Branding 101: It’s not just a logo design.
A company’s logo is a very small portion of their brand. When you think about great companies you may first visualize the logo but then the thoughts that follow the logo help define the brand. You see a colorful peacock and you think NBC, but the feelings you get when you think of what NBC offers becomes their brand. It’s about YOU not THEM. Millions of dollars can be spent developing the perfect brand but in the end it comes down to what others think of you.
Step One: Do Your Research
It is essential to research branding and know your company or organization. We suggest The Brand Gap by Marty Neumeier as a starting point. He presents three simple questions: Who are you? What do you do? and Why is it important? – unless you have compelling answers to all three questions, meaning customers find them irresistible, you haven’t got a brand.
For those of you in professional services, we suggest Bold Brand: The New Rules for Differentiating, Branding, and Marketing Your Professional Services Firm by Josh Miles. He addresses the differences in branding a product versus branding a service.
Step Two: Call Us, We’ll do the Rest
We will work with you to develop a branding strategy that is best suited for your needs. From this strategy will emerge a mission and identity package, logo and branded materials, and web site.