Everyone has heard of a brand and experienced branding but do you know exactly what a brand is and how to make it work for you?
A brand is a person’s perception of a product, service, experience, or organisation. It is a promise between a business and their customers made up of associations they make with that product or service. Branding attempts to harness, influence and control these associations to improve the performance of the business.
Coca Cola is a great illustration of how a brand works. The product itself is eclipsed by the might of the Coca Cola brand and its power can be summed up by the following quote…
If Coca Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.
Coca-Cola Executive
Brands create difference, add value and allow you to connect with people. Brands are about feelings more than rational and logical decisions. People come back to a brand because of how it makes them feel.
Cultivating brand identity allows you to stand out to consumers ensuring they recognise your brand and make the right associations with it. Humans are driven by visuals and designing a logo that is recognisable at a glance can have a dramatic impact for your brand. Colour improves brand recognition by 80% and consistent representation of brand across all platforms increases revenue by up to 23%.
Does your brand communicate the right associations and feelings about your business? Is it modern and does it talk to your target audience about your values? Does it have the right look and feel for 2019 and does it work well on all your digital platforms as well as on print and signage?
If you get the feeling it isn’t or it could be better MAD Creative are here to help. We’d love to have a chat about your brand and offer suggestions on how we could make it work better for you.
