Brand could be defined as a “name, term, sign, symbol or design”, or a combination of them intended to identify the services and goods of one seller or group and to differentiate them from those of other sellers.
Successful branding involves much more than sticking a consistent logo on your materials.
We’re visual people and more often than not we make purchasing decisions based on an image alone. Our vision is our primary sense and we rely on it to make quick assumptions about people and products. This means image can play a strong role in the branding of your business which speaks to your profitability.
Smart, Successful branding requires a few Simple concepts.
Keep it simple. Nike swish is a prime example of simple, smart successful and effective branding. The swish represents a gargantuan shoe house and yet they illicit a personal experience, emotion, or thought. Logos do not have to be complicated to be effective. A busy logo will disesteem or cheapen the feeling that you’re trying to evoke.
Consistent and Continuous placement. Maximize your logos equity in all of your marketing materials from advertisements to emails to packaging…it’s how people will begin to associate and identify with you. Brand recognition!
A strong brand makes the buying choice easy. In virtually any market you can identify examples of this. Fox News. The channel was launched on October 7, 1996to 17 million cable subscribers. The network slowly rose to prominence in the late 1990s. In the United States, Fox News Channel has been rated as the cable news network with the largest number of regular viewers. Brands rule their space. They are an authority in their category. How about Starbucks? Established in 1971 but unknown outside of Seattle until the 1990’s when they pumped their brand and became one of the first companies to offer stock options to its part-time employees.
Your brand is not your logo, but the sum of all you do. With both of the aforementioned organizations, the logo for which they’re known represents all that they do. They’re vertically recognized forces in their respective industries with brands that are recognized the world over.
Pumping brand equity is a point of paramount significance in today’s marketplace.