A brand is much more than just a logo.

A brand is a very valuable business asset, which can take years to build and can be destroyed overnight.

Brand value is a term which is used to define how much a brand is worth to a particular company. How much would your product be worth if it lost its brand identity tomorrow? Essentially a brand is the essence or promise of what will be delivered or experienced. Psychological an emotional connection your customers have with your company.

A brand is successful when it is trusted, to gain trust takes time. Successful brands build on trust through consistent brand messaging.

Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass.

Answer the following three questions clearly and succinctly and you have the beginnings of your brand story:

Who are you?
What do you do?
What makes your business unique?

The first 2 questions should be easy to answer, but the third is usually more difficult. What makes you different? What is your USP? What is going to make a consumer buy with your company rather than go to your competitor? This is difficult because it is so easy to overcomplicate the answer – or to answer too rashly. To actually get to the essence of why people buy from you is a lot harder than you would expect – try summing your business up in three words? Tough isn’t it.

Working with designers who have experience in brand management and creative direction can help you answer these questions succinctly and help you begin to realise your brand story, gain trust with your clients and become more profitable.

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