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6 Things to Consider When Branding

One of my passions is to help companies with their branding and or corporate identity systems. So, I wrote this article to provide something to think about through the branding process.

Create A Name

• Creating a name for a company or product can be a challenging endeavor. It is the cornerstone that all else is built upon. Once it is established everything else will have to be aligned accordingly.
• This is why it is important to plan, but not over-think, the process.
• A name needs to stand-out, but not be so obscure that customers are confused.
• It would be a mistake to refuse changing a name when it is wrong. Adjustment and change is a part of business. Don’t cling to something that does not work.

Brainstorm

• During this stage, it is important to brainstorm ideas you have about your company or product.
• Goals and future plans should be explored, as well.
• Be careful not to reject ideas too quickly. No matter how outrageous they might seem, that single idea could completely set you apart in a positive way.
• It  is important to get everything out in this stage. By doing so, you will begin to outline the philosophy and terms of your company/product.

Analyze

• It is extremely important to take a detailed look at your company or product and identify its qualities.
• Consider the following:
  1. Does your it present significance and encourage a specific market?
  2. Is it validated through unique and appropriate products?
  3. Is there sustainability in the products or services offered?
  4. What are the overall strengths and weakness?
• Be completely honest, because inflation of any of these topics result in failure.

Brand Positioning

• Brand positioning is the process of creating a company, product, and or service based on planning and analysis.
• The result should be presented in such a way that it inhabits a unique place in the customer’s mind.
• The message should also separates you from your competitors.
• Here are a few questions to conceder:
  1. Is the positioning unique to your competitors?
  2. Is the message appropriate to a wide range of markets?
  3. Will the positioning aid in achieving financial goals?
  4. Does it have the potential to elevate your company?
  5. Is the product or service a clear validation of originality?

Identity

• Now is the time to come up with a brief description (one to two paragraphs) that embodies who and what your company, product, or service is.
• Be sure to include any distinctive deliveries your company may have.
• This information will be public knowledge so it should have personality but be concise.
• When a companies/products identity works well with it’s brand positioning an emotional bond is established with costumers.

Logo Design

• With the clear foundation set, your company will want a visual representation of everything established in previous steps (i.e. a logo).
• In order for a logo to be useful it needs to have purpose. This is one reason why templatized logos are a poor choice when deciding on a logo.
• Creating a logo based solely on a name lacks substance. There needs to be meaning and strategy that makes an effective impact.
• With a well developed logo you will establish a solid understanding of your company/product, build recognition, and provide an emotional impression that lasts.

Comments and thoughts are welcome, as always.

At your service,

JM