When many of us think of the phrase branding, we imagine dusty cowboys pulling a cow from the herd, holding it down, and burning its flank with a unique symbol, a permanent reminder of who it belongs to. In today’s world, where the closest most of us get to a cow is at a petting zoo or covered in steak sauce, it’s surprising how relevant this archaic image still is.
Except this time, you and your business are the glowing iron. And if it’s done right, your brand sears itself into the memory of your clients.
Image
Your image is probably the easiest part of branding to understand. It includes your color scheme, fonts, logo, packaging, the interior of your space, uniforms, anything visual. You know you’ve nailed your image when a single symbol or color is enough to remind someone of your brand.
Take McDonald’s, for example. Even the world’s snobbiest health enthusiasts could instantly recognize those golden arches.
Because of this recognition power, it’s vital to be selective about your visuals. Don’t just choose the first thing you see, really think about it. Make sure your choices communicate the right message about your company. Keep in mind, your image is often the first thing your clients notice.
Experience
Saying you provide excellent customer service is about as useful as saying you give out free wet wipes at a hot wings joint. We’ve all heard it, and it’s downright boring.
Instead, focus on the unique experience your company, and your people, create for every client.
Take the coffee behemoth Starbucks. When you walk in, you expect jazz playing softly, a comfortable place to plug in your laptop, and a congenial barista who prepares your high-octane beverage exactly the way you want it. That’s Starbucks’ established experience.
Just as we love catchy lyrics and a consistent chorus in a mind-numbing pop song, people crave consistency in their experiences. This is why experience is such an essential part of your brand.
Values
Overall, both your image and your experience should clearly reflect your values. What would your company look like if it had to get out of bed in the morning? Would it pop up at the crack of dawn and go for a run, even if it’s raining? Or does it like to sleep in late but always knows where the cool kids are hanging out?
No matter who you are, what you do, or how you do it, your branding should reflect exactly who you are. Sometimes, that clarity comes through restraint rather than volume. Do you have the creativity of a Q-tip and need help discovering your unique brand or packaging? We’ll work our pants off to help you get it right. Please contact us.
