There’s a big buzz about branding right now.
I’m always curious to see what people are saying because I’m no stranger to the branding process. Back in ‘the day’ I used to work for an ad agency and I’ve worked on branding and image campaigns from start to finish (although, truthfully, branding is an ongoing process).
Anyway, there seems to be a lot of confusion about what branding really is. Some people think it’s a logo. Others swear it means creating a really cool television spot. And, others are simply mystified by the thought of branding.
To demystify branding for you, I’ll share the simple definitions that I included in the training materials I created for the Idaho Small Business Development Center several years ago. This clearly illustrates the difference between your logo and your brand because your logo is not your brand and your brand is not your logo.
Logo: An identifiable insignia that represents a company.
Brand: The overall impression and experience that your customers receive from your business.The difference between a #brand and a #logo Click To Tweet
Simply put: branding is EVERYTHING you do to create the overall experience and feeling that your customers get from doing business with you. Your logo is just one element of your branding.
I once hear a “guru” tell a group of people at an event that putting your photo on a business card is a big branding mistake. I don’t find this to be true. Realtors use this technique, speakers use this technique and so do some politicians. When YOU are a big part of your brand this can actually help with brand recognition.
I’m personally am a bit of a rebel and break a ‘branding’ rule by having my business cards printed on glossy, thick card stock and I don’t plan on changing that any time soon. Many say you should use a matte paper and leave the back blank so people can take notes. I say, my cards stand out and make me memorable. Plus, I use both sides to create an impression. I share this because THIS is YOUR brand and it’s up to you to decide what works best in your business.
You image and the printed materials for your business are just one part of your brand. In essence, everything you do, say and produce is a representation of your brand. So, choose wisely.
Want more information on branding and image. Read “How Long Does it Take to Create a Brand” click here.