In today’s marketplace, branding is often achieved through the help or guidance of professionals who have spent their careers researching and understanding how to achieve the utmost success with the creation of a brand. The face, soul, and trajectory of a business all lay in the hands of a diligently crafted and well managed branding campaign.
Perhaps one of the biggest assets to working with a professional to develop your brand lies in their ability to assist in navigating away from the common pitfalls of brand creation. Many a company has unfortunately fallen by the wayside, or even landed in hot water, owing to their branding mistakes. Mistakes such as cultural insensitivity, irrelevance, or inconsistency are harder to avoid than one would think.
On the flip side, marketing firms like Two Finch Design and Marketing, apply finely tuned skill sets when designing branding campaigns. In order to safely navigate their customers away from the rocky shorelines of the oft-made branding mistakes, they apply their creative talents (e.g. an ability to create emotionally appealing aesthetics, well-crafted verbiage, or proper placement for ads) in order to guide their clients into the open waters of smooth sailing and success.Here are three key facets to designing a successful brand:
When we talk about consistency, we are talking about it on a number of levels. It can refer to visual consistency, or experiential consistency.One hand holding a target with three darts hitting the center, beige background. Illustration of control and effective business solutions.
Visual consistency can be seen as something like the fluidity of the color scheme used for your product’s marketing plan. For example, when you think of Coca-Cola, you don’t simply think of the logo, you think of the colors red and white. It is used on their cans, banners, and in their commercial and print adverts. You don’t think of
Coca-Cola and the colors red and white because you saw it once, you connect them because they have used that color scheme consistently across various marketing campaigns. Visual consistency can also refer to the type of font used in your campaign. A great example is Disney, who created their very own font DisneyMemeFont(out of their founder’s signature)- a font so recognizable that the font alone can cause a consumer to recognize that the words they are reading were created by Disney, even if the brand name is never mentioned. Brand recognition relies on consistency of these types of details- colors, fonts, ideals, etc.- to be used over and over again so that they become embedded in the mind of the consumer as emblematic of your company.
Experiential consistency refers to the type of experience a customer has when they actually interact with your company. Does the product work great every time? Is it hit-or-miss when they call the company to ask a question? What are the people who work for the company like? Nothing will turn a customer away faster than inconsistency. Inconsistency creates a feeling of unreliability and distrust in consumers. Customers need to know exactly what level, type, or quality of service they can expect to receive when they engage with their company of choice.
portrait super excited funky girl in love looking up at red heart isolated on grey wall background
A Well-Defined Personality
Is your product fun? Quirky? Innovative? Perhaps its intelligent, sophisticated, or elegant? Maybe it could be viewed as classic, new-age, or wholesome. Whatever you are offering, whether it be a service, a product, or an experience, it needs to have a personality, with identifiable characteristics. An item with specific character attributes will stay in the mind of a consumer, allow them to form a connection with it, and causes positive synaptic alliances to form in relation to what you are offering.
A Clever Logo
WE LOVE A GOOD BRANDING MASHUP, AND “CAFE O’LEIA”, FROM THE CLEVER KIDS OVER AT SLEEVEBUCKS, NAILED IT. PEW! PEW!
If consistency were the body of your brand, and personality was, well…the personality…then your logo would be the face. Brand recognition is often confused with a logo, and a logo alone, and understandably so. While company branding is comprised of many parts, it is the logo that can perhaps stick out in a person’s mind the most. A well-designed logo incorporates both simplicity and cleverness to portray your company. Everything from the famous “golden arches” of McDonald’s, to the Starbucks’ mermaid, or The Rolling Stones’ open-mouth insignia, represent logos that are uncomplicated, incorporate the branding campaigns’ color scheme, and create a feeling about the product it is representing. A great logo is not dissimilar to a great flag- clear, concise, and easily identifiable from a distance.