4 minute read
Uncomplicate Branding: Stripping It Back To Basics
By Digital Bloom
Branding is often shrouded in layers of complexity, leaving many across the industry feeling overwhelmed and confused. The term has become a too-hot-to-trot buzzword, surrounded by “do this, but don’t so that” jargon, plus a tonne of conflicting advice.
But at its core, branding is simple: it’s about creating a unique identity that genuinely resonates with your audience. The over-complication comes from trying to turn it into a mystical art form, rather than focusing on the straightforward principles that drive it and make it effective.
In this article, we’re stripping branding back to its essence. You ready?
Let’s rewind to the origins of the term ‘brand.’ In the prehistoric age, more than 4,000 years ago.
The actual term, ‘brand’, comes from the Middle Ages. The Nordic word ‘brandr’ (meaning to burn) refers to the practice of branding livestock - a distinctive symbol is burnt into the animal’s skin to distinguish ownership of one person’s cattle from another’s in order to deter theft. In Australia today, we use ear tags for the same purpose: instant, visual recognition.
we know. Even if we don’t necessarily like or trust it, it’s familiar. Are there better, more aligned potentials out there? Of course, there always are. But familiar is known, and you know what to expect; unfamiliar is uncomfortable and seems risky.
Just as these branded symbols helped to identify livestock’s owner, a logo, slogan, tagline, colour, or some kind of visual mark allows us to identify a business, person, product or service.
The Industrial Revolution marked a significant shift in branding. With mass production and a growing marketplace, companies began to use logos, trademarks, and advertising to differentiate their products. Brands like Coca-Cola and Levi’s established their identities through consistent messaging and visual symbols, setting a precedent for modern branding.
Branding nowadays, I believe, is really just a system of communication that includes digital presence, customer experience and emotional connection. A brand is a symbol of trust that connects with a group of people who know and appreciate the consistent value it promises and seeks to deliver upon.
What fascinates me about this idea of a ‘communication ecosystem’ is that, in my experience, it often comes from businesses wanting to elevate themselves from just being a commodity. They tend to focus less on the people they need to connect with and more on establishing a unique identity in their chosen marketplace.
Effective branding really boils down to three core areas:
1. Identity. This is the visual and verbal representation of your brand, including your logo, colour palette, typography, voice, personality and overall design. A strong brand identity helps create a memorable impression and ensures consistency across all touchpoints.
2. Positioning. This defines how your brand is perceived in relation to competitors. Effective brand positioning involves identifying your unique selling propositions (USPs) and communicating them clearly to your target audience. It’s about carving out a distinct place in the market and making sure your audience understands what sets you apart.
3. Messaging. The tone, language and key messages used to communicate with your audience. Consistent messaging reinforces your brand’s values and promises, helping to build trust and loyalty. It’s crucial for maintaining a unified voice and ensuring that all communications align with your brand’s identity.
For a brand to be effective, the elements of identity, positioning and messaging must work together seamlessly. If the humans you are trying to reach can’t recognise and then connect with your business, self, product or service, you don’t have an effective communication ecosystem (aka. branding).
If there’s one thing we know about human behaviour, it’s that while we’re excited by possibilities, we tend to gravitate towards what
When it comes to your business’s communication ecosystem, if you’re not differentiated and don’t have an intimate understanding of how your target audience thinks, feels, sees, acts, and hears, they’ll choose another brand over yours. For them, trying your brand could feel like stepping into the unknown—scary and risky— even though your product or service might be far superior to the competition.
To truly make an impact with your branding, focus on clarity and consistency. Strip away the complexities and hone in on creating a brand that is not only recognisable but also genuinely resonates with your audience. By understanding and addressing their needs and perceptions, you’ll turn unfamiliarity into opportunity and establish a lasting, trusted presence in the marketplace.
Sarah Garner is the Founder and Creative Director at Digital Bloom, an industry-specific branding boutique dedicated to making your hair, beauty or wellness brand turn heads for all the right reasons.
