What is a brand?

For many people, hearing the word “brand” conjures up images of a logo or tagline – the golden arches of Mcdonalds, the symbol of “apple”, or Nike’s tagline of “just do it” for example.

However, a brand is much more than this – it represents a variety of perceptions and images as well as portraying the promise of what you are going to deliver or what your customer will experience.

A strong brand is therefore instrumental in helping your customers or supporters to identify with your organisation.

5 key elements of a brand

When working on branding projects, our team of experienced consultants, copywriters and designers work closely with our clients to get to know the vision, values, aims and objectives of the organisation involved.  It is by immersing ourselves in an organisation that we develop our understanding, build relationships and are able to deliver a brand that is so much more than a logo or tagline.  We develop brands which will appropriately convey your organisation and its associated messages to your target audiences.

The development of a brand includes consideration of  the following 5 key elements as highlighted in a blog by AYTM:

1. Brand promise – This is the promise that your organisation is making to its customers and/or supporters.  What will they definitely receive through working with you
2. Brand persona – Assigning your brand the characteristics of a person (from appearance to personality) can be helpful in brand development as it provides a way of describing the attributes that your customers/supporters are likely to evaluate and judge you on before using your services/ donating to your cause
3. Brand perception – Brands are built by the people who consume/interact with them, therefore it is important to consider the way that your target audiences perceive your organisation, or the way that  you would like your brand to be perceived
4. Brand expectations – This is linked to your Brand promise.  Do your customers/supporters have realistic expectations of what they will receive from you/your organisation?
5. Brand elements – All the elements of your brand must work together to communicate your brand promise and persona, ultimately ensuring that the messages of your brand are clearly and accurately conveyed to your target audiences and brand expectations are therefore met

Tips to develop your brand and get it noticed

A new brand is unlikely to be established overnight, so we will work with you to create a plan for launching your brand at the most appropriate time for the desired effect.  As time passes, recognition of your brand is likely to develop, due to a number of factors including the following (as noted by Persuasive Brands):

1. People interacting directly with your company and indirectly with representatives of your organisation
2. People recommending your brand or product to their family, friends, colleagues etc.
3. Appropriate placement of adverts which clearly contain the messages you’re wishing to convey
4. Receiving and sharing feedback about people’s experience of your product or service

We understand that getting your brand noticed is extremely important in ensuring that you are able to raise awareness and encourage consumers to use your service or product, or to donate to your cause.  We are therefore able to assist you with several practical steps (which may include some or all of the following) to assist with getting your brand noticed for the right reasons:

1. Logo design - Our creative designers will work to ensure that your brand is appropriately represented with a logo and associated straplines that make a great impression and get you noticed
2. Direct Mail campaigns – Sending traditional printed literature and personalised letters is still successful in this technological era for the right brand, particularly when it’s also combined with other media
3. Online campaigns – Personalised emails can be an extremely effective way to get your messages and brand in front of your target audience
4. Developing your website – Developing a professional, up to date and functional website is vital to communicate your brand, however it is important to make sure that your website is visible online by letting your contacts know the address and potentially carrying out some online advertising
5. Working with bloggers – By getting your product or service on a blog which is read by your target audience this is likely to increase awareness of your brand
6. Trade fairs and exhibitions – If you have a unique product that will create interest, or know that your target audience(s) are going to be well represented at a particular event or exhibition, these can be beneficial ways of raising awareness of your new brand
7. Social media – Messages can be quick to spread on social media and through social media advertising it is possible to get your brand in front of very specific audiences

If you are thinking of developing your existing brand, or creating a new one, please contact us to discuss all your branding requirements.  From design to print, mailing and everything in between, we’d be happy to help just contact us and talk to Phil.

References and Acknowledgements:

Persuasive Brands, AYTM, Marketing Donut, Stanta
Images courtesy of istock