"Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”
Sir Richard Branson
Branding is so much more than just having a great logo and a business card made. Branding is so much more than having a graphic designer create a cohesive visual identity. Branding is how others perceive your business and all of it’s subsidiary products, services and communications.
Because of this, branding is full of substance. It starts by having a well defined brand strategy. A strategy that clearly defines mission, vision, and values. Defining these factors allows you to craft your brands voice. And all of this will help your brand develop its human persona.
When to start your brand?
Branding your business is an investment. When done correctly, it requires a business to spend time and money. Before you start, it’s important to make sure you’re branding for the right reasons.
- If you’re a new business or a startup – There’s no better time to design your brand. Building a solid foundation from the start that defines and aligns your brand with your values, mission and vision, is a head start against the competition.
- Name Change – It happens. Sometimes a business needs to change it’s name to better position itself in the market, to stand out or to distance themselves from similarly named brands. Your new name is going to need a new identity.
- Business Shift or Underperformance – If your current brand isn’t performing well and you’re looking to revitalize it, if you’ve merged with another company, if your business is entering a new market/sector or perhaps you just want to appeal to a new audience, you will benefit from a rebranding.
- Inconsistency – If you have inconsistent branding, confusing messaging, an outdated look (logo / identity package) or if you find your brand is not aligning with your values, mission or vision you should consider investing in a rebranding.
Invest in your brand
Keep in mind, branding isn’t just for large corporations. Businesses of all sizes benefit from having well defined brands. Branding is what differentiates you from your competitors. It is your business’s human persona and determines how your audience will perceive you. Your audience is what makes the biggest difference. They are your best marketing channel. Great design, clear positioning and powerful messaging will make it much easier to sell products and services, but people make the difference.
We wrote a guide to help startups, businesses, organizations and entrepreneurs define their brand. By outlining your values, mission and vision, you can see what your brand stands for and begin to define some elements of your position. You can use this guide to gauge whether or not you think it’s time to start building your brand or investing in a rebrand. You can get it be signing up below.