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Here at LMC, we create scroll-stopping, award-winning brands that…
Leave. An. Impression.
But have you ever stopped to think about what makes a brand successful? If asked to name a few iconic brands, we bet it wouldn’t take long for some to spring to mind. Chances are high the names of brands like Coca-Cola, Apple, Target, and Disney would be on your list. Today we are going to look at the elements that help brands like these (and your own) succeed.
- What’s in a Brand?When most people think of a brand the first thing they think of is a logo, but in reality a brand is so much more. A brand is the sum total of all the experiences a person has with your business or organization. Your brand touches everything you do; from the look and feel of your advertising, to the customer service someone receives when they call. These experiences of your business form ideas and feelings in the minds of customers. This is your brand, and it is your opportunity to distinguish yourself from your competitors.
- Brand DevelopmentBrand development is the active process through which you influence how your brand is perceived by your customers. This process involves discovering and crafting the things that define your brand. These typically include visual elements such as logos, typography, colors, and photography, as well as written elements such as brand messaging and marketing materials. When your brand is clearly defined and communicates with a unified voice it will naturally build trust in your customers.
- Brand AssetsThese are the visual building blocks of your brand. Brand assets typically include logos, distinct typefaces, colors, icons, photography, and anything else that will visually represent your brand. We will dive into some of these in more detail later.
- Brand GuidelinesThe brand guidelines are like a handbook to be referenced by anyone creating visual expressions of your brand. This document defines the brand by laying out all of the brand assets and gives instructions for their use.
- LogoThe logo is the face of your brand. The logo serves as the most recognizable visual expression of your business. It will be used to represent your business in all forms of media. Because of this fact, it should be crafted and chosen carefully to best represent the essence of your brand. It must also be functional; able to be used in a wide range of circumstances while still maintaining integrity. A logo typically takes the form of a symbol, a uniquely styled written name, or a combination of the two.
- Typefaces (Fonts)When developing a brand, specific typefaces (also known as fonts) are chosen to reflect the overall personality of the brand. Typefaces come in a nearly infinite variety so it is important to focus and choose only a small handful of styles to represent your brand and stick to them. Selecting a more stylistic font with a stronger personality is recommended for things like headlines where you want to grab attention. A font optimized for legibility at smaller sizes is recommended for larger bodies of text.
- Brand ColorsColor is a vital component of a successful brand. Similar to fonts there are infinite possibilities for color combinations. Several colors should be chosen to complement each other. Together they will make up your brand color palette. When choosing colors to represent your brand it’s important to remember that colors have been proven to elicit certain emotions in people, so be sure to reference some color psychology research before making your choices. This will help ensure that you select colors that evoke feelings beneficial to your brand.
Is your brand missing the mark AND your target audiences?
All of these pieces above should work together, cohesively to create loyal and trusting audiences for your business. Because really… First impressions matter.
Interested in creating a scroll-stopping brand? If this blog hasn’t proved the power of branding, we’re not sure what else could? Let’s collaborate. Let’s create.