In the layman’s lingo, designing a ‘brand’ is used interchangeably with designing a logo. It can’t be more further from the truth.
A logo is just one of the aspects of branding and ideally it should come after a few sessions that you have with your brand designer in regards to who you are, what your business is, what it stands for, to determine that edge or POD [point of difference] is in the market.
The relationship of the business owner with the designer from there on is that of mutual trust and understanding, resulting in a long-term relationship and a happy marriage. The best example here and one of my all-time favourites is that of graphic designer Paul Rand and IBM’s chairman and chief executive officer Thomas Watson in the 1950’s. Their partnership gave us one of the best brand design the design world has seen and the idea of harmony between business and design.
Watson was the one who said,
‘good design is good business’
….and that brings me to the question of why to this day businesses don’t realize the value of ‘good’ solid design, especially when it come s to small businesses, who need it more than anyone else. Why is design seen as a mere expenditure and not the investment that it is?
Businesses feel that if they have a ‘logo’ that looks nice enough, that’s basically all they need, when a strong brand is so much more. The process is a systematic approach used to create, communicate and strengthen a brand. It consists of a number of sequential steps. The graphic chart here can hopefully elucidate that better than words.
Branding should start with developing a strategy and building on from that point. It should be about building trust with your consumers and improve recognition. It should set you apart from your competition by defining and giving you that needed advantage. Above all, your brand design should add value to your business.
So, before you move forward with the more tactical steps in your branding strategy [like designing your logo], you need to take the time to get really clear on who you are as a company—or, in other words, your brand identity. If your small business brand can connect with your audience on an emotional and/or personal level, you can sit back and let your consumer come to you!
TRIVIA:
Where did the word brand come from?
The term ‘brand’ in the 1500’s was used to refer to the mark that cattle ranchers ‘branded’ on their cattle to show ownership. Individual ranches would each have their own unique mark so ownership could be determined if their animals were lost, stolen, or mixed in with animals from another ranch. The brand had to be simple, unique, and easy to identify quickly – essential traits that are still common to modern logos.
I love to design brands, craft logos and identities backed by strategy! To get in touch for a preliminary 30-minute free session to discuss your business needs, click on the below tab
