Do you run a business and you break out into a cold sweat every time that the word ‘branding’ is mentioned?
If so, you’re probably asking yourself:
- What does branding really mean?
- How much will branding cost me?
- Will branding pay me back?
By now, you’re probably thinking, “I should really know about this stuff, but I don’t know where to begin…or who to ask for advice?”
Let’s begin with the first point – “What does branding really mean?” – and demystify the jargon behind it.
Branding jargon explained
This is how your clients and prospects see your business; in effect, it is your reputation in the marketplace.
Branding or brand identity
The visual and verbal ways by which your brand shows itself to your clients and prospects.
Visual refers to qualities such as your logo, how your website looks, how you or your colleagues or staff present themselves…etc.
Verbal refers to your communication, whether in spoken form (in your meetings, in your voicemails) or in written form (emails, your website’s written content, newsletters, stationery).
Tone of voice or verbal identity
This is how you ‘come across’ in your written content. You want to reflect the personality of your business in a way that is interesting, informative and speaks to your best clients.
The value of branding
When prospects are exposed to your well-designed and considered branding on a regular basis, it will remind them of your product or service in a positive way. Good design and written content is therefore good business – this is the added value that branding brings.
Choosing the name for your company, product or service. A good name will improve how you are perceived.
A good graphic designer will consider all these branding elements when working with you…and won’t try to blind you with science.
Rather than building a design from the bottom-up, it is often easier to start from the top-down; think about what your best clients appreciate about your company and use the appropriate design and written content to appeal to other similar businesses.