I always thought branding was getting a cool logo, that is until I met Brian Halley from www.right-think.com. Brian is a branding master and opened my eyes to all that a good brand can do and should do for you. When my company went through a rebrand with him, I learned that the logo design is actually one of the later steps in the branding process.
Building a brand that works: I had purchased logos before. The designers asked me to show them logos I liked and logos I didn’t. They would ask a little bit about who my client was, and what were my favorite colors. And then I would get back a mock-up or several different designs. I’d choose the one I like and boom: logo done.
Simple right? But the problem was, I had a logo. I didn’t have a cohesive brand. The logo should be a visual representation of your company message, personality, and style. It should be a calling card to the right type of clients.
Here’s three things a great brand should do for you.
Attract the right clients: In order to nail the logo, you’ve got to start with the client, brand message and brand personality. When you are really clear on those areas, you’ll be able to craft a visual that acts as a calling card. Have you ever seen a sign and immediately thought, “I want to go see what that’s about?” Or clicked on a link because something about the picture just captured your attention? Big companies are smart about their brands. They understand that their colors send certain messages. Their fonts portray different qualities like strength, whimsy, professionalism, or even a throw caution to the wind vibe. When was the last time you heard a client say, “I checked out your website and I know I want to work with you?” I get that one fairly regularly.
Repel the wrong clients: I had a salesperson once reach out to me in a bit of concern telling me that one of their leads had looked at our website and after seeing it said he didn’t think he was our ideal client. I had someone apply for our company once and after I offered the position she declined because she said she didn’t feel like she was in alignment with our company values and culture. She found those on our website. These types of experiences are not failures. They are wins. We spend time, energy and money attracting potential clients. And then we spend more time, more energy, and more money converting our leads into sales. What if we could save ourselves the time of trying to market and sell to the wrong people? You want people to get a feel from your marketing materials if you are right for them or not. That will save you a lot of time!
Create a cohesive message and experience: Your branding will show up in many places. It’s truly not just your logo. It is in the colors you use, the headers on your social media sites. Your signage. The copy you use on your website. Video and ads people see from you. Everything online should look on brand!
A few years ago, I had a logo. But I didn’t not have a style guide to create a set of standards and rules as to how our company would be represented online. There were no set colors or fonts. And as a result we went through an awkward phase that could rival any teenager following current fads. We experienced what is called Brand Fragmentation. That means that from one event to the next, our style and message looked different. Each individual marketing deliverable we created was good. But when put side by side with all the other graphics, they were just not cohesive.
I am not a branding expert! But I have experienced the power behind having a comprehensive brand strategy. Without it, it feels a lot like shooting in the dark and hoping you find your ideal client!