Establishing Your Brand
A Brand can be thought of as your business's identity. Generally, if a company does a good job of establishing their brand, their audience will get a certain picture in mind of that company when seeing their logo or hearing their name. For example, what comes to mind when you think of "Apple"? Innovative, fun, and technology maybe?
Whatever terms or ideas come to mind, you can be sure that Apple Inc. has carefully structured the way
in which they present themself so that a certain identity is perceived by those who see, purchase, and use their products.
Establishing your brand is not a task that will be completed in one day, week, or month. Instead, it is an ongoing process that, once set up, must be maintained. In short, your brand is the visible face and breath of your company that lives as long as your company lives. In keeping with this personification theme, we'll discuss the attributes of your business's brand in "personal" terms.
Personality - This is who your company is on the inside, and it's important to determine this before going
any further with the branding of your company. Is your company the fun-loving, carefree, casual type or
the always professional, methodical type? Your answer should not only come from how you want your company to be perceived, but also from who you are as a person. That is, let some of your own personality be your business's personality as well. You'll have much more fun marketing your brand to others if it is a natural extension of you and your partners.
Image - This is simply what others will see and includes such things as logos, business cards, and web design. Now that you know your business's personality, how will you convey it to your customers and clients? Conveying your business's personality is similar to how a person would show who they are through their style of dress. Anyone who sees them will immediately be able to assume their personality type and style. In the same way, choose a logo and supporting images which convey the personality and style of your business.
Communication - Image isn't the only thing that conveys a person's personality. Communication goes a long way in conveying personality as well. What will the communication tone of your company be? Casual and upbeat? Trendy? Professional? You'll want to consider the audience with which you will be engaging when deciding upon the communication aspect of your brand as it's important to understand how they would best like to receive your communication.
Consider the above factors before committing to a particular branding style. Once you have, determine the extent of assistance needed in building your brand and contact design companies, online logo design websites, or even your personal contacts who may be design savvy as needed.
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