What Even is a Brand? | Beef Up Your Brand

If you’re a business owner, you’ve probably heard people talk about your ‘brand’ (even this series is called Beef Up Your Brand!) – but what does that even mean? In this post we’re telling you exactly what people mean when they talk about your ‘brand’, and why it’s so important to get your branding right.

Your brand = your identity

Your company’s branding is its identity. It’s what makes you stand out from your competitors and positions you within your marketplace.

It’s so much more than just your logo…

Branding isn’t just a logo, it’s everything your business communicates. From the first impression that your business card gives, to your website imagery, typographic style, the tone of voice of your content. Your logo is a big part of your brand, but it’s much more than that. Of course it’s important to have a strong logo or brand mark, but it must be considered in the context of the rest of your visual communication.

You should have clear brand and communications guidelines, so anybody that works for your company or with you knows how to accurately represent your brand, ensuring consistency across the board. These guidelines will contain everything you would need for your brand: your logos and variants, typography, colour palette, tone of voice, and more. 

Why is branding important?

Your brand communicates who you are to your customers. It’s usually the first thing a potential customer will see when finding your business. 

Let’s say your branding is corporate and formal, but your company is down to earth, approachable, and focused on local customers. Your branding will turn away the very customers you want, because they will only see a corporate, formal company. Your brand should portray the tone and personality of your company. It should represent who you are as a business – a florist shouldn’t have similar branding to an insurance broker.

So, where do we start?

When designing a brand or creating brand and communications guidelines, the first thing we do is sit down with you and get to know you and your company. We’ll ask questions to really understand what makes your brand special, why customers should come to you, and where you sit in the market

We’ll then use this knowledge to moodboard the proposed design direction, before moving into the first concept design phase. When designing our concepts, we don’t just present a series of logos on a white page, we show how they would be used in context.

We always consider where your brand is going to be applied. Is it primarily an online business? Is the brand going to be used heavily on packaging? How will it work on stationery? What’s the tone of the business and where does it sit amongst competitors?

We work alongside you through feedback and development stages, until the brand is complete and ready to launch. 

Let’s take a look at a brand we recently created for Broadstones, a company within the tech industry.

Case Study:

Managing Change

We recently had the pleasure of working with Broadstones Tech to carry out a complete rebrand of their business. They wanted to create a new brand that gave them a professional, corporate identity but showed off the fun side of their company culture

We achieved this by creating icons for each of their services, incorporating the shapes into their main logo. This enabled us to create a more ‘corporate’ identity whilst creating elements that celebrate their company culture to be used where appropriate.

We focused on the geometric elements in the logo to build their ‘corporate’ identity around. Using the shapes we’d created for each of their services, we began to personify them, bringing in their company culture whilst maintaining an identity that is appropriate for their clients. 

In order to fully celebrate their company culture and bring an element of fun to their branding, we worked with our resident illustrator Ben Barter to fully personify their services, creating a unique character for each one. These characters can be used across Broadstones’ promotional materials and social media channels, to give people more of an insight into the personality of the company.

We really enjoyed working with Broadstones on this project and are really pleased with the outcome.

Now you know why branding is so important – is your current branding representing your business accurately? If not, why not get in touch today to explore how we can beef up your brand!

Lee Corden

Co-director