What is brand? More than just a logo.
A logo is for identification; your brand communicates to the rest of the world what your business is about.
Brand is the foundation of a business. It sets the tone for action and perception. The more professional and special a brand looks, the more trustworthy and special your business is perceived to be. If the customer places a high value on your service, they will feel confident about purchasing from you.
When should you invest in your brand?
When the business is ready for bigger and better things and making moves to advance to a new stage of business maturity. Whether you’re starting up, scaling up, pivoting, or navigating a merger; working on your brand signals a greater intention to improve your market position, overall performance and to be seen and heard by more people.
—
A tailored and strategic brand identity process will provide a long-term return on investment by helping you to:
Differentiate yourself from your competitors / Grow your audience with new clients / Show customers you’re special and care about quality / Build for longevity / Stay relevant and up-to-date / Communicate more effectively / Boost morale and enthusiasm internally / Attract better staff
If you believe your business is special—my job is to make your customers feel the same way.
Brand pillars
Purpose
Most people have a good grasp on this section of their brand. It’s the bit you turn up and do/sell each day.
When we get to strategy and Identity, the key is working out why you exist beyond getting paid. Understanding this will unlock the branding process.
The What
– Product(s)
– Practical services
– Guidance/health services
– Digital enterprise
– Club or community
– Non-profit activity
– Event
The Principles
– Values and goals
– Mission statement
– Why do you exist (beyond money)
Strategy
How are you positioned in the market? Where are your customers? Are you communicating effectively with them? Do enough or the right people know you exist? How easy is their path to purchase? What is and isn’t working for your business comms currently?
The Situation
– Market research
– Identify potential consumer groups
– Objectives/goals for long/short-term
– Audit any current activity
The Message
– Tagline/strapline/slogan
– Tone of voice
– USP (your unique selling point)
– CTA (call to action)
Identity
This is the entire experience and has everything to do with the senses, particularly sight, but also touch, smell, and audio. It’s about enticing people to purchase and then giving them a good enough experience to make them want to return, and endorse you to others.
The Visuals
– Logo (sub-brands if required)
– Colour palettes and fonts
– Imagery and graphics
– Mascots
– Grids and systems
– Brand guidelines
The Brand Experience
– Packaging
– Signage and office environments
– Merchandise
– Website and social media
– Stationery and key documents
– Podcast and video
Why milk?
A serious passion for crafting great brands.
Read more about milk
Let’s talk more about you
Tell me your current business issues/needs and future desires.
If beating around the bush is not for you, then use the button below to check out my live diary. We can jump on a video call or maybe in person if you live in Jersey.
If you prefer to be more methodical, then why not fill out the form so I can read more about you and what you’re up to at this stage.