A Complete Branding Strategy
Branding goes far beyond a great logo, even though that’s where many people think it stops. In reality, your 'brand' reaches anyone who so much as hears your name — and encompasses every possible interaction they have with your business. The phone call a customer makes, the email you send and the tone that comes across, the mailer that lands on their doormat — each encounter helps shape what your audience thinks and feels about your business.
Many businesses focus solely on the visual side, overlooking how brand perception continues well past this. It might surprise you to learn that some of your reputation remains completely outside your control — remember how Burberry became linked with certain cultural stereotypes in the early 2000s? Proving that branding is not only about looking good, but also about resonating meaningfully with people on multiple levels.
Your visual identity plays a vital part in catching attention and setting you apart from competitors, but don’t forget about the many factors weaving together to create that deeper brand recognition. These include your core purpose, values, mission, and unique story—all of which fuel brand empathy and forge genuine connections with your audience.
Here’s what complete branding really involves:
- Brand purpose & values
- Brand story & mission
- Brand positioning
- Target audience
- Brand voice & personality
- Customer experience
- Visual brand identity
Your visual identity typically consists of:
- Logo & logo variations
- Color palette
- Typography
- Image style
- Design elements
- Website
- Social content
- Visual guidelines
Interestingly, several major brands — Tesco, Heinz, Kellogg’s, and McDonald’s — have opted to strip away their logos in recent campaigns. Their success highlights an essential truth that your logo alone is not your brand!
So the next time someone asks if you’ve considered your branding, you can respond with confidence! Just remember it this way; your visual identity is the “face” of your brand, creating immediate recognition. Meanwhile, branding in its entirety embodies the “soul” of your business — making you truly memorable.
