Hands up if a logo is the first thing that comes to mind when you think of a brand.
If your hand is in the air, you're not alone. However, it's time to dispel the idea that a logo and a brand are the same.
A logo identifies a business in its simplest form. It is the visual representation of your company.
A brand is much more than a logo. It's about the emotions behind what a person experiences when they interact with your company.
So rather than focusing first on creating a logo, you should start by mapping out your values and visions. What is most important to you? What does your business stand for? What kind of experience do you want to create for your audience?
Here are a few important things you should consider when developing your brand:
It's not visual, and it's often not even tangible, yet communication is extremely important to any business brand. How you communicate with your customers affects how they perceive your brand. If this is one of the things you business values, you should aim to be clear, concise, and consistent in what you say. Make it easy and pleasant for people to talk to you and they will want to continue the conversation.
Often a business's brand is the products it sells and the story these products tell. Other times it's simply the moral of your business. Whatever your story, it should be compelling, authentic, and intricately woven into every medium on which your company is present.
Stories provoke emotion, have the power to take a customer on a memorable journey, and ultimately bring a brand to life.
Customer service can make or break a brand. If you care about serving your customers, you should work hard to ensure they have a positive experience no matter how they interact with your brand. Be prompt in your replies, endeavor to turn complaints into positive outcomes, and make it easy to get in touch.