In its simplest definition, “branding” is becoming the business that you want to become.
This means a business succeeds in creating a perception about its products or services through its message and the experience people have with that company. The goal is to build trust, loyalty and make a connection on an emotional level. Based on this brand experience, the customer wants to buy from the company again and again.
People want to be part of and spend their money on what they feel good about. When it is time to choose a restaurant, law firm, hospital, plumber, wrist-watch, or car, some element of a particular seller’s brand influences the buyer’s decision. Brand loyalty is the result of successful branding.
Now more than ever small businesses need successful branding too. Based on a set of objectives (or brand strategy) a company’s brand message is created. Remember, company’s brand is earned. It is the collection of many experiences and associations can take years to establish.
A company’s brand identity (logo), however, is created. It is the first visual impression, the tip of the spear, the look that people see. It creates the critical first impression. A vital step toward establishing your brand is first giving your business a professional brand identity. Properly and consistently implemented, the logo is the common thread, or anchor, that unifies all of a company’s visual communications.
The identity is the face of a business. As stated, visual branding is when a company’s identity aligns with its brand objectives. Professional visual branding is the successful alignment of a company’s brand objectives with its desired graphic personality.
Brand Objective + Identity = Visual Brand
In this context, when I refer to a logo or a corporate or brand identity, I am referring to the visual brand of a business. A short-sighted approach is to get a logo fast & cheap. A long-term solution is a thoroughly researched and carefully designed name, symbol or wordmark and sub-line that reflects and directs the brand objectives of a business.
Especially for smaller businesses, when done properly, a successful visual brand provides a remarkable advantage in the marketplace.