Branding is much more than “making it look pretty”

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We have come across this viewpoint that branding is unnecessary and that it is “nice to have” and just “makes things look pretty”. This could not be more wrong. Whether you like it or not you have a brand because, to put it simply, branding is just differentiation. It is what distinguishes your company from other companies. Your brand needs to reflect what your company stands for and what principles you will follow into the future.

You may know “who you are” but if you don’t take the time to brand your company, other people will do it for you. You don’t want to be “that skincare company that is trying to be like {well-known brand} but not as good” or “the product is really great, but I can’t remember the name, starts with a ‘y’ I think?” or “that cream that smells like cough syrup”. These are things that we all say when we talk about products, companies and places. We have also said things like “ you have to go there, the food is amazing!” and “that cream changed my skin, it is so great!” Differentiation can be good, bad, on purpose and by accident. 

When you are figuring out your branding, you are also looking at your product or service and putting it through the wringer as well. Is your product good enough? Is your service really delivering what it is promising? All these things together: your product, service, message, position, viewpoint, purpose and vision all tie together to form what makes you different — and that is your brand. 

After you have that established, you need to visually represent it. This is where you might need some help. How do you take all those conceptual things and turn them into a logo, packaging, website, flyer, signage, etc.? It’s a tough job, but when it’s done right you have everything you need to push forward as a company. There is no question on what font you are using, what the image should look like or what color the box should be. Your branding is established and it is the bedrock of your business. Now you just focus on building and growing. 

Hopefully that helped convince you that branding is more than just “making it look pretty”.

If you need help with your company’s branding call us at (727) 303-0387 for a FREE branding consultation.