Branding

We cannot put enough stress on the importance of proper branding.

Branding isn’t just a logo. It’s your business’ whole persona – The voice that comes through in the body copy, what causes the business supports, the chosen colors that represent the business and how those colors are used, and many more things… It’s exactly the same way you are perceived as a human being. What traits do people know you for, personally? Do you have a great sense of humor? Are you super organized? Your business will come to be known for the things it does and conveys.

Consistency. That is the mantra for branding. Once your logo is established, a set of rules should be created showcasing approved versions of the logo, along with chosen Pantone colors, fonts, and any other specs that must be upheld to maintain brand integrity, like a mission statement.

We are inundated with advertising in this modern age. The average consumer needs to see a logo seven times before they remember it as a brand. Any time your logo is released into the public space that deviates from the original approved versions, you create brand confusion. The consumer must then see this new version seven times for it to become known to them. If you then revert back to the original, or a third variation, the consumer must start over again and remember this version. When you keep changing your logo, it’s equivalent to introducing yourself with a different name every time you meet someone. No one will ever know who you are.

Another facet to consider is the cleanliness of the logo. I believe in getting to the point. A busy logo isn’t always a good thing. You want to convey an instant message with your mark. We don’t want to make the consumer search for it, because they won’t. They’ll move on.

Discipline is the key to maintaining a stable brand. By following these foundational branding principals, you will create a stable environment for your customers that consists of trust, loyalty, and retention.

May your brand be clever and your Pantone colors be pure!