There have been many times that I have introduced my business as being a digital design company specialising in website design and when I mention branding I get a lot of vacant expressions. "What," they say "like logos?" And they are not wrong, but I realise that most people think that branding is just a logo but it is so much more than that and business owners need to know why.
In a nutshell branding is the experience you give to your customers to make them feel a certain way. Although branding may be a combination of visual elements (like a logo), it reflects your business's mission, values and visions. It represents who you are and what you can do for your customers.
Every business should have at least 2-3 different types of fonts that they use throughout their website or advertising material like business cards, flyers or letterheads and social media posts. By using the same fonts it keeps your brand consistent and customers may be able to identify your brand through your advertisement simply due to the fonts used.
Although most brand strategists don't usually include this in their branding services, photography is super important in helping reflect your brand. Images are used everywhere for companies, like stores, social media, website and advertising materials. Images speak a thousand words and the human brain processes images 60, 000 times quicker than text . You should be aiming to include high quality and copyright free images into your branding.
A branding style board and guide is a way to present your branding and most brand stylists will include this in their branding service. A branding style guide is a document that shows all of your branding aspects and can act as an overview of your brand. The branding style guide is a more detailed document that shows you how to use the different elements effectively. These are both really useful to refer back to when designing other materials for your brand so that it stays true and cohesive with your brand.
Why is branding important for my business?
I think that most business owners underestimate the importance of identifying the purpose of their business and how reflecting this through their branding can really drive a business to success.
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