Branding on Purpose

Branding

There are four core aspects of branding that any business should be aware of. The first is a logo, which will help you be easily identifiable. The second is a slogan or tag line that communicates who you are in only a few words. The third is the web, which is a very fragile because of the ease of information that can be disseminated to the world. The forth is your reputation as a company. The following has important details of what considerations should go into the development of these four core areas of branding.

Branding your Logo

When it comes to a good logo there are several important things to consider. Below are the top keys to the development of a rock solid logo

• No more than 2 or 3 colors. Our brains can't remember more than 2 or 3 colors in a picture very easily. Simple is always a good rule.
• Simple. If it is simple in design, it will be simple to remember. Having people remember it and recognize it is priceless.
• Long term. The design needs to be a long term commitment not something you plan on being temporary. This is key to great branding.
• Must have purpose. The logo should represent something that is either related to your business or conveys a concept or ideal regarding your company.
• Limited text. Preferably, it is recommended that you not use text or your name in your logo if you are using an icon or a graphic of some sort. Do not use your name as a logo unless it is short (one word).
• Evokes positive emotion. Great logos can evoke positive emotion such as fun, confident, stable, peaceful, fresh/new or caring.

FACT: The Nike® logo “swoosh” cost only $35. The logo is very simple and yet conveys so much. Most logos from the Fortune 500 are very simple and memorable. The best graphic artists can convey a lot about who you are in the most simple of designs and still remain artistic.

It is important to understand that your logo is a symbol of who you are as a company or individual. When branded properly, your logo will have people thinking about your company’s product or service every time they see it.

Branding a Tag Line

Your tag line is a key element to conveying something about you in a few words.

• Less is more. You can say a lot in only one word. Keep your tag line less than 5 words at the most. The best tag lines are usually 2 or 3 words.
• Easy to understand. Using college level vocabulary may make you look sophisticated but you will lose a lot of people. Keep it simple and easy to remember.
• Proper punctuation. A period or a question mark can often work well to make a point, however, an exclamation mark can often have negative consequences. Quotes, though, are completely unnecessary.
• Purposeful purpose. Just as the logo must have purpose, so must the tag line. It should represent something that is either related to your business or conveys a concept or ideal regarding your company. If possible, your tag may be a tool to tell people what you do or encourages action.
• Not permanent. Although it is important that your tag line last for a time to be effective, it is something that should be OK to change after a while. This is especially true if you have different campaigns that target different segments. You can even have multiple tag lines simultaneously.

Branding for the Web

The World Wide Web creates an important item regarding your branding: consistency. While it is good practice to have text links, banners, online directory listings, blogs and profile information on social networks, there is a need to ensure consistent descriptions and information across the web for your company.  Here are a few items of consideration when branding yourself on the web:

• Make sure that your website style, colors and design relate to your printed materials
• Monitor social networks that your business is part of on a daily basis. You never know what is being said or shared if you don’t follow them.
• Have ongoing organic search engine optimization for your website

TASK: Prepare an official company description of who you are, what you do and either how you are different or an accolade.

Branding your Reputation

Visuals are not the only thing that is a part of branding. Reputation is also part of your brand identity. Here are some areas that you may consider when branding your reputation:

• Customer service. Do live people answer the phone? Is there quick follow up? etc.
• Affordability. Are you known for being cheap, expensive or somewhere in between?
• Quality. Is your product or service known to be worth the price?
• Employees. Are your employees courteous, professional and knowledgeable? 
• Timely. How quick is your company’s turn around time?

Solid Foundation

It is never too late to re-brand your company to ensure cohesive marketing and solidify your place in the business world. Just like any well-built house has a foundation, your business also needs a solid foundation on which to rest.