Branding is the cornerstone of any business's reputation. Your brand is, in essence, an amalgamation of all the impressions people have of your company. You take these impressions, and turn them into design, social media, and/or company voice models. You can do many amazing things once you've determined your brand strategy, but here we've decided to craft a simple guide to give you a beginner's taste of branding to get you started.
Branding is defined by Merriam-Webster as: "the promoting of a product or service by identifying it with a particular brand". Therefore, branding means associating your business with something. As to what that something is, you get to choose. It can be a certain design, logo, colour scheme, voice with which you publish content, mascot, etc. For example, Google's most iconic brand facet is the multicoloured G, whereas Progressive's is their mascot, Flo. There are no limits to the possibilities here, so businesses can get really creative!
So, what can you stand to gain from this? After all, this would take time, and might even require you to change things such as your logo or social media accounts. Well, the biggest advantage to having a strong branding strategy, is recognizability. Essentially, the better your branding strategy is, the more cohesive your company's image is. With a cohesive image, people begin to recognize you more easily. Just by glancing at one logo, or one of your business's posters, they will instantly think of you.
Alright, so you've got the what and the why, now for the how: if anything under the sun is a possibility, how can you get started? How can you narrow it down with so many options available? Well, start with crafting the backstory behind your company, and see if that reveals anything. If not, determine what the future of your company should look like. Additionally, not everything will work for your business. Maybe for another business, a mascot works, maybe for yours, it takes away from the seriousness and professionalism you'd like to imbibe within your brand. Take this time to brainstorm, and then test out all your ideas for client compatibility and against your company's vision of the future.
We know this guide is very basic and only barely begins to cover the surface of branding and all its complexities. However, this is a great place to get started. If you'd like more resources, we've got awesome information on our blog, and we love to answer questions, so don't hesitate to contact us!