It’s hard not to recognize the importance of branding. But creating the perfect brand requires effort, strategy, and dedication. Brands are everywhere and the better ones we recognize instantly, whether on the websites we visit, the apps on our phones, and in television, radio, print media, and online advertisements. We’re so used to them now that they have become white noise in our everyday lives. But why do some businesses stand out and make us take a second look? How do they break through all the noise? And more importantly for you, how can you break through? It’s all down to branding.
Branding is about identity, not only visually, but also strategically. As Simon Sinek so brilliantly explained in a TED Talk presentation, you have to begin with WHY (watch here).
Until you’ve determined why a customer should buy into your story, it would be difficult to establish and design your brand identity. That is why so many small businesses default to random logos and creatives that are un -compelling.
We asked Incognito Worldwide CEO, Bruce T. Dugan, why some brands are memorable and others aren’t, and what makes that secret sauce.
Well, marketing, for all of its components, is really just telling a story. Andbanding is the tip of that spear. More than just a logo, branding is a strategy, your business’ identity that makes it identifiable and distinguishable from your competitors. It’s a design, a logo, a name, and an explanation that makes you easily identifiable. The total brand package is your story.Branding is about identity, not only visually, but also strategically.
Bruce T. Dugan, CEO at Inicia Incorporated, and Incognito Worldwide
In reference to the above, Simon Sinek brilliantly explained the Why concept in a TED Talk presentation (watch here).
When asked ‘what makes a great logo?’ the creative director at Incognito Worldwide said:
A great logo is one that is instantly recognizable and memorable. Liking it is not the objective, recognising and remembering it is.
Shalini V, creative director at Incognito Worldwide
But it goes beyond that, too. It’s how you interact with your customers, how your employees see your business and express that to your market, and how all of that speaks to your values. So to build a great brand you have to also define the culture of the company, its people, and its commitment to the customers.
Creating The Perfect Brand
Creating Your Brand
The first step in deciding on your brand is identifying your target audience. Once you figure out who you’re trying to reach, it will become easier to come up with a brand that speaks to them in a way that makes them sit up and take notice.
What’s In a Name?
Sort of everything. The name is vital, maybe more so than the logo itself. You’ll also want to ensure your business is immediately identifiable so that as soon as your potential customers see your name, they’ll know who you are and what to expect from you.
Think of brand equity, too, when creating your brand. Brand equity is a way of telling your customers that yours is the superior brand when compared to other, more generic brands. People associate your brand with quality, which means they’re more likely to pay more for your product because it’s perceived as being of superior quality. For inspiration take the time to review some famous brands and then see how what they did can apply to you and your brand.
Incognito Worldwide is a one-stop digital marketing agency that can — among other things — assist in the creation of a brand, from name ideation to domain registration, logo and icon development, to brochures, pitch decks, and investor sheets. Book a free consultation to discuss your project, or request a quote.
An Easily Identifiable Logo
Your logo is the visual representation of your brand. It’s the first thing your customers will see when they search for your company. It needs to be simple, consistent, and recognizable. It should also be flexible enough that it can be used on all your company’s platforms, like digital and print marketing, packaging, and products. It should also be versatile enough to go with all colors, shapes, and sizes. It is suggested that it translates well into black and white. and has an icon that people can identify with when you have limited space to display your company. An example would be the butterfly icon adopted by Microsoft.
Since your logo is so critical to your brand identification, it’s probably not something you want to try to create yourself. Professional designers are trained in how to create a logo that will both stand out and speak to your particular brand. They know how to use fonts, colors, and shapes that will make your logo stand out. You can request a quote here, but there are many options — including freelance networks such as Upwork, Fiverr, and others.
If you’re not ready to hire a graphic designer to create your logo, there are apps and software that can help you come up with your own. Many of them offer hundreds of design components and templates as well as icons and badges. And most will allow you to save your logo in different formats to be used online and in print. But just remember, you get what you pay for, and this is probably the most important investment you’ll make in your business.
Take Advantage of Social Media
Social Media has completely changed the face of marketing and advertising. It’s now possible to reach a global audience with marginal cost. Not only is it a great use of your advertising dollar, but social media is also a great way to create buzz for your company. By engaging with your current and potential customers in a more personal way, you’re creating brand awareness and loyalty. TIP: when you engage on social media, mix your content between informational, educational, entertainment, and promotional. However, note that social media requires a commitment to consistent time and energy if you want to see results. If you don’t have the time to manage it or learn best practices, you can hire a social media company to manage it on your behalf.
Another great way to use social media for free marketing is to create memes, and they too can span informational, educational, promotional, or humorous. Get create and develop things (videos too) that others will want to share, giving your meme the potential to go viral. Memes are the perfect vehicle to get your message out quickly, easily, and even better, for free.
It’s possible to create your own meme by using an online tool. After you’ve imagined something funny, clever, or thought-provoking to say, you’re ready to turn that into a meme. Just give your meme a header, then change the text, colors, and background until it’s exactly how you want it.
A well-known and recognized brand makes it more likely a customer will buy from you because they’ll be able to identify your products and services easily and will know what to expect from them. By identifying your target audience, knowing what you want to convey with your brand, and having an eye-catching logo and clever ways of finding people on social media, yours could be the brand that has all the buzz.
There are many branding and rebranding agency firms in the marketplace. So compare, evaluate, and choose the one that best fits your goals.
A multi-location, multi-language, award-winning digital agency focused on converting your vision into practical reality. "Our goal isn't money, that is merely the result of a job well done."- Bruce T. Dugan, CEO