Branding is so much more than just a logo.
What is branding? Branding seems to have many meanings, but at Paradigm we focus on a results oriented approach to defining it. We approach branding as the development of a broad concept not a formula.
Definition of Branding:
The process of communicating the value and purpose of your company, product, or organization to the world.
It's not just a logo.
Branding is so much more than logo design. The "practical" definition points to underlying concerns such as; first impressions, your reputation within your industry, how your customers perceive you, the percieved quality of your product or service, etc. When your product or service is not represented in a way that creates a clear and professional first impression, you have probably lost a potential customer for life. It is much more difficult and expensive to change a customer's mind than to do it right the first time. You could have the best product or service in the world, but if you fail to present a convincing case to the right potential customers they will never know what they are missing.
Your brand has to stand out.
The challenge of branding is to not only communicate the value of your product to your market, but to do it beter than your competitors. The Holy Grail of branding is to have your brand name become synonymous with its category. Some potent examples are Q-Tips?, BAND-AIDs?, Pampers?, and Kleenex? to name a few. In common usage, these names have replaced the category itself. When was the last time you heard a child cry for an "adhesive bandage" after skinning their knee? Or using a "cotton swab" to clean your ears?
Branding requires vision.
In any serious discussion of branding the vocabulary will be peppered with subjective terms such as; perception, impression, preference, appeal, believability, relevance, etc. The subjective nature of branding means that it is not mathematical precision but artful insight that is the foundation for success. Of course maket demographics and statistical models are invaluable, but they are merely tools that have to be guided by a clear vision. A more inclusive understanding of branding is based on answering some primary questions;
- What truly distinguishes my organization or product
- How do others perceive my organization or product
- Who is my target market.
What's your brand strategy?
Once these questions are answered, the next step is to address them with a clear brand strategy. The specific direction that a brand strategy takes should then come together to answer the question...what will make them choose my product or service?
Whether you represent your brand with a dancing clown or a starched icon of authority, the fact remains that you have to
appeal to those whose needs best match your product or service. A clear brand strategy saves time and money. That is where we come in.