A brand is more than a logo, it is the identity of a business, its products and a powerful communication. The quality of a brand can determine a business’s fortunes and its value. A brand has the power to change how people perceive your business, executed well it can drive new business and increase value, executed poorly and it can turn away customers, damage reputation and value.
A brand identity is a statement of who you are and what you can do for someone. When you find a way to sum up your company’s entire promise of what it will be like to work with you and what’s in it for them into a few short emotional words, you’ve found your brand. Brand design takes those words and communicates them visually, through a logo, a colour palette, product design and print and digital media.
Small businesses are often sceptical of the value of strategic branding. But global household names like Apple, Nike and Dyson show both the power and value of branding. However, there are countless other examples of businesses who don’t just sell a product or service, but sell experiences, communities, emotional connections, relationships. Ultimately, they add value to our lives by using every aspect of their brand to support this.