Be a brand not just a logo

Posted on by Daniel Graham of OnBrand

New clients often tell us that they already have a brand, but actually what they have is a logo.

There has been a lot of talk about branding in the business community and how this impacts small businesses, so here at OnBrand we want to remind you why it is so important for your business.

Let’s start with the basics. A logo is not a brand!

Branding helps to differentiate you from the competition and seeks to create trust and loyalty. Brands that we trust drives sales. This is a proven strategy and all big brands out there are striving to gain this trust from customers. It’s all about creating an emotional connection with which in turns make people feel warm and fuzzy about your business and what you are selling.

Secondly, without a clear brand, there is no marketing. Marketing gives you the tools to deliver the message of your brand, but if you don’t know what your brand is then often your advertising will miss your target audience.

And it’s not just marketing, branding is important because it increases business value, gives employees direction and motivation, and makes acquiring new customers easier – and we all know that last one is the biggie!

It’s worth looking at how some of the big businesses are doing it.

Look at Aldi. It’s like the new, much better version of Morrison’s but the products are almost identical to the real deal. Their business model and ability to reduce prices, the way they have created their brand values, tone of voice and therefore their marketing is what has cut through.

Their core beliefs are around: simplicity, reliability and responsibility. Their logo is a beautiful reflection of this but the values come directly from the business.

People are buying into the brand and vision of Aldi, not just the fact the products are cheaper and just as good quality,

What about how Nike created “Just do it “

Do you think Nike just did it?  No, absolutely not.  They spent years developing a brand personality for the business, identifying their audience and creating a unique point of view. As the brand has evolved, Nike associates its products with star athletes; hoping customers will transfer their emotional attachment from the athlete to the product. It’s not actually the trainers that sell; people are buying into a brand.

So now we’re all agreed that brand is everything how do you go about working out what your business brand is? Think about the below and see where you land up. It’s a starter for 10 and will get you thinking about whether you are a brand or simply a great logo.

Who is your ideal customer?
If you are an existing brand, what do your customers and prospects already think of you?
What is your company’s mission?
What makes your brand unique?
What is the personality of your brand/what words describe your brand?
What are the greatest benefits of your products or services?

OnBrand are a full service marketing agency helping businesses develop their brand, find new customers and communicate effectively

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