BRAND -
noun:
- "A type of product manufactures by a particular company under a particular name."
- "An identifying mark burned on livestock or (especially in former times) criminals or slaves with a branding iron." - Google definition.
Essentially, a brand is typically a form of identification and is used in contemporary times within the consumer market to help sell and gain customers. It could also be referred to as a trademark.
In the creative industry your brand should not only be reflective of yourself, but also:
- Your business personality
- Your style
- Your aesthetic
Another important attribute of a brand is a perceptive personality that will allow it to stand out within the market and gain consumers - it should also potentially evoke a sense of passion, reliability, approachability and charisma, too, in order to be successful. Nobody wants to flock to a bland brand with no outward character.
FIVE FACTORS THAT DEFINE A BRAND:
- THE BRAND PROMISE.
"At its core, a brand is a promise to consumers" - Consumers buy under the promise your brand product provides for them (especially regarding the values it stands for). - THE BRAND PERCEPTIONS.
"Brands are built by consumers, not companies. Ultimately, it's the way consumers perceive a brand that defines it." - THE BRAND EXPECTATIONS.
"Based on your brand promise, consumers develop expectations for your brand." - Consistency in both quality AND values is key in order to gain and keep your chosen audience. Failing to meet expectations set by consumers mean failure to sell and promote your brand, essentially effecting you in any future business. - THE BRAND PERSONA.
Every brand has a persona. Sometimes it can be an effective exercise to consider your brand as a person in order to get a better feel for it. What is their personality? (Links in with creating a sense of a personality for consumers to cling to). What is their appearance and personality? (How will consumers view them?). How do they interact? (What message are you giving out to your preferred audience?). All of these aspects should be channelled throughout your brand. - THE BRAND ELEMENTS.
"Your brand is represented by the intangible elements described above as well as elements such as your brand logo, messaging, packaging, and so on." - All of these individual aspects should work together respectively and be consistent for an effective brand which will not only gain the interest of consumers, but keep that interest too. You don't want fleeting audiences - you want an audience that will stick with your brand as it is clear, reliable and believable.
(Source)
The information above states the essential elements your brand should have and important things for you to consider. Once all of this has been mulled over to a certain degree the next step is to physically CREATE your brand. The substantial manifestation of a brand begins with three characteristics:
- A name for your business.
This should be relevant to the theme and values of your business and should reflect, as a whole, the idea behind it. - A logo.
A logo is essential in branding. It's your trademark and essentially how consumers will recognise your brand. - A consistent aesthetic.
As mentioned above, consistency is key. Consumers need reliability within a brand - and consistency is what provides it.
Integrating your brand into your creative pieces and business helps build a solid presence for consumers to depend upon and keep coming back to. This, again, relates to the idea of the brand promise. So long as a reliable consistency is maintained an unwavering amount of support will be gained by your brand's audience. This being said, however, merely making a brand doesn't gain you business. Working hard to create and sustain your brand and business vital in order for success.
Different ways to showcase and present your brand to the public are:
- Direct mail - This allows you to send mail to individually chosen people related to your target audience in the hopes they will show interest in what you have to offer.
- Website - Advertises yourself on one of the biggest social platforms available and allows potential clients to browse your brand and business, getting a feel for it themselves.
- Business cards - A creative business card which reflects your brand speaks volumes and can be distributed easily to consumers on the street.
- Blog - Much like the website, helps represent your brand and business for people to browse by their own means.
- Social media - Tumblr, Instagram, Facebook etc all have the potential to advertise yourself and give a sense of your brand personality. Gaining a following on these types of sites is a good way to get yourself around by word of mouth and effectively showcase your work in the mean time.
- Cold calls - Primarily best made to potential clients who have showed an interest in your work. Shows that you are able to communicate and receptive to clients.
- Your own portfolio - Showing your portfolio allows you to showcase your work and brand as a whole to any potential clients and makes it essentially easier to depict the aesthetic and consistency of your brand.
- Personal e-mails to clients - Much like cold calls this shows that you are open to communication and receptive to clients.
- E-mail signature - Effectively advertises your brand regardless of the contents of the e-mail, spreading it around with ease and creates an almost respective formality.
- Final image - print delivery - This allows potential consumers to have a 'taste test' of your work and brand and see, first hand, what it's all about.
Having a presence in the communities you want to be a part of is also an effective way to showcase yourself and show that you are willing to any potential clients. This also helps strengthen your brand personality as consumers can gain an idea of what your brand is about based around the communities you are in.
Graphic design brands:
SOURCES:
No comments:
Post a Comment