Your brand is more than your logo

Branding is more than making your company look pretty.

It’s about conveying your spirit and personality to people who can identify with you. Brand identity, what you say and show, is a large part of that.

Brand image, the visual composition of your brand, is also a major consideration. It’s the visual story of what you bring to your customers. It includes your logo, any trademarks, particular colors, and anything else attached to your brand from spokespeople to packaging to in-store experiences.

Brand image is a lot to cover since it includes every way that a person sees your brand. This image should convey the aspects of your brand personality, especially your top brand adjectives.

Your image should get to the point where people recognize the brand even without the logo. For example, you see a baby blue box and you think of Tiffany’s. Or a bright red box with golden arches and think of a Happy Meal. These are obvious and effective signs of branding at work.

 

Here are some things to keep in mind:

These main considerations are essential to the success of your brand and should be maintained. McDonald’s is red and gold. Tiffany’s is baby blue. Brands event patent signature colors or the way they are used for this reason.

Your choices should be reflected in every place the people interact with you. This means your website, business card, social media and more need to reflect your brand personality, image, and identity.

Why is this so important?

Let’s say you’ve chosen a high-end restaurant to take you and some friends out to celebrate. Their website’s photos made you think of white tablecloths and champagne buckets. When you arrive, the white tables are actually linoleum and the champagne is only a dream. What you expected to encounter and the actual experience are nothing alike.

This incongruity between what people expect and what they experience can stop people from returning. Disappointment abounds and people decide to try somewhere else next time.

Now think of the opposite situation.

You read an online review about a pizza by the slice place that is so popular that is has a line around the block. It’s in a crowded area right next to where you like to go out with your friends. That night, you drag your friends with you and experience a wait (but not too long). You have an amazing slice of pizza at a picnic table nearby.

While this experience may not be mind-blowing, the difference between expectation and reality was positive enough to return.

Your brand image needs to show your at your best without representing you. Otherwise, your customers will end up with a negative experience instead of a positive one.

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