EXPERTS LANE n BRANDING

By Kalysa Wilson

A successful design makes you the first business potential consumers think of when in need of your product or service.

Visual Branding is the initial attraction. It’ s like when you see an attractive girl or guy for the first time. The right visual branding can stop you in your tracks. It’ s really the first way of persuading your audience that you are the best brand for them.

Your brand’ s story allows your target audience to dig deeper and learn more about you or your product. Especially, in the early stages of a business, it is critically important to convey a brand message that is consistent across all media whether social, print or web.

Unless marketing is your business, you might need a little help creating the right brand. Consult a professional. Recognizing that many start-ups operate on shoestring budgets, hiring a professional might be a bit of a stretch, but the right brand can make or break a business. This is a business expense you simply cannot ignore. But be prepared for the meeting with the expert. Being able to effectively communicate your brand intentions to a professional may require you to sit with your laptop and brainstorm your intentions.

Do not just think that having a lovely business card or pretty flyer is all you need to brand yourself in today’ s market. You need a consistent design flow. Remember running a business is not a brand. Build a brand with an excellent story and quality product / service, and your customers will come.

If your design does not convey your product / service it could cost you memorability especially when competition is fierce. This example may be unrealistically tragic, but imagine being an up and coming Chef. You make great food and are always timely with excellent customer service. Your branding campaign, however, uses the image of a bug in all of your materials. No one wants to think of a bug when it comes to food. A mistake like that would drive potential customers right into the arms of your competitors.

Your brand is all about the emotion that you leave with your customers. Most users of Apple products swear by them. When they see that apple emblem, they feel good about their purchase. You want your customers to feel as good about you.

I want to leave you with some food for thought: design is your foundation for creating a successful branding campaign. Do not copy others when you can create a unique brand message that will speak to your target audience. Be yourself-- that is what makes you different from the rest. Create your story and make it awesome. Remember that no one can create a memorable brand for your product better than you because no one else is you!!! n

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10 IBA Success Magazine n VOL 4, Issue 5