A brand represents consumers perceptions of an organisation, including everything from customer service, reputation and advertising and their appearance. All these aspects need to be consistently giving out the same message to its audience to ensure good functionality.
It takes all these aspects to achieve a long lasting, successful brand, however, if just one of these aspects are not inline with the company then it can breakdown the entire brand image.
Ensuring that you have a recognisable and memorable logo is a vital part of brand recognition. Fashion brands rely on this concept greatly. Many designer fashion houses, such as Gucci or Ralph Lauren have successfully created an incredibly recognisable brand with a simple logo placement on products, so much so that they are regularly faced with counterfeit organisations attempting to gain some of their success by using a replication of their logo. A logo is one of the first impressions a potential consumer will have of a business, therefore it is important to ensure the logo represents the business and showcases it in the best way possible. It will also be across any organisations paperwork, advertising and correspondence with consumers so it needs to be powerful, professional and reflect the company.
A brand is an emotive term, it is a feeling, a thought or an idea that consumers will associate with an organisation. There is a growing number of businesses offering similar products or services to the same consumer, therefore, to ensure you are captivating your targeted audience your ‘brand’ needs to evoke the right image and connect on the right level. Successful branding can differentiate you from your competitors. Creating an identity that resonates with your clients reinforces the emotional relationship that is at the heart of a truly successful brand.
Building a successful, memorable brand also would not be possible without trust of consumers as well as effective storytelling, see the following page for a more in depth look in these factors.
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