Branding… is there a more convoluted word?
The term brand, or branding, is thrown around a lot, and is often wrapped up in tons of jargon, terminology and ‘design speak’ that can confuse and alienate.
I’ve come across many people, and businesses, who see branding as pie-in-the-sky stuff, because they’ve seen or heard so many definitions. Then there are words like feel, emotional connection, value proposition, personality etc. These are all apt words related to brand, but with so much dialogue it can be difficult to decipher the true benefits of what an effective brand can mean for a business.
Simply, the essence of branding can be lost in a sea of words.
From my perspective, brand can be summed up in one word… PERCEPTION!. All caps. Exclamation mark. Done and dusted.
Human beings form perceptions about everything in life… generally within seconds of being exposed or introduced to something, or someone.
A business has a very small window of opportunity to make a positive impression after initial contact. Thats because mental notes are being made on the engagement and whether set expectations are being met. Perception can either be good or bad. If it’s bad, it’s hard to recover and swing it around to form a positive perspective.
It’s similar to the analogy related to trust - ‘it takes a lot of time to gain, but only seconds to lose’. If people have a bad experience with a business, then that will stay with them, and ultimately they’ll start to consider other options.
Branding encapsulates all the elements that make sure you align to, and meet, the expectations of your target audience - professionalism, strong and consistent market presence, relevant on point messaging, culture and process.
Brand matters. Treat it with the respect it deserves. Reputation and perception in market will count on it.
+++++++++++++
Building Identities for Business.
#brandmatters
#graphicdesign
#brandidentity
#digitalpresence
#marketingcomms
The term brand, or branding, is thrown around a lot, and is often wrapped up in tons of jargon, terminology and ‘design speak’ that can confuse and alienate.
I’ve come across many people, and businesses, who see branding as pie-in-the-sky stuff, because they’ve seen or heard so many definitions. Then there are words like feel, emotional connection, value proposition, personality etc. These are all apt words related to brand, but with so much dialogue it can be difficult to decipher the true benefits of what an effective brand can mean for a business.
Simply, the essence of branding can be lost in a sea of words.
From my perspective, brand can be summed up in one word… PERCEPTION!. All caps. Exclamation mark. Done and dusted.
Human beings form perceptions about everything in life… generally within seconds of being exposed or introduced to something, or someone.
A business has a very small window of opportunity to make a positive impression after initial contact. Thats because mental notes are being made on the engagement and whether set expectations are being met. Perception can either be good or bad. If it’s bad, it’s hard to recover and swing it around to form a positive perspective.
It’s similar to the analogy related to trust - ‘it takes a lot of time to gain, but only seconds to lose’. If people have a bad experience with a business, then that will stay with them, and ultimately they’ll start to consider other options.
Branding encapsulates all the elements that make sure you align to, and meet, the expectations of your target audience - professionalism, strong and consistent market presence, relevant on point messaging, culture and process.
Brand matters. Treat it with the respect it deserves. Reputation and perception in market will count on it.
+++++++++++++
Building Identities for Business.
#brandmatters
#graphicdesign
#brandidentity
#digitalpresence
#marketingcomms