and therefore affects your bottom line.
So, you are probably still wondering "what exactly is a brand"?
Components Of A Brand
A "brand" is an identity, one that makes you stand out in the marketplace and be instantly recognisable. It's consistent too.
A brand encompasses the entire business identity, that is bold enough to lead, subtle enough to belong and this extends to the emotions, experiences, and perceptions associated with it.
Just as a person is more than a photograph, they are an entire personality with likes/dislikes, skills, interests and much more (this being their "brand" i.e the sum of all the parts) so too a "brand" is made up of the personality of the business (and much more).
A "brand" consists of these basic components (there can be more):
- Company - Name & name style (i.e ABC Roofers versus "The Really Reliable Roofing Company")
- Creative - Logo, slogan, colours, fonts, design, packaging etc (These can be trademarked)
- What You Do (Mission / Vision) - Purpose of existing, what you do or seek to do
- Customer You Desire / Have - Current customers also aspirational customers
- How You Do It - The products/services you provide to customers that solves their problem and helps you achieve your mission/vision
- Advertising Creative - Style of advert is unique to brand
- Marketing Message - Cheaper, better, faster etc
- Elements - Different products, services etc (These can be trademarked)
- A Successful Brand - Communicates product quality to consumers, is immediately recognisable, memorable
A brand can be all the above combined but also only certain components i.e "white label goods" (a brand in their own right).
Microsoft is a brand but its products (Excel, Word etc) are elements of its brand (even though these product names are trademarked). These elements can be perceived as brands also.
Social influencers and social media guru's etc are also a brand (comprising them, their style, manner, imagery etc).
How I Can Help You
Through my blog, ebooks and videos I will be talking to you about branding and how to successfully brand your business.
This website is new (late 2024) so not all the material has been written yet. Stay tuned as the site gets updated! (Be sure to join the mailing list below, that way I can keep you up to date on when branding posts are put onto the website.
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