Branding – creating the impression
Have you heard of the phrase “you do not get a second chance to make a first impression”? This is true in terms of your personal appearance and also for the appearance of your business. Branding is not a 9 to 5 job. It works for you when you are present and when you are also not there e.g. your website or a direct mail piece dropping through the letterbox.
Branding – the background
Branding is the process of creating an identity for the product or service you are offering. Branding aims to make you distinctive and to make you recognisable. Before you can start branding, you need to be aware of what message you want to say to your audience. This message comprises of your image, your tagline and your main messaging and copy. So, where do you start with branding? Using a marketing professional and a graphic designer will give you the ideal start. Work with them to brainstorm some ideas, such as:
– Size of image
– Do you want it static or moving
– Do you want a tagline e.g. a summary of the service or product. For example, Heinz baked beans has a tagline
– Tone of voice
– Impression to create e.g. serious, funny, emotive etc
Once you have your brand created, you need to ensure that the brand, colours, fonts, messages etc is continued and used on all marketing material. To ensure that you have a set of style guidelines in place will help you to maintain continuity.
The guidelines will also act as a checklist to ensure you don’t forget important marketing tactics. You can also give these guidelines to printers and graphic designers who you work with going forward.