Branding. What is it? Do you mean a logo?
Well, yessss, and all the other things that create the overall visual embodiment of your business, what it means, what it stands for, who it attracts and what it sells.
A good, strong brand is one that communicates with the consumer without even trying to. It is on the same wavelength and therefore it is understood, it is approachable, relatable, appears trustworthy and in some cases is aspirational.
Creating the ideal brand for your business; product or service, is about considering the psychology somewhat, of your target consumer. Will they connect with it?
Choosing a designer to build your brand for you is really again about you finding someone that is on the same wavelength as you, or at least someone who gets your vision for the business. It is important to feel a connection with the designer and feel that you can openly discuss what you do and do not like as let’s face it, this is YOUR brand and you need to welcome them into your head space.
Most designers will require some sort of brief upfront. For larger companies this can be a detailed multi-page document looking at background, objectives, target market lifestyle, competitor analysis etc but for smaller companies this is often just in the form of a meeting with lots of talking and notes! Here at Rockpool we are happy to work either way or anywhere in-between! The key is that the designer can see where it is you want to take it and is confident that they can get you there.
Often, once the ball is rolling you will receive staged feedback, either in the form of emailed concepts or a full blown in-person presentation. You’re allowed to be honest. If you feel the designer has, or is, going down the wrong path then now is the time to say. It is ok to dismiss some concepts and avenues that you do not feel sit right with you, for whatever reason. Do try to be clear with your feedback though, the more accurate you are with them about what went wrong the likelier they are to move back on to the right path. Sometimes you do have to kiss a few frogs before you find your prince.
Ultimately, try to enjoy the process. You’re building the foundations that your business is to sit upon. You are making this invaluable investment into the future of your company. An over-arching aesthetic, and set of marketing parameters that you can use over and over and apply to everything your brand may require; print, website, social media, packaging, advertising and anything else you can possibly think of.
Been thinking about creating a professional brand or considering a re-brand? Don’t be afraid to ask, it really is an investment worth paying for.
Jen Sinclair – CREATIVE DIRECTOR