One thing we clarify to our clients is – your logo is NOT your brand. Instead, your logo is the means whereby you help your brand gain recognition. How you brand your logo will help to create and reinforce brand awareness. So how exactly do you brand your logo successfully in today’s economy?
A successful brand will be visually consistent. As you develop your brand, keep in mind that professional brand identity will be consistent through the means of design details. You can maintain brand harmony with the use of color, fonts, typography, theme, and imagery. A successful ad campaign will have a strong sense of brand uniformity. The result of consistency within brand identity is all marketing materials will work together as a family and be visually relatable. This harmony will give your brand credibility and relevance.
Behind every strong brand is a strong brand statement or promise. This is a statement that expresses the benefit of your company’s products or services. In effect, your brand statement evolves from careful market research of your audience’s desire or need. As you form your brand statement, be specific. Your brand statement should be short and memorable, but meaningful. Once you write your brand statement, make sure your products and services live up to that promise. Finally, use the brand statement in conjunction with your logo design within your brand identity.
Good brand identity will evoke a positive emotional response from your customers. How you create this positive emotional association between your target market and brand determines your success. It’s important to realize that this positive association is not built overnight. Instead, it is built over time through the use of consistency within the brand and good customer service. Whenever possible, never skimp on the brand image or take shortcuts. A good brand will reflect an owner who believes in the services and products they offer. All of these factors help to develop a customer relationship built on trust and credibility between your target market and brand.
At Typework Studio, we work with businesses and individuals to develop creative and professional brand identities. Our Buffalo, NY logo design and branding agency offers the following design services alongside logo design as a means to help give you a great brand identity that resonates with your customers.