When most businesses say we need a brand or we need to rebrand, the first thing that many think of is a logo. However, branding is much more of a logo – although this does come into it.
A brand is essentially what your business stands for: its promise to the audience. The brand of a business is the sum experience of every touch point your customer has with your company and its deliverables. It’s about creating the perception of what your business offers, how it looks, and how it interacts with the audience. The philosophy of a brand is the strategy behind every step your business takes from sales to marketing.
Your business needs a personality to convey the message set by your brand philosophy. This personality should be present in every interaction, from tweets to meetings. A brand’s personality is essentially creates an embodiment of your business. It will feature through tone of voice and visual portrayal.
The logo is often confused for being a brand. A logo, however, is the visual identification of your brand. Logos should be memorable, simple, and most importantly represent your business. It is an emblem and is attributive to your brand’s strategy and purpose. It is an integral part of any branding, without a doubt, but it is not your entire brand.
Colours and typography
Consistency is key in your communications. This is why your brand strategy should include core colours and typography. These elements play into the psychological perspective of your brand. It comes down to who you want to be and who you want to attract. There’s a science when it comes to the art of branding. What is appropriate, what is unique, and what is your business?
Understanding the perception of your brand balances with your business goals and allows you to make decisions that remain consistent with what you offer and who you are. It is a promise delivered, not a visual deliverable. For marketing, a brand comes before anything else it a brand will always dictate your future processes and decisions.
If you need to give direction to your branding, talk to Thump. We help businesses understand their purpose, through a brand message, that’ll become a timeless element of your core business. At Thump, we will unite your business including purpose, offering, visual identification, and personality, into one unique brand that successfully represents your business.