Although we live in a day and age where it has become more about what you can do as opposed to who you are in business, branding is still very important. It’s because of branding that certain entities can reinvent themselves or perhaps just evolve with the times to make sure they stay relevant, and it’s only through branding that you get to build a loyal following amongst the most important people who are associated with your business – your customers.
So it’s not a matter of whether or not branding is still important, but rather a matter of how to make sure you get it right.
Your brand identity
With capital pretty much making for the only real requirement to get into any industry, anyone who gets their hands on enough of it can pretty much become your competitor in no time at all. When people search for certain products or services they’re looking to buy online, they don’t type in brand names, but rather type in keywords related to those products or services. If you can get to a stage where they type your brand name into the search engine bar, you’ve won the brand identity construction competition.
That should never be the aim though. It happens by pure chance that certain brand names are associated with the product, service or industry they’re in and for the most part it’s those which pioneered the industry who end up being honoured with this status. I bet if you asked some students what LUX means and have them try to tell you without Googling it, they’ll probably say it means soap. Notice how I used “Googling” as a verb too – I mean nobody will ever refer to searching for a term in any search engine as “Yahooing” or “Binging,” even if they’re using those specific search engines, will they?
That’s what brand identity is all about – it’s about establishing yourself as an entity which can be associated with whatever line of business you’re in and that is achieved through branding mediums such as your logo, your brand colours (often referred to as corporate colours), and perhaps even your slogan if you insist on having one. So let’s get into some pointers to consider with regards to those branding media.
There’s a lot of science and psychology which goes into the design of a logo, despite what is suggested by how easily you can get one these days. I mean you can get a logo designed for a mere $5 via online gigs-platforms like Fiverr, or you can even use one of those DIY logo-creators, but why do you reckon the most serious of corporations and entrepreneurs will spend thousands of dollars over countless meetings, sifting through countless designs which often fall under the same general concept?
It’s THAT important because this little graphic has the power to represent your brand in situations wherein you can’t be there to give important details about it. Think the likes of the Virgin logo – it’s instantly recognisable anywhere in the world and it’s a great example of a logo because it’s essentially the name of the company written down somewhere, but it’s also a visually appealing graphic.
That’s how you should approach your logo – if you can, it should be the name of your organisation written in some font that says a lot about what you’re all about. Even those graphics-based logos representing some of the biggest corporations which are instantly identifiable, like Nike, took a little while to drop the text from the full logo. Have a look at some of the older designs of Nike apparel and you’ll realise that pretty much all the logos had the text bearing the name attached to what is now a very iconic swoosh graphic.
As far as corporate colours go, a combination of two or three will do and it’s really not about your personal favourite colours, but more about a set of colours which will be recognisable as those which can be associated with your specific brand wherever it is people see them. So if for example one of your employees or company representatives is wearing a t-shirt bearing your colours and there is no logo in sight, at the very least your customers should be able to make the association with your brand.
As far as how corporate colours relate to your logo, your logo should still be recognisable if it was represented in black-and-white or greyscale.