There is much more to effective branding than a logo refresh. Although relatively simple redesigns can certainly make a significant difference, the impact a genuinely strong brand can make cannot be overstated.
What is a brand?
In business, reputation matters and your brand is the best tool you have got to establish the kind of image you want to present to your audience. As this Entrepreneur article explains, your branding will provide your audience with an inherent understanding of your sense of purpose and allow you to present yourself as a credible voice that will encourage people to listen to what you have to say.
Your brand will influence how your audience feel about your business and impact what they choose to say about you to their friends, family and wider social circles. It is essential that your audience can build a positive perception of your business because this will ultimately determine how willing they will be to both purchase from and remain loyal to you over the long term.
How do I build a strong brand?
Your first step should always be to clearly define your purpose. Without this you will find it difficult to establish a clear set of brand values, define your vision for the future and set out a considered strategy that will ensure both the short and long term success of your business.
You might find it beneficial to partner with a professional and experienced branding agency, such as the team at Really Helpful Marketing, who will work closely with your team to ensure that every aspect of your brand is carefully considered when important decisions are being made. In addition to helping you to articulate your brand narrative in a way that will resonate with your ideal audience, this process will also help you to define what makes your business stand out from your competitors and understand how you can leverage this to become a leading figure within your niche.
When you have worked through these aspects of the branding process you can move on to creating a strong and memorable visual identity. Your corporate colours, logo, imagery and design style should be keenly informed by your values, as this will help you to present a clear and easily understandable image of your brand that will stand out within even the most competitive of marketplaces.