The Importance of Branding
I can’t tell you how many times I have spread out a company’s literature in front of me, checked out the website and social networking sites and felt sure that I was looking at a number of different businesses. It is essential to create a strong brand, an identity that flows through every aspect of your work. This applies not just to the basics such as your website and brochures, but also to your newspaper ads, your blog, your leaflets, banners, letter-headers, invoices…. absolutely everything that contains your company information.
Check out successful competition. What does their logo look like, what colours are they using, how does their information connect in regards to identity. Keep it simple, keep it strong and keep it consistent! Get it right before you get the information out and call in help from outside parties if you are unsure.
I cannot stress hard enough how essential it is to have a strong and weatherproof brand that will stand the test of time and be instantly recognisable to clients. Don’t forget, it can often take a few reminders before someone makes that all-important contact with you. If you don’t have a strong brand, people will not be able to clearly identity that the information they receive via a brochure, then an e-shot, then on an advertisement will be from the same company.
Simple as it sounds, so many people fall short in regards to this area. Virgin, Channel 4, the BBC, Orange… all examples of strong branding. You might not have Channel 4’s budget but you can without doubt create a brand to be proud of.