- what makes a brand?
For someone to look upon a brand as just a logo is a complete misconception. What a brand actually represents is the perceptions people hold of that organisation. A brand is formed through all an organisation’s activities, a logo merely constitutes part of this.
Considering all the messages people receive provides a better foundation for a brand, which should be developed through a process involving people from all areas of an organisation. From diverse viewpoints emanate ideas that make an organisation special and portray what it stands for. If outsider’s viewpoints are not considered a valuable source essential to the process goes unused. How people’s views compare to the way an organisation likes itself to be seen are very important.
• Know strengths - think about strengths and build a brand around them.
• Have a good creative brief - when you're ready to speak to creatives about a new brand identity, a good brief which gives an overview of the aims of the rebranding is essential.
• Don’t lose sight of competitors - there can be a lot to learn from other approaches in terms of how competitors present themselves, the communications channels used, how they use them, and how feedback is obtained.
• Be consistent - once you have your new branding, you need to apply it consistently and govern how others are using it. A good way is by having brand guidelines which tell everyone in your organisation how they should be used.
• Have a thorough marketing plan - a new identity requires a well thought out marketing plan to support it. How will the brand reach clients?
• Don’t ignore social media - social media is the new ground for managing a brand. If somebody has a bad experience this is now easily shared in the digital world. Monitor social media websites for mentions of your organisation and learn how to deal with any negative feedback.
• Realise change - don’t stick with your branding if it isn’t working for you.