For Bells and All’s first ever blog post I thought what better place to start than talking about the fundamental basics of what a brand is. Whether you’re a new business looking to start building your brand, planning to rebrand your current business or simply wish to reflect on whether your business’s brand is hitting the mark I hope this post might be helpful to you to understand what a brand is, it’s purpose and it’s POWER!
You probably expect me to tell you your brand starts with a beautifully designed logo, right? Well not quite, your logo is a key component to your brand identity, but standing alone it is not your brand – not by a long shot. In a way, your logo is the face of your business, while the brand is the personality of it. Branding your business should start with a mission statement of what your business wishes to achieve, your key values, your passions, the promises you make and keep, your tone of voice to customers and how you nurture customer relationships over time.
“Your brand is what other people say about you when you’re not in the room.”
- Jeff Bezos (founder and CEO of Amazon)
Your brand is how you present yourself to the world and thus how you are perceived. Think about the personality of your business, this should be the core of your brand. Develop your brand around your customers and speak their language. Identify if your language should be professional or more casual? Ensure you reflect this tone across all content of your brand. What emotions would you like to evoke from a customer when they encounter your brand for the first time? It could be comfort, safety, luxury, freedom, happy, giddy, encouraged, etc. The purpose of branding is identifying and consistently applying your business’s mission, personality and values.
Once you have defined your brand mission you can put a face to it with a visual brand identity. A successful visual brand identity gives your business the power to be noticed, recognised and to connect with your customers instantly!
At Bells and All before diving into logo designs we start with a conversation and a questionnaire to truly understand our client’s mission, how they wish to be perceived and build a brand strategy from this. Only when we fully understand this will we start getting creative and building your visual brand identity.