Tool Box
Issue No. 61 - October/November 2011
Seven critical steps that ‘make’ a brand
by Astrid Varga
A brand identity is more than just a logo.
When you think of a brand identity what comes to mind? A logo, a business card? You’re right, but a logo and a business card is only part of a brand identity. A brand identity is the outward expression of a brand, including its name, logo, colour palette, typeface, packaging and brand communications. It can be used to differentiate ones brand from its competitors.
A brand identity reminds the buyer of the brand’s promise to deliver certain features, benefits and services, contributing in increased brand awareness and value for the brand owner. Here are seven important branding tips for SME’s to consider when developing a brand:
1. Audit your brand identity annually
Auditing your brand is equally important for established and new company’s - it’s a way of making sure your brand identity is relevant and existing marketing strategies are working. A brand audit will raise any weaknesses in your brand giving you the opportunity to review your brand strategy before losing value and customers.
2. Ensure your brand identity reflects your company values
To create a strong brand identity it must reflect your company’s personality, mission, vision and values consistently. Brand values are an important part of any brand identity – it’s your brands soul.
The brand values for sustainable consultancy firm Helen Bennetts Sustainable Design are based on trust, wisdom, professionalism and sustainability. If you look at the elements of the brand identity you can see how the brand values are conveyed – the colour palette include warm and earthy tones to convey a sense of warmth and nature reflecting the values of trust and sustainability, whilst the corporate stationer...
