Why is Branding so Important?

Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier. So what exactly is a brand?

The short answer is: everything!

A brand represents the sum of people’s perception of a company’s customer service, reputation, advertising, and logo. When all of these parts of the business are working well, the overall brand tends to be healthy. On the flip side, we all probably know a company that offers excellent products or services, but has a tarnished brand due to poor customer service.

Let’s take a look at the important ways a strong brand impacts your business:

1. Branding Improves Recognition
One of major components of your brand is your logo. Think of how we instantly recognize the golden arches of McDonalds or the simple, but powerful Coca Cola. As the “face” of a company, logo design is critical because that simple graphic will be on every piece of correspondence and advertising. A professional logo design is simple enough to be memorable, but powerful enough to give the desired impression of your company.

2. Branding Creates Trust
A professional appearance builds credibility and trust. People are more likely to purchase from a business that appears polished and legitimate. Emotional reactions are hardwired into our brains, and those reactions are very real influencers.

3. Branding Supports Advertising
Advertising is another component of your brand. Both the medium chosen and demographic targeted for advertisements builds a brand. Too narrow an advertising focus, and a company risks being “pigeon holed” and losing their ability to expand into new markets. Too broad a focus, and the company fails to create a definable impression of the company in the minds of would be customers.

4. Branding Inspires Employees
Many employees need more than just work— they need something to work toward. When employees understand your mission and reason for being, they are more likely to feel that same pride and work in the same direction to achieve the goals you have set. Having a strong brand is like turning the company logo into a flag the rest of the company can rally around.

5. Branding Generates New Customers
Branding enables your company to get referral business. Would it be possible for you to tell a friend about the new shoes you love if you couldn’t remember the brand? A large reason ‘brand’ is the word used for this concept is that the goal is an indelible impression. As the most profitable advertising source, word of mouth referrals are only possible in a situation where your company has delivered a memorable experience with your customer.

The most profitable companies, small and large, have a single thing in common. They have established themselves as a leader in their particular industry by building a strong brand.

Logo Design

1. Distinguish yourself from the competition
The challenge of the perfect logo…. It can seem out of reach, but when you arrive at the right logo- it’s so very right. As a central design element for your business, logos represent the first point of communication between your brand and your audience. And in a world increasingly saturated with information and visual prompts, a logo can be an incredibly powerful tool to have at your disposal. But in order to create the perfect logo, there are certain things you should consider.

One of the most important things to recognise when devising a logo is that it has to stand up to the competition, and instantly communicate your point of difference in the marketplace. What sets your brand apart? What makes your brand unique? These questions are key when designing a logo. Although it is unlikely that you’ll be able to create something completely original, your goal should be to show your brand, in your own way. In order to create a logo with purpose, it’s imperative that you understand the meaning of the brand at a deeper level. Your logo has to function as a communication device to your audience, and should communicate the essence of your brand.

 

2. Keep it simple
Simplicity is king! The best logos are those that are easy to recognise, with a quirky twist. You don’t want your audience to have to pause and analyse your logo to understand what you’re about. The simpler logos are also much easier to translate across different mediums- your logo has to work on business cards, websites, brochures, videos… wherever your brand goes, your logo will go too. So it should be flexible in size, with movable elements to ensure the logo transcends paper

 

3. Choose between logo and logotype
Logos are composed of two elements; a brand name and a symbol. But some companies choose to stick with a logotype, such as Coca Cola, Ray Bans and IBM. Logotypes should be just as unique as a logo that stands alone. If your company’s name is especially striking, then logotypes could be a perfect representation of your brand. However, they’re not an option for every company.

 

Creating the perfect logo is definitely a challenge, but it’s crucial part of building your brand. Though it’s important to try to design something that will stand the test of time, don’t be afraid to allow your visual communication to evolve alongside your company.

How to Make your Brochure Stand Out from the Crowd

Brochures are a great way to show off your company’s products and services while increasing brand awareness among your potential customers. To make sure your brochure stands out from other business’ print marketing materials, pay special attention to these design elements.

Branding
One of the main purposes of any print marketing campaign is to boost brand awareness, so in order to do this well, your brochure will need to clearly display your brand’s logo. Your brochure should also feature colours and style elements already associated with your brand, allowing consumers to easily recognise your imagery.

Colour
Of course, the colours you choose for your brochure should be visually pleasing and eye-catching, while remaining simple and accessible. If your logo colours are too bold to use throughout the entire brochure, use them as a highlight or, if they’re seriously outdated, consider undertaking a rebranding and updating your print marketing materials after this is complete. A few, bright, bold tones will help to highlight your products and make your brochure stand out from the crowd.

Design
It’s worth investing in a professional design for your brochure, as this will show consumers that your business is professional and reliable. Contact a professional graphic designer and relay them your ideas to come up with an original brochure design that’s anything but amateur.

Finish
When working with your designer, it’s also a good idea to discuss things like paper stock and finish. By paying a bit more for a high quality paper stock, in either a glossy or matte finish, you will project a much more professional image for your business and impress potential customers.

Images
Of course, if your brochure’s purpose is to sell products, you will need to include some professional product photography. A professional photographer will take care to represent your products in the best possible light, focusing on things like lighting, composition and angles to ensure your products look appealing and will attract attention.

‘Green’ Email Footers

Source: Two Sides Australia 30/08/2016

Sick of seeing ‘Think before you print’ email footers?

It has become common practice to see emails with footer messages such as ‘Do you really need to print this email? it will harm the environment,’ or ‘Think before you print.’ These messages, although attempting to promote positive environmental behaviour, often ignore the unique sustainability of print on paper and should be questioned.

Paper is made from wood; a renewable resource. In fact, most of Australia’s wood (82%) is harvested from planted forests and harvesting from native forests in Australia is NOT for the pulp and paper industry but for the timber industry to build homes, commercial buildings and general consumption products. Therefore, print and paper can often be a great way to communicate and, when responsibly sourced and recycled, is environmentally sustainable.

These common email footers assume that electronic communication always has less effect on the environment than printed materials.

Below are some facts that are often overlooked:

  • A regular e-mail emits 4 grams of CO2e. An electronic attachment (invoice/letter/statement) sent via the internet releases 50 grams of CO2e.
  • A year of incoming e-mail for a typical business user adds up to 135 kg of CO2e per year. This is equivalent to driving about 520 kilometres in an average car.
  • A remarkable 78% of all incoming emails are spam. Around 62 trillion spam messages are sent every year, requiring the use of 33bn kilowatt hours (KWh) of electricity and causing around 20 million tonnes of CO2e per year. This is equivalent to the greenhouse gas emissions from over 4 million cars driving on the road for one year.
  • The average Australian generates nearly 20kgs of e-waste every year.
  • A letter made from recycled material and recycled after use creates 140g of CO2e. That looks like carbon savings (compared to 4g of CO2e from one email) unless you end up sending 35 times more e-mails (without attachments!) than the number of letters you would have posted in the days gone by. Lots of people do! This is a great example of the rebound effect, something that is low carbon actually results in higher-carbon simply because we use it more.
  • In Australia 87% of paper products are recovered and paper can be recycled 7 times.

So, if you need a convenient and permanent copy of emails, don’t feel guilty about printing but please ensure you recycle.