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What is branding?

Blog about what is branding. By graphic designer Kelly at Creative Box. Waikato, New Zealand

What is branding? I've been asked this a lot over the years... and it's actually a really good question.

Branding is like the whole personality of your business... its what makes your business easily  recognisable to your clients and they can identify you by your visuals, your messaging and everything you do. 

If you get all all your branding done correctly, put in practice exceptional customer service and systems and of course have a great product or service ( obvs! ) you can can create loyal fans. These are customers that love you, that are loyal ambassadors, buy your products and services regularly and are always speaking highly of your business and telling everyone about you.

If you look at your branding like a big pie and break it into segments it would look something like this:

Brand Purpose - Why did you start the business / why you are in business... basically your mission / vision for your business. This is important, as this is reason for being in business. This will get you out of bed and into the office even when you have a dull day/ bad business cycle.

Brand Position - What is your product / service, what are the benefits, experience, function. Where do you sit in the market, i.e. are you selling Ladas or Ferraris? 

Your Values -  What values best suit your business, i.e. are you playful, friendly, helpful, creative, maybe you are masculine, grounded, and sustainable

Target Market -  Who is your clientele likely to be, normally the answer is ‘everyone’ but it can not be everyone ( no I'm serious! ). Study the the age, gender, location, hobbies etc of your clientele to nail it down and this will make your messaging easier.

Brand Message -  Tone of voice, and the language you use. Plus 1 - 2 sentences that sums up your key message.

Brand Awareness - How will you attract new clients and retain them. Social media, brochures, direct emails, PLUS great communication, customer service and a good system / processes set up.

Visual Brand -  The fun visual stuff... this is your colour palette, choice of fonts, icons, imagery, patterns that all make up the "look" of your business. These elements are used to create your logo and visual branding and are placed across all their marketing, digital and physical spaces for a lovely consistent look and relate back to all of your other branding pie segments.

Isn't it cool how it all works! I love it... and if you nail it right at the beginning, you are set to hit the road running.


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