Let's get real here. As a marketer, I gotta say, the word "brand" can be a bit of an overused buzz-word buzz-kill when it comes to talking about identity. Sure, adding the word "branding" might make it seem like you're taking things up a notch and many designers claim to offer these services and even charge more for it, but let's not kid ourselves. The truth is, if designers aren't involved in strategy, positioning, product development, user experience design, customer service design, and copyrighting, then they're not really doing branding, they are simply creating symbols.
Yes, successful companies have thrived on identity design alone. But what, then, is the true importance of branding? To put it simply: it's about creating a feeling and a connection with your customer, giving them the confidence to invest in your product or service. Branding builds a loyal following where customers stand by your product and become your advocates. It also gives your brand recognition, allowing customers to easily recognize and become familiar with it. A logo only has value because the brand it represents is valuable, as customers buy into a logo because it is connected to a bigger idea.
And, we've all got our favourite brands that make us feel like a boss. For me, I'll admit, it was Lululemon that won my heart. I fell in love with the community they offered, the fitness, wellness and lifestyle their brand sold. But do I love the Lululemon logo? I mean, it's clean, and memorable. But, it's not the reason I buy their stretchy pants. Sure, I like to experiment with different brands, regardless of their logos. Take Louis Vuitton, for example. Their logo isn't the most attractive thing in the world, but that flower pattern? Now that's something I can get behind.
At the end of the day, a brand's logo doesn't really matter as long as it is appealing, memorable and stands for something bigger... prove me wrong.
As a branding pro, I've got a whole bunch of nifty tools and resources up my sleeve to help companies DIY their own brand and identity. But, if you're really ready to take your business to the next level, then I guess the secret is out, because I'm here to help you out! I can help you tackle any pesky business brand problems and get your brand shining bright like a diamond!