Many companies mistake brand for impressive logo design when in reality it is the brand that should lead all marketing activity. It is the foundation on which a company will build its strategy and it is at this initial stage that key proposition factors are unearthed alongside market demand.
Companies falling in to the trap of believing a logo will change the brand perception all on its own and those who subsequently spend hundreds of pounds on redesigning logos and fail to address this may as well be burning money. It is important to have a great logo which helps portray a relevant company image, however if left unsupported by company branding it will not provide any type of return.
The brand is the personality of the company and should portray your values, but most importantly it should be intrinsically linked to your unique value proposition, also known as the USP. It communicates to your clients what sets you apart. It should be easy to understand, engaging, unique and relevant and should deliver to current as well as future needs of your target market.
Brand delivery is where marketing assists and it is vitally important that communications remain consistent across all media, including brand design. Once you have created the brand you can then create the awareness. Failure to do this makes it unrecognisable by customers and ultimately encourages your competitors to set the brand for you.
The most successful brands connect on an emotional level creating a 'want' over the 'need'. It is at this stage that price becomes irrelevant. For example, most people need a car to get them from A to B, but some lucky people want a Ferrari to do this. And ask youself, do you 'vacuum' or do you 'hoover'?
Elizabeth Sparrow
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