Brand Building

Last month I talked about how branding is more then just a logo, but the entire package. Well here are a few tips to help you develop that brand and expand it.

• Who are you, and what do you want people to believe about you. This is the foundation for any good branding strategy that should reflect in everything you do. What’s your message? Hip and high tech, or formal stocks and bonds.
• Where are you in the marketplace, and where do you want to be. Recognizing this is key to making your brand a success. BMW knows they are high-end and markets themselves a such, Saturn is at the other end of the spectrum and markets themselves at first time buyers on a budget. BMW wouldn’t create a product for Saturn’s target market because that’s not their business, and they know it would hurt their brand in the long run. Knowing where you stand will help you determine where and how to market your brand.
• Repeat. Repeat your message every chance you get, from emails to advertising. Repetition is how brands get stuck in the consumers mind.
• Your message is only effective if it’s consistent. Once you’ve got the first two steps down, stay on message, do not deviate. Your customer has thousands of brand messages thrown at them everyday and if you’re inconsistent it will get lost in the jumble.

So there you go, you should be on your way now to developing a solid brand, and with that you’ll be able to take the branding of your site well past just a logo and a colour.

Written by John Leschinski from Leschinski Design
Posted on February 9th, 2008 and filed under Design & Coding
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