Concepts in Branding

Defining your company’s purpose, communicating your mission in a compelling way and creating a unique identity are concepts behind the branding exercise. Through a catchy  tagline and a powerful  key visual, businesses have the power to engage their consumers and leave a lasting impression. Think yellow arches, an apple that has been bitten, a tick, two linked “C”s. We know what these brands are even without a visual. Whether you are a start-up or a company with a legacy, re-evaluating your branding should be an annual affair. It keeps the business focused and relevant, considers various revenue streams and decides which ones to add and which ones to remove. Most importantly, it defines the business. Do the original values and attributes need to be adjusted, and is the business and marketing strategy effective in reaching your audience? Let’s take a deeper dive into how you can shape your brand concepts.

What is Not Branding

A brand is so much more than a logo. It is your reputation. The corporate identity or brand identity comprises of colours, fonts, images, stylistics, and language, all of which make up the look and feel of the company. These are building blocks of the brand, they sets the tone and will resonate with the target sector(s). Then comes the actual thinking behind what the company stands for – how do you want your consumers to relate to you? What kinds of associations do you want them to have when they think of your brand? Where do you compare in the market?

At elionetwork , we don’t take branding lightly. The consultation process and the creative process can be time-consuming and perhaps even emotionally draining. But trust me, the results are worth your effort.

1. Start At The Core

elionetwork  will ask about a company’s goals and objectives that are outside of revenue generation. We encourage enterprises to think about their contribution to people and the planet. Their product and service should solve problems and fill gaps. Another aspect to consider would then be the company’s values and attributes. Branding is essentially emotional. The audience has to find authenticity so they can relate to and trust the brand. We craft a brand promise, find a niche market positioning, and communicate through appropriate channels. Everything has to align, the message, the personality and the values. Your reputation rests on this.

2. Research Competitors Brands

Not to follow, but to understand the industry. Every brand needs to know where they want to be in the market. elionetwork believes in data. Data is power. It tells the brand where the audience is, how to reach them, what makes them laugh and cry, and the bottom line: what will move them to key in their credit card number. Awareness of industry trends and activities gives insights to writing the brand story.

3. Be Consistent

The main elements of branding are copywriting, design, and distribution channels. The right message for the right audience delivered in the right tone and manner. Your work is almost done. This consistency ensures consumers recognize and connect with the brand. You can then establish a deeper relationship to build trust. The marketing platforms may  change, but the core message does not.

4. Test The Concept

An area of marketing comprises focus groups, surveys, and feedback. It’s a never-ending necessary process to always stay grounded and in-touch with the community. A brand concept consists of feelings, ideas, and goals all rolled into one. If there is a request, elionetwork takes the brand concept to market to collect feedback. Customers response is the most reliable.

Quick Tip

There’s no shame in redefining the brand multiple times till all stakeholders are satisfied. This is your face to the world and your reputation. A key takeaway when formulating a brand concept is to keep expressions and text easy to understand. Avoid industry jargon and terminology. Prioritise emotional, relatable, and authentic communication.

If you’re inspired and excited after reading this content, you’re ready to start evaluating and analysing your brand. You can do this in-house, of course, but there are branding agencies like elionetwork who support, guide and provide a third party external perspective. Do bear in mind that there is a different between a branding agency and a design house. Decide on your needs, then take the plunge to rebrand yourself.