More than Just a Logo: It’s About Building Your Brand

Now that you have a professional logo design for your business, it is time to build on it, and develop a comprehensive brand.

WHAT IS A BRAND?

A brand is a mix of both the visual and the intangible. When you think of the golden arches of McDonald’s, you immediately think fast food. When you think of Nike’s iconic swoosh you instantly think of sneakers. When you think of Google, you think of searching the Internet. Your brand should ultimately be the mental picture that forms when someone thinks of your business. Branding is not just about separating yourself from your competitors; it’s about getting prospective customers to see that your business is the only solution for their problem.

HOW DOES MY COMPANY ACHIEVE THIS?

Brand Promotion
Let the world know about your business professional image. It might be just a logo now, but remember this is the first experience a potential customer will have with your business, so get it noticed. Place your logo on a website, place it on a business card, and place it on a sale sheet. Do any and everything to start building visual recognition for your brand.

Brand Reputation
Think of your brand as your reputation. It should reflect you and your company. You wouldn’t want to show up to an important meeting in sweat pants, or in need of a shave. Although it sounds obvious, your brand must always look professional and industry appropriate. Your logo should not be used or associated with business without your permission, nor should it be used to endorse any activity you wouldn’t want to associate with your business.

Brand Consistency
Ensure that you are consistent with the visual aspects of your brand. Make sure your logo has a uniform and consistent layout. Different colors, and fonts and multiple versions of your logo will be confusing to your customers, vendors, and employees. Make sure your logo is uniform across all media and look the same whether on a website, brochure, or business card.

Build Better Brand Relationships
One goal of your brand is to build a relationship between you and your customer. Your brand should represent a piece of you and your business so that your customer identifies with you and your brand. This personal relationship may be just a superficial attachment, but ultimately it should build long lasting relationships.

 Most Importantly-Do What You Do Everyday
All the advertising, marketing, and professional design in the world won’t matter unless you consistently serve your customers day in and day out. Are you there for them? Do you answer their phone calls right away? Do you go above and beyond and provide an excellent product or service? Do you exceed their expectations?

The true heart of your brand is not just a professional design, but also your customers’ expectations of you and your business. Providing top-notch service or an outstanding product will ultimately be the true mark of a professional brand.

By Daniel Natale

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