A powerful brand identity can position a business ahead of its competitors, its that simple. However, creating a strong brand takes money, a lot of effort and time. It takes time to shape a brand in the mind of your users, they need to live with your brand, feel it, touch it and above all experience it.
It is no longer as easy as just designing a logo or creating a clever strap line. Its the emotional experience that your users have that will make people choose your brand instead of your competitors.
How do your create a brand
A brand is not what you think it is. Its what your customers think it is. Successful re-branding should differentiate your from your competitors. It should cultivate emotional responses with your customers rather than a rational response. Your brand is your personality and how that is shaped by your customers. You can’t design a brand, you have no control over the audience and its your audience that creates your brand. Your business can however create the foundation of your brand, you can help shape and manage it.
You can project your corporate image that shows your core values, what you believe in and the aims of your business as a whole. This corporate image should resonate with your audience and your employees. Your employees are your brand, they believe in your company and have a vested interest in its success.
The employees could determine if your brand is a success or failure, and they must be part of your businesses brand identity. If they get on board your will have a business that is full of motivated, happy and successful brand ambassadors.
To view a selection of brand identities that we have designed here at underscore take a look at our portfolio.