Developing a brand
The origins of branding can been seen
right throughout history as cave paintings, symbols and heraldry but
perhaps the most simplistic example of branding can be seen on the rump of
a cow. Branding animals determined ownership, prestige and determined
individuality. In today’s world of marketing and advertising branding
is still a mark of ownership but combined with the image creation machine
branding today can say many things about a business or product and has the
ability to tell a story.
Properly defining a business or product with its own identity is
the first step to creating a lasting brand. Don’t confuse the issue
with lengthy and clumsy explanations of your brand. The elevator
introduction is the approach that works best. In fact the key to successful
brand communications is the trifecta of brevity, clarity, and
consistency.
A cleverly
designed logo and associated branding elements have the ability to change
customer perceptions with regards to professionalism, experience, value and
image creation. Establishing a corporate image and identity is imperative
for success so that the correct message is sent via your logo and is
repeated through consistent use on all communication collateral.
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