When you first launched your business, one of the first things you might have done is have your own unique logo designed. That’s all you need to start a brand, right? Not necessarily.
While creating a logo and using it consistently is a great way to get started, there’s still a long way to go before you’ve built a solid brand.
In this article, we’ll share why a brand is more than just a logo – and why you should be thinking about expanding your branded assets for a better customer experience.
Brand guidelines vs. logos
Logos are small images that represent your brand. They can include images or text, or a combination of both.
Even though the most recognisable brands have strong logos (including McDonalds, Adidas and Nike – all of which you can probably picture right now), your business’ brand is more than just a logo.
Here’s why: Branding is defined as the way businesses make an impression in a consumer’s mind.
Granted, a sleek and professional logo can give a great first impression, but other issues could make your entire branding fall flat if you’re not focusing on those elements, too.
What else is included in brand guidelines?
Brand guidelines are a set of ‘rules’ that your brand follows. Along with a logo, they should include:
- Details about your company – including your story and company values
- Tone of voice
- Website design
- Colour palette
- Font choices
- Image and photography style
Clearly defining (and using) all six elements along with your logo is a fantastic way to make a great impression with your brand.
When you get branding right, people who come into contact with your business – whether that be through social media, your website or in-store – have a seamless experience with it… Rather than seeing a mismatch of unbranded or inconsistent elements throughout their experience.
3 branding tips – beyond the logo
If you’re planning to expand your horizons and learn more about branding, beyond a logo? Follow these three simple tips:
(1) Show your USPs
USPs (or Unique Selling Points) are things that set your business apart from its competitors. That could be:
- Free delivery or returns
- Highest-quality products
- Products that are proven to work better (by a third-party review, for example)
Whatever USP you have, use it in your branding.
For example, if you offer medical products that are clinically proven to be the best on the market, you could tie this in with your branding. Include the words “professional” and “high-quality” in your brand guidelines and make your customer experience reflect this.
(2) Create branded content
Blog posts, social media content and infographics are a sure-fire way to build brand awareness. So, if you’re just starting to build your brand and are keen to show it off to the world, why not create these assets?
Not only will exclusive content on your website help to drive new traffic, but correctly branding these assets (from colours, fonts and image choice) will help your brand to become memorable.
(3) Be consistent
Think of the first company that comes to mind when I ask for an example of strong branding. (Perhaps McDonalds? And not just because of those golden arches).
The secret behind building such a strong brand is consistency.
Statistics show that consistently presenting a brand is attributed to a 23% increase in revenue, on average.
That means you could be seeing a huge uplift in sales if you’re constantly referring to your brand guidelines and using them consistently.
- Branding is much more than a logo
- You should be thinking about how your business is represented throughout every stage in a consumer’s journey
- Be consistent; strong brands always stick to their branding guidelines
Notice how much more there is to branding than a logo?
If you’re looking for help with branding your business, we’d love to help. Our branding and design services will give your business a unique edge.