According to the Harvard Business Review, a brand is the set of associations that are created in a person’s mind when they think of a product, service, or company.
The most popular brands in the world today are not just businesses, but also icons- reflecting a sense of identity and belonging that goes beyond mere utility and function.
When running a business, there are many elements that can be controlled- the quality of the product, the price, and the target market. However, there is one thing that no amount of money or effort can buy- a great brand.
What is a brand?
A brand is a name, phrase, symbol, design, or a combination of these elements that is used to identify a product or service.
A brand is more than just a logo. It is an experience, an association, and a promise. In other words, a brand sells a sense of identity and is often associated with personality.
Why is a brand important?
A brand is important because it is the first step towards creating a positive experience for your customers.
However, brands are also important because they help businesses to differentiate themselves from the competition. This helps them to stand out and to increase their market share.
How do you create a great brand?
First, you have to understand what your company stands for. What do you want to represent in the world? Once you know what your brand stands for, you can create an identity that will allow you to communicate this vision to your customers.
Another thing to consider is your company’s mission statement. If your mission is to “be the best at ‘x’”, you can use this to create a brand strategy that will help you achieve that goal.
Creating a brand often starts with creating a logo. You should always begin with a logo and a brand name, and then use these two elements as a starting point for all other design elements. The logo should communicate your brand’s identity.
For example, when designing a logo for a brand that emphasizes “human-centered” design, you should consider use of geometric shapes and bright colors, as well as fonts that are easy to read.
Three Key Components to Branding:
The Brand Promise – the brand promise is the essence of what your brand stands for. What does your company stand for? What do you stand for? What is your identity?
The Brand Personality – the brand personality is what you want your brand to be perceived as. What is the tone of voice you want to evoke? What is the level of quality you want to portray?
The Brand Identity – the brand identity is the visual and actual representation of your brand. What is the look of your company? The feel? Your logo, tagline, and brand colors are all part of your identity.
Conclusion- How to Design a Great Brand
Brands are not a magic bullet- they are a long-term investment that will require continuous nurturing and attention. But thinking about the fundamentals- your brand’s core identity, personality, and promise will get you started in creating a unique and iconic brand for your company and clients!
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