Many people often confuse the word brand. Your brand is much more than a name or logo. Brand consists of the experience that a company creates with it’s employees, vendors, communities, public relations, and customers. Your brand is the feeling/image that a customer gets when introduced.
Every single business has a brand, including large companies with huge budgets/staff, and small businesses. Behind every single brand are people. Those “people” are out there representing the image of your company. Employees connect brand values with customers through touch points to make brands come alive. By doing so, the employees reflect the brands values and help share them.
Consumers develop brand loyalty when expectations are met. They will often pass up other brands for the one they want. A brands name should be short, memorable, descriptive of product features/benefits, and should also give brand meaning if made up or borrowed. All the combined impressions and experiences of the brand are associated with a particular company, good or service.
For this massive article we decided not only to give you inspiration, but hit you with some branding knowledge! To make things easier on the eye, we combined the most important elements and facts about the categories concerning a brand. Check out the following bullet points, and feel free to use them as a valuable resource.
- More than a name or logo
- All the combined impressions and experiences associated with a particular company, good or service
- Something consumers relate to on rational and emotional levels
The following elements work together to project a consistent image and are instantly recognizable.
- Name – words, letters, or numbers that can be spoken
- Symbols or logos used with the name on promotional products – cannot be spoken
- Trade characters or personified symbols may also be used
A Brand is Built Around Values
- Characteristics and values represent what a business or product stands for.
- These “intangibles” connect with consumers in a meaningful way.
- Brand cues remind consumers of values and qualities.
- Brand personality is the essence of the brand and encompasses values and emotional connections.
Brand is the Customer’s Total Experience
- Touch Points – opportunities to connect with customers and reinforce brand values
- Every business – large and small – is a brand with touch points
- The brand promise must deliver on consumer expectations
Levels of brand Loyalty
- Brand recognition: know something about it
- Brand preference: prefer a particular but will buy another if it is not available
- Brand insistence: positively want one brand and one brand only
- Requires businesses to incorporate international considerations
- Requires names that translate into other languages
- Requires sensitivity to customs, cultures, and values
- May even require changes to actual product itself
- May use product extensions
Challenges that the Internet has provided
- Limited customer interaction, less loyalty, makes building brand on the internet more difficult
- More time spent researching/comparing products than buying
- Innovation and first-rate customer service needed
- Strong, established brands don’t need to spend lots of money to attract people
- Brand is a requirement for Internet businesses
Now that you have an idea that a brand is much more than a logo, it’s time to focus on the design part. The examples we have for you below are on point. The following companies have done an incredible job at monetizing and setting the tone for their brand.