Is it important? What even is it?
We say it’s important to have a well-developed brand, but why? And what does that actually mean? What even is a ‘brand’?
Marty Neumier says that your brand is the ‘Gut feeling about your business’ and ‘what people say about your business when you are not around’. It is the heart and soul of your business, the things that make your business unique and the way your clients view and respond to you.
Think about it...
Why will people happily pay more for apple products than another generic computer?
Or pay extra for that NIKE tick on their activewear?
Stand for something
Your brand showcases your ethos and what you stand for in your business. It is the way that your represent what your business is all about. People will be attracted to your brand if they like what you stand for. But for this to be effective, they need to see that your actions align with what you claim your values to be, consistently!
American fast food chain Chick-Fil-E have always been closed on Sundays, a clear signifier of their family values and ethos, and this commitment to principle has been a draw-card for many of their loyal customers.
Stand out in the market
No matter your industry, there is a lot of competition out there! You need to distinguish yourself and help your business STAND OUT amongst a sea of similar offerings.
A well designed, unified brand identity will help put you ahead of many others in the industry. When your visual identity is eye-catching, unique and consistent, people will be attracted to your brand and come to investigate what you provide. The clearer you are about what you offer, who you are serving and what you stand for, the easier it will be to attract the right clients to you. When your visual and brand footprints align, people will come to recognise and trust your brand and build your reputation as the 'go-to' brand in your industry.
A unity across your visual communications, website, business cards, advertising, social media etc. will help build a trustworthiness to your brand, as well as adding to your brand's visibility and memorability in your industry.
First impressions count!
But what is the impression you leave people with your presentation? They say not to judge a book by it's cover, but the truth is, our first opinion on anything starts with what we see.
Does your business card look professional and eye catching, inspiring confidence and helping you to stand out amongst a sea of paper? Or does it look cheap and tacky? Is your website outdated and clunky to use?
Our visual identity helps to build credibility for potential clients, so it is vital that you show yourself in the best light with a professionally designed brand. This professionalism and attention to detail can be make or break as you try to reach potential clients, and will make people more likely to trust the value of your products or services.
A well designed brand will help you feel confident as you reach potential customers, knowing that you are presenting yourself in the best light and showing people the quality and professionalism they should expect from your business. Be proud of the business that you have poured your heart and soul into, with a brand identity that matches!