Big brands have very expensive branding companies that work with them and charge them tens of thousands of dollars to come up with ‘branding identity systems’.
When you look at the briefings that are given to them, and the questions they ask of the clients before they start charging the tens of thousands of dollars, they all come down tofive questions that need to be answered.
So whether you are going to create your branding or someone else is, these are the questions you need to answer (and fortunately, you’ll already done that!)
- Who am I (or Who are we if you’re in a band)
- Who do I/we want to know about us?
- What do they know of us now, what do they think about us now?
- What do we want them to know/think about us?
- Why would they care about us?
The branding part is where you take your positioning statement and your value proposition and your brand promise and wrap it up in a nice little package.
It may have an image attached to it, it may not. There are lots of brandings that work without the images:
- Think different.
- Just do it.
- I’m lovin’ it.
- Because you’re worth it.
- There are some things money can’t buy. For everything else, there’s MasterCard.
- Melts in your mouth, not in your hand.
The most basic thing to start with is your brand promise. That may be all you need. The key is to maintain consistency so that whenever I see your name, I see (in words or pictures or maybe both together) your brand promise.
If you are going to have an image (that, remember, you are going to use CONSISTENTLY!) let’s move on to some basics of how images work and what things like fonts and colours communicate to people.