My favourite way to describe branding:
Branding = Strategy + Magic
It’s how your customers feel when they interact with your business. It’s how you build trust with your audience. It’s how you set yourself apart from your competition and – in an increasingly competitive market – assure your customer that you are the choice for them, and deserve their hard earned cash.
I won’t discount the importance of a logo – it is often what people associate with you and is the face of your business. For the average consumer, that’s really all they need to think about.
But as a business owner, you need to understand the magic beyond the logo, and use it to take your business to where you want it to be.
Consider this: Do you think Nike would have built an empire on that wee swoosh alone? Apple on half eaten fruit?
Every interaction you have with them has been carefully considered and determined how you perceive their business – that is their brand.
Take some time to consider what your customers see and how they feel when they interact with your business: the colours you choose, the business card you hand over with confidence, your social media feed, advertising copy, website, typography and use of space, photos, product packaging – even a simple email, or the friendly face behind the till – all of these little pieces and how they fit together determine your brand.
Are you crafting an irresistible experience every step of the way?