7 things that businesses need to know about branding

1. Your brand is not your logo.
Your brand goes far beyond the corporate symbol atop your letterhead. The logo is an integral and vital component of your business identity but your brand is much, much, more. Your brand is the enterprise in its entirety; the company, its products, its people, and its customers. It is also defined by the impact it has on society, the environment and culture. It is a constantly evolving perception, both internal and external, of what your business stands for.

2. Don’t be afraid of being unique.
The fear of being different can sometimes cause unnecessary distraction from the main goal of brand development — to stand apart from your competitors. You need to fully explore the possibility that your brand can create its own space within the market, to be a leader and not a follower.

3. You have a brand whether you like it or not.
It is impossible to not brand yourself. Everything that you and your business does when presenting itself to the market goes towards building the perception of your business in the minds of the consumer. You have a brand image simply by being in business and you need to make sure that it sends the right message to the right people.

4. Learn the art of being Not Lost.
For brands, the ultimate goal is to become Not Lost. A wine label needs to be Not Lost on the shelves of the bottle shop, a company needs to be Not Lost in search results for their services, a shop sign needs to be Not Lost amongst the other signage and advertising in its vicinity. In fact branding is *all* about becoming Not Lost in the market place. Your business needs a compass to show the way.

5. Your brand is your business.
If you’re in business, you’re in the business of brand communication. Everything you do, every message that you send, every person that you hire needs to reflect your brand’s ethos. The value of a brand is directly related to the investment made into it. How valuable is your brand?

6. Business loves brands.
Brands help us navigate the world we live in by accelerating our decisions. We no longer just purchase products or services, we buy into an idea, a promise of an experience that is offered by a brand. Whether that promise is excellence or affordability, each brand has its own niche offering to the market. Businesses, like people, love choosing brands that reflect their own values and ideals.

7. Visible brands make money.
We’re all in business to make money and a brand that speaks in the the right tone is a surefire way to increase your presence in the market. You don’t have to be a genius to work out that an increased presence translates to more customers, more revenue, and ultimately more profits. Good design is good business.

Nic Eldridge holds considerable experience relating to corporate identity and brand management.

sector7g.com.au

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