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What is Branding and How To Do It Well?
February 16, 2021

Those who know me will understand that I’ve got a passion for good branding as part of my love for marketing. I love seeing good design, whether that is on packaging, a product or on a website. But branding doesn’t just mean what something looks like.

Have you thought about branding in terms of values or company ethos? Branding is about your company as a whole – not only how you portray your business in terms of design, but also how you serve customers, how you write emails and create your social media content.

Branding Tips

Here are 3 top tips to getting your branding right:

1 – Good design

Good design is key to the foundations of a good brand. I know a lot of people create a quick logo themselves in Canva, or on Word, or sketch out an idea, however, branding is so much more than a quick mock-up of your business name and initials. Have you thought about what colours and font to use? Have you thought how it represents your business or who you are? Do people actually ‘get it’ and understand who you are and what you do? A good brand does all that – it is not just a standalone logo.

I’d always consider asking a good designer – and I mean a good one. Even I can create a logo in Canva, but a designer with a track record will be able to help you create that brand, they will get a feel for your business and make a logo that is unique to you and accurately represent you.

I work closely with, and highly recommend, these two designers who work with you to understand your business and deliver your requirements. Feel free to get in touch. Tell them I sent you!

2 – Consistency

The next thing to consider is consistency.  When you create a brand you need to have some guidelines, which state exactly what font and colours you use within your branding to compliment your logo. If you look across all my marketing platforms – from my website to my social media, my email marketing…right down to the font I use on my emails. Everything uses the same font and colours consistently.

This gives the look and feel of a professional business – not one using random colours in strange places and one day they are using Arial and the next using a random script font.

Consistency is key for creating impact and also making your brand stand out and easily recognisable.

3 – Messaging

My next tip is all about messaging. This is where I talk to you about what you tell people and how you portray your business. You need to be clear on who you are and what you do in all your marketing material. Again, it needs to be consistent and clear.

I met someone through networking and every time I saw them, they’d changed their business name and what they did. They had no clear message about who they were and I still don’t know what they do.  It was very confusing.

So, think about your key messages – what are the top things you need to tell people about your business and what you do. Get them right and, again, use them consistently, so your messaging becomes defined, clear and so that everyone understands what you are trying to tell them.

In a nutshell, branding is how your customers see you, not only through your logo, but also the way you speak to them, the way you act and treat them and the way you tell them things through your marketing.

I found this great definition on ‘The Branding Journal’

“A product is what you sell, a brand is the perceived image of the product you sell, and branding is the strategy to create that image.”

If you would to access more Marketing help or know someone who would – feel free to join my ‘Marketing Made Easy With Lisa’ Facebook Group. We are a friendly group sharing knowledge, asking questions and helping each other. Join us!

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