Here in the 21st century, you can't get away from branding.
Brands are everywhere. Sports events, clubs, food outlets, shopping centres, TV stations and shows, video games and computers, movies and entertainment sites, music, drinking and gambling venues... the list is endless.
All of these distractions are in fact brands, and they compete for the attention of the people we want to reach.
You could be excused for thinking that a brand is just a logo. However, it's much more than that. A brand is everything that people associate with a name and logo; everything they see, hear, read, feel and touch; their complete experience of that name. This applies to consumer products (like cars, toothpaste or clothing), pop stars, political parties and even religions and churches. No business or organisation that hopes to wins the hearts and minds of their target market or audience can afford to ignore this simple fact. If you have a name and a logo, you have a brand.
From a commercial point of view, positive brand experiences lead to more sales. From an organisational point of view, positive brand experiences lead to organisational growth. The reverse is also true. The simple fact is that unless organisations view themselves as a brand and work at creating a complete brand experience for the people they're trying to talk to, they may never hope to achieve growth and sustainability.
So how is a strong brand created?
From the outside in, rather than the other way around. By being clear about the goals for growth, understanding the needs and wants of the target market, meeting those needs, communicating them effectively, and delivering it consistently.
Let's break that down a bit.
So that's branding in a nutshell. If you think your brand could do with a bit of a workout, let's have a chat.
I'm Anita: strategist, designer, art director and copywriter, with over 25 years industry experience and a passion for brand development... more