The concept of branding may be confusing and overwhelming for many people. A lot of definitions and explanations are found on the World Wide Web, so it’s not quite an easy idea to grasp.
Still, branding is essential — especially when you’re establishing a business.
So what is branding, exactly? And why is it important?
What’s a brand?
A brand serves as the image, the personality, the personal style of your business. It’s like how you present yourself — the clothes in your wardrobe, the filters you use on your Instagram feed, and even the way you talk to people. A brand works that way.
Let’s talk about one of the most famous brands around the world: Apple.
Electronics company Apple can be distinctly recognized for being sleek and sophisticated — and not just through their products. Their website, their social media, their software, and many other platforms reflect this kind of personality, too.
Now let’s go to something more local: Micab.
Taxi services company Micab gives off a friendly, localized vibe with its online platforms, especially in social media. Because their posts are more relatable to its target audience — us Filipinos — it feels more trustworthy as a brand.
Why must my business have a brand?
Now, why is it important for your business to have a brand?
A brand allows you to be more recognizable. When a brand is recognized by a lot of people, it becomes more familiar to them. And people tend to trust and to be comfortable with things that are familiar to them.
Notice how Apple and Micab became so successful? Part of that is how recognizable their respective brands are. People now can quickly associate their brand to their products and services, and so these become trustworthy and reliable to them.
All in all, a brand will help your business have a reputable image and stand out in the competitive market.
How do I apply branding to my business?
So, how does your business have a brand?
Start with your business website! To get started, have these following elements prepared.
Your brand name is what people would call your business — much like how people would call you using your own name. So make sure it’s as catchy and memorable as possible!
Your brand name can be associated with your product or service. Micab is one good example, as it’s a playful version of the taxi cab. However, your brand can be worlds away from what you have to offer. Look at Apple. Can you relate the piece of fruit to smartphones, laptops and watches? Not at all — that is, until the Apple brand was launched.
In the end, your brand name should be one that sticks.
To make it more memorable for your audience, use your brand name in as many of your platforms as possible: your domain name, your email addresses, your meta title, your website headers, and many more.
If your brand name serves as the textual identity of your business, your logo serves as the visual one.
Just like with brand names, people associate brands with their respective logos. Look at the logos of Apple and Micab. To add to that, think of the logos of Coca-Cola, Twitter, and Nike. So iconic, right? Just one glance at them and you already know to which businesses they belong.
Your logo doesn’t need to be too complicated — it just needs to reflect who you are as a business and as a brand. There are lots of businesses you can talk to about your business and they’ll make a logo designed just for you.
This is one of the most overlooked aspects when it comes to a brand.
A color palette is one part of what brings your visual brand together. It’s the only set of colors you can use in all your platforms — your product packaging, your website, your social media photos, and many more. When you use this set of colors consistently all throughout your platforms, it makes your brand more cohesive and put together.
No, it’s not as direct as choosing your favorite colors. Your color palette should, like your other brand elements, represent what your business is about.
For example, Twitter and Facebook uses various shades of blue, as it’s shown in studies that the color stimulates clear communication — and communication is what these social media apps are all about.
Meanwhile, fast food chains like Jollibee and McDonald’s use warm colors for their color palettes, as warm colors are proven to trigger one’s hunger.
Lastly, fonts are also one of the elements of a brand that gets overlooked.
You might think fonts only exist to add style to texts, but they also convey messages of their own. Some feel formal (familiar how people usually use Times New Roman in their letters?), some exude simplicity (like Apple’s Helvetica Neue), and some playfulness (hello, Comic Sans?).
Again, your choice of font (or font combination) should convey the same kind of message you want your brand to express.
Get your business an outstanding brand now!
Now that you’ve had your branding 101, it’s time to go apply it to your business. Contact us for for any questions you may have about your branding needs.