It seems that a blog of this nature should probably start off with a definition of what branding is in order to establish the basis for the conversation.
In my experience, most people look at branding as being about appearances primarily.
That is only partially true. It is absolutely one of the components of branding but it is by no means the totality of what is encompassed by the word branding.
As a concept, branding is the method or methods we use to communicate our "message," to an audience with the end result of building their trust.
For that to happen ALL forms of communication or methods need to be coherent or communicate the same way, with the same messages, consistent with whatever product or idea you are offerring.
Things you should ask about your branding:
Is your brand trustworthy?
- If I believe in you, or your product, or your idea—is that going to be a positive or a negative experience for me?
Is your brand consistent from message to message to product or idea?
- Likewise, another way to ask that question is "does the image I present, or my product, or my company, match with the quality or value of the product?"
If the answer is No to either of these then you need to go back to the drawing board and get everything aligned. This may mean that you have to cut some ideas, products, and even people free.
If the answer is Yes you're one step closer to building a successful brand.
One Step Closer,
Sean Stark
Brand Developer
