Brand & Brand identity
What is Brand/brand identity/
Think about your logo, your name , the colours and fonts, and your values, that is your brand/brand identity. It is a group of characteristics that visually & appropriately represents your business. It’s very similar to a person’s identity – What makes them who they are.
It took me many years of changing my logos and brand colours. I was never completely happy with each one. As time went on I wasn’t getting the work so, I switched and change things again. This in some ways was a bad decision-how are you people get to know you and your brand if it keeps changing?
Colour theory/ representation
Black – glamour, security, sophistication and wealth.
Yellow– sunlight, creativity, friendliness, confidence and wealth.
Pink – femininity, sympathy, health and love.
Orange – warmth, happiness, flamboyant and fun.
White – purity, light, hope and simplicity.
You need to make sure your brand is instantly recognisable. Think about famous brands. They have an image that you don’t even need to view properly or read the text as it’s just so recognisable. If those brands kept changing their logos it would send such a confusing message to their customers, that it they wouldn’t know what they represent.
It is a good idea that your logos and themes are used consistently throughout your social media platforms, business cards, letterheads, websites, emails and any other correspondence you send out. Your tone of voice should also be consistent throughout so that the same impression of your businesses is given.
The aim is to have something that is unique, that stands out above all your competitors-giving you an advantage and the ability to gain and retain clients and customers. To have an effective brand you must understand what clients you want to attract and identify what will influence your potential customers to use your service. What motivates them? What would they like about your brand? Why do they prefer your brand over another? Think about what you promised to deliver in terms of product/ service to them. Every single interaction should be in par with your branding/ business persona. Show you know them, they are not just another business! They need to trust you!
By using consistent marketing and messages then you will get consistent sales.
When the customers trust you it makes it easier for you to roll out new products, and they will be keen to be first in line to get the new product because they trust your brand.