Welcome to Branding Basics 101, where we'll explore the world of branding - an area that seems straightforward and intuitive, but is often not as well understood as it needs to be. Whether you're starting a new business or non-profit organization [NPO], wanting to take your organization to the next level, or simply want to create a new, fresh image for your enterprise, this will be an opportunity to investigate what makes a brand tick. Let's unravel the fundamentals of branding together.
A Starting Point:
Think of branding as the personality of your business:
What is Branding?
Branding is essentially your organization’s unique style and personality [and value offering] that sets you apart from the crowd. It's not just your logo; it's the total ‘character’ of your business. The mechanics include such things as colors, fonts, tone of voice. The result is the collection of feelings that people associate with your organization.
Why is Branding Important?
Branding is the name tag you wear at a party to identify you - but more importantly the personality that makes you memorable at that party. It helps people recognize and remember your business, and (ideally) be drawn to it. It's the magnetic pull that makes your prospects and existing customers engage with you, sometimes without even knowing why.
Actionable Steps:
Here's a roadmap you can use to start shaping your brand, or re-imaging the one you have now:
1. Define Your Brand Identity:
Picture your brand as a character in a novel or a movie. Who are they? What's their personality? What’s important to them? What's their style? How are they viewed by others? What value do they bring to their community, or the people around them? All these questions will help you define your brand identity.
2. Design Your Visual Elements:
Think of your logo, color scheme, and fonts as your brand's outfit. Make sure they reflect your brand's personality and are consistent across all your materials.
3. Craft Your Brand Voice:
Your brand voice is how your brand communicates to the world. It should reflect what your organization has to say to your target audience. It should be crafted to make your target audience feel a certain way. Similar to the speaking voice of an actor, it should be distinctive, and express the personality of the character being portrayed [your brand]. Once you have defined it, use it consistently in your marketing communication.
4. Build Brand Consistency:
What makes an organization easily recognizable is an image that stays consistent. People should be able to immediately recognize your organization from the branding that you develop and always use. Keep your branding elements and messaging consistent across all your touchpoints, and the channels you use.
Real World Examples:
Example 1: Apple
Apple is like the cool, innovative friend. Its clean, minimalist design and consistent branding make you instantly recognize an Apple product.
Example 2: Coca-Cola
Coca-Cola is like the classic buddy. Its red color, iconic logo, and friendly messaging evoke a sense of nostalgia and happiness.
In future posts, we will look at more examples of branding that make organizations - and their products or services - recognizable to virtually everyone.
Tools and Resources:
To get started with branding, you don't need a big budget. Here are some practical resources:
- Logo Makers: Canva; Looka
- Color Palette Generators: Coolors; Adobe Color
- Font Libraries: Google Fonts; Adobe Fonts
Conclusion:
Branding Basics 101 has given you a glimpse into the exciting world of branding. By understanding the essentials of branding, you're now equipped to start building a memorable brand for your organization.
Call to Action:
Are you ready to dive deeper into the world of branding? Stay tuned for more posts in our Marketing 101 series. Feel free to share your thoughts or questions in the comments, and let's begin crafting brands that leave lasting impressions!