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Date Published: 14th September 2015

The secret to branding

Developing a brand is so much more than the colours in your logo; it’s the story of your brand, the whole picture.

The tangible elements such as colours, typeface and physical/online marketing materials may be the first thing that comes to mind when you think of a brand, but in fact these factors only make up a minimal percentage of the overall branding. With so many companies and products having such strong reputable brands, it is a lot more difficult for agencies to create honest brands that customers will buy into.

Brand positioning is crucial, are your products affordable? Are they luxury with an aspirational price tag? Knowing where your brand fits into the market allows you to present yourself accordingly, knowing your competitors and and who your primary target audience is.

Customers want transparency, it is important for a brand to stay true to its roots, and know it’s ideal primary target audience so that the language can be specifically tailored to them. A successful brand evokes certain feelings to the customer, for example Coca-Cola which brings nostalgia to many – the carbonated soft drink has been around since 1886 and is still as successful as ever.

The market leaders create marketing campaigns which tell a story, these stories then become part of the brand and their narrative.

A big part a brand is a company’s values and what they stand for, including social responsibility, main aims and levels of customer satisfaction that they aspire to achieve. It is crucial that customers believe the brand and what they are saying, and want to support their ideals. If a customer likes a brand for what they stand for, they are likely to become loyal, giving the brand repeat custom. The main aim for the company is to reassure their customer, building up credibility through consistency and providing a positive experience. This could be through e-shots, the mannerisms of shop assistants, posts on social media and any physical media. Any interaction that a customer has with your brand should be pleasant and memorable for the right reasons; every point of contact with your customers should be in your specific tone of voice.

All of these factors make up a brand’s assets, an established brand with a loyal following is extremely valuable. Moreover, an established brand reaps the benefits of its years of effort; recruiting will become a lot easier as future employees will want to work for you, due to your reputation and values. An example of this is working for Virgin Atlantic as an airhostess, Virgin Atlantic have become well known for looking after their staff. Sir Richard Branson has ensured that his brand is sought after, and has built a strong identity that everyone wants to be part of.

Overall, it is crucial to have a strong brand identity that is memorable and consistent, this should be at the forefront of all communications and decisions that the business makes.





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