What is a Brand?

What is a Brand? Not a Logo!

A brand is certainly not a logo, and don’t be fooled by a graphic designer who says they are a brand expert when they just design logos and brochures, (some maybe marketing experts). Sign companies often say they will brand your business for you when they install signage outside your premises. This is definately not branding, it is actually part of the reinforcement of your Visual Identity which is developed from your Brand.
 
The brand should be almost without fault developed by a marketing expert, someone who can work with you to define who you are to your customers, then create a visual identity alongside a designer to convey the right message to your customers.

So before heading along the route of designing a logo, first decide on your audience and how you wish to be perceived by them. Then create your identity.

As an example I am happy to take you through how I developed my ‘Identity’.

I started the business Arete with the intention of helping Ex- Service Personnel make the transition from Military Service to the Business world, primarily for those looking to start their own business. I identified this as my ideal market as I am Ex-Services, I have Corporate Business Experience at a Senior Level and have started my own businesses. Currently I have been in business over 14 years.
So I started by considering my style / character and tone I wanted to convey. For me I am a very down to earth guy who doesn’t really go much for business speak and hates ‘jargon’
This is where ‘Jargon Free Business Coach’ comes from, despite being very down to earth and able to relate to a wide range of people I wanted the tone to be serious and why I have a reasonably formal visual identity.
The colours I chose came before the visual identity –
Blue for formality and trustworthy.
Orange is a reference to my old Regiment Colour
Brown is a Military type colour that is also in regards to my love of the mountains and Outdoors.

The name for the business is Arete which came about from a reference also to the outdoors. And the desire to reach the top!

An Arete is a ridgeline leading to the top of a hill/mountain. A good metaphor for reaching your goals in life.
Arete is also a concept in ancient Greek thought that, in its most basic sense, refers to “excellence” of any kind—especially a person or thing’s “full realization of potential or inherent function.” Great for Coaching people.

So I had my
*Audience
*Tone
*Colours
*Name
*Tagline

Only at this point did I create an Identity.

After the Visual Identity is created you will then need to start the journey of working on your ‘brand’. It’s an ongoing process and is a key element of the Marketing Departments’ role to ensure you stay consistent with your messaging, connecting with your customers to make certain the experience they have of your business is true to the message. 

Email

lee@arete-ccm.com

Phone Number

+64 021 02480575

Business Hours

When you need help

Office

At your place

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