Field Note 01
What is Branding?
**Warning, potentially boring history lesson below.
Believe it or not the birth of branding dates back over the course of 4,000 years. It originated as a way for farmers to claim ownership of their livestock. They would use branding irons to mark their cattle, each ranch owner having their own unique mark. When cattle became lost or stolen, it was an easy way to identify whose property they were. In a similar way, many artists would “brand” their goods. Potters and masons often engraved their own special mark into the bottom of their works. Over time this idea has evolved.
During the nineteenth century branding became a way for companies to distinguish themselves from their competitors. Beer and Wine producers would burn their own symbols into their crates. Soon certain brands became more sought after due to their quality and recognition. It was no longer a mark of ownership but a mark of quality.
This simple idea carries into our modern definition of branding. A brand is so much more than a logo. A brand is your business’s personality. It’s the emotional connection you have with your target audience. An overall sense of who you are, what you do, and why you do it.
As part of the design process, we work to identify these fundamental components. Asking questions like:
-What are your company’s core values?
-What is your mission statement?
-Who is your target audience?
-What are some adjectives that describe your brand’s personality?
-Who are your competitors and what sets you apart from them?
It’s so important to know these core elements before building the visuals of your business. Once you can nail down the things that make you who you are, the brand identity begins. We can then start to communicate your story through visuals like a logo, colors, fonts, your website, business cards, etc. All will help distinguish your brand and get you noticed.
Field Note 02
So, why does all this matter?
First Impressions are Everything
You’ve likely heard it before, within the first seven seconds of meeting someone they will already have formulated an opinion about you. In the not so scientific terms, we humans are all just a bunch of judgemental chumps. But, it’s no different with your business. When someone is first introduced to your company they decide a lot about you. Is this business trustworthy? What kind of value will they provide? Is this just a scam? Just a quick glance at your logo or branding can make or break their experience.
Generate New Clients and Customers
Put your best foot forward. When your branding looks professional and polished, so do you. With an expert-level appearance, you can instill trust with consumers and potential customers. A fully customized brand package will give you the leverage you need to stand out against competitors.
When you think innovative, sleek, minimalist, who do you think of? Apple? It’s easy to recognize certain brands with few indicators when they are strategically streamlined. That’s why branding is so much more than just a logo. Branding is the overarching feeling that’s communicated to viewers. When you provide your consumers with cohesive designs, messaging, and values they will soon start to recognize your company’s style without even having to see your name or logo.
Supports Marketing & Advertising
Marketing and advertising is another key component of your branding.
When you have a solid design behind your brand it makes it easy to create cohesiveness and appealing advertising across all platforms.
Your customers are being blasted by social media on the daily. It’s there when they wake up, on their lunch break, when they’re sitting on the toilet, and it’s the last thing they see before they shut their eyes at night. Make sure you’re being seen! Cut through the clutter that consumes your customer’s feeds. If they love your company enough to follow it, they want to see content that aligns with your branding goals and is consistent. It should stand out as they flick through an endless sea of paid advertising and memes. You want it to be enough to make them stop and see what you have to say.
Strong branding efforts will assure that whatever your advertising and marketing goals are, they will be worthy of the effort.
As you can tell, branding adds great value to your business. Through a detailed process of q&a and research, we can define a list of branding goals that are right for you. We’ll customize designs that best align with your target markets, and provide brand recognition. Learn more about the process here.