Often in meetings, social media or casual situations, I find people asking similar questions when I tell them that I am a brand designer. Branding is often underrated, and sometimes people things aren’t worth the investment. These are some of the most frequent asked questions about branding.
1. What is branding?
My favourite answer is:
Branding is everything to do with the emotional connection between your customers and your company.
Branding is all the assets that emotionally build your company. For example, your social media is part of your branding. If you have a shop, the way you decorate it is part of your brand. If you are a speaker, the way you speak is your brand. Even the smell, a lot of clothing shops have their smell designed or if you remember when you come into a Starbucks they all smell the same.
2. Isn’t a logo the same as a brand?
Nope and yes. A logo is part of the brand. Like the assets, I listed above. The fonts or the colours you use are also part of the brand. But the brand is a broader definition.
3. Why do I need a brand?
Branding will make you more attractive to your potential customer. When you design a brand you do it for your clients to understand that you are there for them and to attract them.
Branding will make your business standout from your competitors. It will show why are you different and better.
Branding is going to bring credibility and trust to your company. When you have a well-designed brand, you won’t look amateur or dodgy. You will look appealing.
Other things that branding can help with your business is empowerment to your employees. When you have a well-defined brand you will be contracting the right type of people and they will have a brand to love and to feel part of.
4. Do I need a Brand?
The short answer is yes. Now having said that there are brands like The Pie Crust in Stratford that isn’t that appealing but it’s very successful, but these are rare occasions.
5. How long it takes to build my brand?
A branding project can take from weeks to months depending on how big is the job and the brand application. A logo and some business cards can be done in a couple of weeks.
Bear in mind that branding isn’t a job that has a clear finish. You have to keep it alive to avoid getting stale. You have to keep it fresh.
6. How much does a brand cost?
The cost of a brand will depend on the whole exercise. A logo and some basic applications can cost just under a thousand pounds. But if we are to brand a growing business it will be a bigger job as you need to design elements and applications to ensure the brand will grow well with your company.
7. When do I need to rebrand?
When it feels stale or tired. Some brands are created from a trend or just look a little bit stale. Sometimes it’s important to wash your face and put some makeup to look fresher.
When you are not attracting the right customer, we brand for our customers, if you aren’t attracting them might be time to check your brand. It could also be that your customer has changed, I see a lot of brands that are doing a rebrand to get closer to the new potential clients like the Millennials.
When your business change the offer, technology is changing the way we do business or creates new needs. If you need to change your offering might be worth to let your customers know and new customers understand your offering bay doing a rebrand.
There are more reasons for a rebrand, check 10 Signs You Should Invest In Branding.
8. How do I manage my brand?
Two words: Consistency and coherency.
Managing your brand can be challenging; a lot of times is out of your hand. It’s essential to keep checking your brand assets and ensure the fonts, the colours and the logos are all consistent.
You can have someone in the business, if you don’t have budget for a brand manager, that keeps an eye on the brand. Or contract an audit every few months to ensure the consistency and coherence of your business branding.
This article might help you have your brand on check.
9. Do I need Brand guidelines?
Brand guidelines can help your brand to keep consistent. Depending on the size of your brand you might don’t need one but might be worth knowing by heart your colours (Pantone, CMYK and RGB) and the fonts you use.
Brand guidelines are the help people to use your brand the way is intended to, so if you have to work with other companies the answer is yes. Because if your brand isn’t kept in a consistent way can get diluted.
10. What is the difference between a personal brand and a brand?
No difference. The only thing that changes is that one refers to a person and the other is a general concept. But the principles of a personal brand are quite similar to a brand that would be used in a company.