What Is Branding and Why Is It Important?
What Is Branding?
Let's start with the basics. Branding is a compilation of elements that make up all the visual and emotional components of a company or organization. To name a few, this includes:
Logo
Alternative logo
Fonts
Color palette
Brand voice
Brand voice is the type of language used in a company's written material (AKA copy). Although sometimes overlooked, this is a key part to branding. For example, could you imagine if an at home daycare used the same brand voice for their website as a hot nightclub in downtown Miami? Just a guess, but I highly doubt any parent would feel comfortable leaving their child with someone who described their daycare as an "extremely lit hotspot where anything goes!" *cue strobe lights*
How Are Brands Developed?
In order to create a company’s brand, I send each client a “creative brief”. A creative brief is a series of questions that help me better understand their business and target market.
Some new business owners are skeptical when it comes to hiring branding professionals and to be honest, I totally get it. You're already spending money you don't have in a hundred other areas to build up a product or service while the day to day paycheck is little to nothing. Why pay someone to develop a brand if your product or service is already show-stoppingly awesome? All people need to do is use the product or experience your service and then, once they realize how awesome it is, they will become loyal customers and just spread the word! ...right?
While these can be valid points for some, rarely ever does anyone succeed that way in today's market. Too many businesses and organizations don't realize how crucial branding really is to their success until it's too late. Don't be the one that waits until it's too late!
The Importance of Branding
I recently went to a songwriting conference in Nashville and one of my favorite sessions was taught by a man named Tom Jackson. Tom is a live music producer and spends his time helping bands create and rehearse their live show before going on tour.
If you happen to be an artist or musician who performs live regularly, I highly recommend checking him out! You can find him here.
He talked about the various ways an artist communicates with the audience and to my surprise, the actual songs of their performance only make up 15% of the total communication. 15%! Would you like to know what the main form of communication is? Yep, you guessed it: visual. 55% of an artist’s communication with the audience comes from how they visually appear. The remaining 30% is the emotional response they receive from their attendees.
In total, 85% of how an artist communicates with their audience is through their branding - not the songs!
What Can I Do Today To Improve My Branding?
I wrote a booklet called "Web Design Defined" that I send to all my clients and members of Design by Heather Rae. In the booklet, I include a general creative brief that can get you started in building the foundation of your brand.
If you are already a member and have a copy of "Web Design Defined", I challenge you to start filling it out today! If you are not yet a member, I invite you to join and become one today. Not only does the booklet contain a "Creative Brief", it also contains a "Branding Style Board Guide" and a "File Guide" that will help you understand how each branding piece is implemented into your business or organization. (Not to mention, you will get exclusive discounts and be the first to know about client openings.) Click the link below to download "Web Design Defined"!
Yes, I Want The FREE Booklet!
Alright, now its go time!
Fill out the Creative Brief and let me know which questions were the most eye-opening for you. Did you have any “ah-ha!” moments while filling it out? I want to hear about it! Comment below and tell me all about your target market.
I can't wait to connect with you!
- Heather
Heather Brockell is a Web Designer and Copywriter based out of North Dakota, USA. When she isn’t designing websites or writing, she performs as a professional figure skater and singer in ice shows all around the country.
Want to hire Heather to create something magical for your online presence?