Your Brand Matters

Your branding does matter

Branding is pretty far-reaching and, if done with care, will impact people far outside the scope of your product or even your business segment. It’s great branding if people talk about it — to be fair, if it looks bad, people will still talk, but that’s not the kind of talk we want.

Recognition

Think of your favorite shoes, or your favorite sports team, or even the coffee you grabbed at a drive through this morning. All of those companies or organizations probably have a well-established brand that you could identify without even spending a second to think about it. This usually starts visually, but certainly isn’t limited to that. It could be communicated through an audio jingle, through the way a company handles itself on social media, or by the colors and consistent design choices they make. While sometimes this is just limited to a logo and some guidelines, all of these things, and more, add up to form a brand identity.

Image depicting the colors scarlet and gray, with the words ‘scarlet and gray’ set over each opposite color.
Image depicting the colors scarlet and gray, with the words ‘scarlet and gray’ set over each opposite color.

Consistency

Keeping consistency is key. This is important in building the recognition that I have been talking about. Keeping consistency in imagery, views, style choices, tone, strategy, colors, fonts, and messaging on-brand will help build familiarity and loyalty toward your product or service.

An image depicting a comb, a slipper, business cards, a pencil, a towel, various bottles of soaps, a door hangar.
An image depicting a comb, a slipper, business cards, a pencil, a towel, various bottles of soaps, a door hangar.

Rebranding

Maybe you have an established brand, but it’s not grabbing people the way you want. Maybe it’s dated or doesn’t quite fit the market or niche that you’d like. What do we do about that? Look at competitors’ style, ask users or people in your industry for image advice. Get feedback about your existing image or brand. See what you can improve on, then use that info to guide how you update things. Then think about refreshing or overhauling that brand. This can be as simple as some color palate updates, or a change in message. Or it could be as wild as finding a completely new name, logo, everything. Usually a rebrand falls in the middle somewhere depending on the feedback you’ve received. Do people recognize or understand your name? Is your color palate pleasing to look at, and does it look and read nicely on the web? Maybe it’s time to refresh that image.

A set of images depicting a rebrand sheet. On the left is an old, dated, circular logo with a badge in the center.
A set of images depicting a rebrand sheet. On the left is an old, dated, circular logo with a badge in the center.

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