The importance of branding and identity can
never be overlooked in the development of any business.
Whichever multiple you choose, it is many times more
expensive to acquire new customers than it is to keep your
existing customers loyal.
It goes without saying that you must first
"deliver on the promise", meaning that whatever impressions
you give customers regarding your products or services,
written or implied, you must meet or exceed those
expectations. The ultimate value that you deliver to
your customers is paramount, and will forever be associated
with your company, and your brand.
The development of your brand, and in turn
your identity, is a process that must be well thought out.
As mentioned above, you must first deliver on your value
proposition. And your brand/identity must then be
consistent with that proposition. That said, the
branding process typically includes a number of key
elements:
-
Corporate/Product Name
- should be unique and memorable
-
Logo - should also
be unique and memorable, and ideal will subtly represent
some of the key thoughts or emotions that it should
evoke
-
Slogans/Tag Lines
- subtitles/catch phrases to be used with the logo/brand
to help expand its meaning and/or perception with the
target audience
-
Corporate Standards
- documentation of the usage of the logo, fonts,
associated imagery, etc. to be used in all presentation
of the brand to ensure consistency of presentation &
impression
This is obviously a very much abbreviated
list of the various elements of a branding initiative,
however it does represent the elements which cannot be
overlooked if one is to develop a positive and memorable
impression in the market.
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