From Zero to Hero. How to build a powerful brand.
Today, no product or service will see the light of the day without a powerful, complete branding strategy.
The equation is simple. As the internet has become an indispensable tool for consumers, of all types, a business that doesn`t convert digitally has minimum chances to win loyal customers, whereas an online presence that is not supported by a carefully designed brand is lost.
One might wonder, Branding vs. Marketing – why they’re so different? Simply said, branding is who you are and marketing is how you build awareness. In shaping who you are several phases of development must be taken into consideration. Keep in mind that, most of the time, if one phase is skipped, results might be poor or inconsistent.
What do we mean by complete branding strategy?
Contrary to some beliefs, branding doesn’t end at the Logo phase! We can think of the anatomy of a brand as the anatomy of a personality, both are based on a set of beliefs and values that guide behavior, presence, and aspirations.
The natural flow of the branding process starts with the Name & Logo stage. This is not anymore just something that passes through the business owner’s mind and looks like a great idea. You will be surprised by how many methods branding strategists have developed to produce relevant and viable names. The logo is the visual tool that has the duty to make a name memorable and impactful. A professional logo must have multiple variations for multiple applications.
From now, the image needs consistency. This is built upon an internal discovery process that has to deliver valuable insights about brand purpose, archetype, mission, vision, values, competition, and positioning. These elements define the core of the brand book and will impact the next steps.
The importance of the visual manual identity deliverables lies in the collaterals.
A complete corporate identity must specify everything, from brand typography, e-mail signature, business cards, stationery, brochures, and car branding to website look & feel.
Once the naming, logo, and brand book phases are completed, the visual manual identity is ready to run. Now your business has clothes that fit perfectly and you can send it out on the catwalk. Sorry! Out in the market.
And don’t forget to involve your employees because each and every one of them will become at certain touchpoints Ambassadors to your Brand.
We know it seems difficult to achieve all of these steps.
The good part is that you don’t have to do it on your own. Just chose a branding agency able to understand your vision and ready to transform your identity from zero to hero.