2 minute read
Don't Create A Logo, Build A Unique Brand Experience
So you have a business and you have a logo for that business… but do you have a brand?
"Whadda you mean, ‘Do I have a brand?' I have a logo … and a website… therefore, I have a brand."
Fundamentally a logo does not make a brand. To create a brand you need more than just a logo…
But why would you care about branding? A few really good reasons, especially if business success is what you are after.
A strong brand can help you generate awareness and with awareness comes an audience and when that audience gets to know you and what you stand for, they start buying from you, which equals greater market share, greater profits and greater success. So, how do you go about building a successful brand? While it does require some work, it is not as hard as you might think.
First (and most importantly) you need to understand your audience, define who they are?
What problems do they have? And where can you reach them? The more you know about them will help you understand and connect with them on an emotional level.
Then, define who you are as a brand. What you stand for - Your Brand Promise - the unique and specific way you solve your customers' problems.
While they (logos) can make people aware of your brand and help with discovery and recognition, they can't tell your customers who you are, or what you care about unless you build meaning into them.
— JON HOLLAMBY
Mark Hansel
What makes you different - Brand Positioning - how you consistently show up and stand out amongst the competition.
How do you connect to your audience Brand Voice – the language, visual imagery and the overall tone in which you interact with your audience. These form the bridge of communication between you and your audience, it's where the magic happens, it is what make's people love your brand over the competitors.
So don't create a logo, build a unique brand experience, because if your ideal clients are aware of you, know what you offer and what you stand for, and present that consistently… they are more likely to buy from you.
Mark Hansel Granddog – Design & Branding
0421 651 218 mark@granddog.com.au www.granddog.com.au
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