Fun fact: the word branding was already used hundreds of years ago. Farmers used to “brand” their animals to be able to identify the owner. And although it was first done to establish a form of ownership (and to avoid theft or confusion), over time it was also a sign for buyers. The branding started to have meaning when it came to quality, trustworthiness and health of the livestock.
Nowadays we know branding as the process of creating the main brand assets. The main concern when it comes to branding is that all the brand elements should match what the company wants to convey. The following main brand assets are part of branding:
All of the brand elements should be in line with their overall strategy and product. For example, the color use of a typical luxury cosmetic brand like Rituals will not fit a fast food company like McDonalds. The font type of a vintage coffee bar would never enforce – but rather break down – a financial service brand like American Express. The key to great branding is consistency. Consistency amongst the branding elements, but also consistency with your company philosophy and vision, your strategy and industry.
When the main brand elements are in place, you want to make sure all the internal and external communication elements match the main brand assets. An example of some brand templates Seventury can develop for your brand:
Could you use some help creating or improving your branding? Don’t hesitate to contact us!
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