Why Branding?

There are many business owners out there who haven't caught on to the branding phenomenon. Some believe that graphic design is simply reduced to colors and fonts arranged in an organized fashion. They're not meant to communicate or generate a feeling. Instead, those fonts and colors just look pretty.

It is this lack of understanding that, unfortunately, keeps some businesses from attracting new customers. While having a smartly designed logo and website is sure to help your business promotion, it's only a small piece of the puzzle. Designs shouldn't just look like they belong to your company, they should feel like your company. A company newsletter shouldn't just match the corporate identity system, it should feel like the company itself. There's a major difference here. This feeling or vibe that your business design is sending out creates an impact. Branding is the impression that the audience receives.

It may sound far-fetched - the idea of concerning oneself with the emotional reaction their materials are causing. But if a customer is put-off or feels uncomfortable with your company's design materials, they're likely to find another company to go with.

So how does one go about branding? Where do you start?
1. Think about it. What are your company's core values? How do you want the public to view you? Do you want to be a bold leader or a comfortable service provider? The image you want your business to portray starts with a little homework.

2. Make your materials. So you want to be the bold, well-designed, trendy leader in your profession. Good for you. It would only make sense that your materials reflect such. You shouldn't have a logo that plays it safe and looks like everyone else's in your industry. Have a professional help you to design the logo that reflects the goals of your company. Carry this approach through everything your customer is going to see - business cards, brochures, signage, etc. Be as consistent as possible with your new look.

3. Research your market. You're the trendiest coffee shop in town and you have the design materials and logo to prove it. Don't place yourself in the middle of the most conservative neighborhood and expect folks to wander in. You must know who your audience is and where to find them. Only then can you advertise to the right people.

For example, I once received an opportunity to advertise in a graphic design magazine. Why would I do that? The readers of the magazine are graphic and website designers. They're not going to buy my services, they provide those services themselves. I need to market myself to the appropriate buyers.

I have another example. A sales woman from a movie theater once called me and asked if I'd like to advertise on their movie screens before the show starts. I said no, this wasn't the audience I was going to advertise to. She got very defensive and said she didn't understand my logic. I explained that I help business owners promote their products and services. Those people are not going to be looking for a graphic or website designer while at the movies.

4. Start marketing. Now that you know what your company's image should be and you've designed the materials to help you promote that concept, market it. By networking, blogging and advertising, you'll be placing your brand in front of people over and over. Remember - know your audience. If you're a trendy coffee shop, advertise to college students or young folks. Take your advertising to a cool and trendy metropolitan neighborhood. It's all about making matches - finding the matching audience to your business.

By figuring out "who" your business should be and how it should be viewed aesthetically and emotionally, you're saving yourself a lot of advertising dollars. Money and time is wasted when trying to market to a crowd that won't care to notice you. By branding yourself and reinforcing it to the right people, marketing success is sure to be on the rise.