What makes a good brand?
Good branding is effective branding. This means your brand is memorable, consistent, and tells a clear story.
When most think of branding, they are most commonly thinking of a visual identity. The logo, the fonts, the colors, the designs. In other words, how your company looks. Truly great brands are so much more than their logo. It's their mission and vision and how they engage with their customers. It's how they treat their employees. It's your return policy and how you respond to angry emails. It's how you talk about things that are important and not so important. Great branding is showing, not telling and the visual identity preps your customers and employees on what they can expect.
Simply put, branding at its core is how your company makes your customers and employees feel.
If you take nothing else from us, let it be this. Consistency, consistency, consistency.
This means having unified messaging, values, and designs across all company touchpoints. This consistency will help your audience recognize you from your competitors. But it will also help you build a relationship with your customers because familiarity builds trust.
Our process for creating a visual identity for a new brand is rather straightforward. How do you want to make people feel when they engage with your product or service? Do you want them to feel energized? Relaxed? Trusting or empowered?
Once we understand how you want your customers to feel, we can start putting forward the elements and messaging to reflect that.
At this point, we hope we've driven home the idea that branding is more than just your logo or colors.
Often when beloved companies receive public backlash, it's because their actions or decisions do not align with their messaging.
Branding should be part of your company's foundation. It should be used to help make decisions at all levels.
Liliana C, Branding Client