In an ever-changing, digitally-led world, branding needs to do more than just sit cleanly on a business card or piece of packaging. How brands extend and adapt across the landscape of digital marketing and print is key. Brands are becoming more versatile, fluid and adaptable. Whenever we take on a new logo and branding project, we think about these applications – some logos will only ever be used digitally, others will be more static and print will be the core use.
Branding should first and foremost be a solution to a problem and have a rationale behind them. Of course, they need to look pleasing to the eye, but without a concept, it becomes cold and soulless. Good brands have a story behind them – something customers can trust, believe in and relate to.
We’ve broken down what we feel constitutes ‘good branding’ into four areas below.
A good brand is built to last – It gives your business or product a face and a voice that speaks to your target audience. Confidence in your brand is as important as the belief you have in the product or service you’re providing. If your brand reflects the true nature of your business, it will add value, build trust and create a visual look and feel that becomes as much a part of your business as the product or service itself.
A great logo is only half the story – The other half is the brand that’s attached to the logo. Take Apple, for example. Their logo is simple, clean and modern, reflecting their product offering. Their brand is an extension of this. Their tone of voice is clever, targeted and bold. Their corporate typeface is clean and crisp, and their product photography style complements it. This all feeds back into the brand and in-turn creates a consistent message that reflects the product, speaks to the target audience and adds huge value to the business.
Trust – This is one of the key elements of good business. A strong brand establishes a business in its marketplace and builds trust between its consumers. A good brand reflects good practice.
Brand loyalty – When a brand is strong, reflective of the business and stands out in its market. Its employees will also feel they can stand behind it with confidence. In turn, this creates employee loyalty, pride and belonging. Having a branded office space is part of how a brand can establish itself with its employees and create a sense of belonging. This rule also extends to consumer loyalty. When consumers believe in a brand, they become loyal to it, which is invaluable.
Take a look at some of the brands we’ve created here.