Building a Brand

The Great British Brand Off

Creating a memorable brand identity is a bit like selecting the right ingredients to the perfect cake. You need to start with getting to know the customer; understanding what defines their business and pinpointing a key proposition, which is necessary to accurately portray their business, what services are on offer, to whom and in what way. This is essential in forming a real customer experience that attaches the ‘feeling’ and ‘emotion’ associated with the most successful brands.

People want to remember a brand for all of the right reasons, and together build a relationship through quality and trust. Visual identity plays a key part in this process, and elements such as colour, composition and typography need to be carefully considered. Having clear guidelines helps to achieve this, to build the strength of recognition and familiarity that people are assured by. Ensuring everything from the paper quality, the tone of voice on the website, to the consistency of the staff uniform is vital in communicating a strong identity, to distinguish it from competing brands.

The ‘look’ and ‘feel’ of the identity is important and needs to reflect how you want your business to be perceived and interpreted by the consumer. People need to be able to empathise with the identity, and understand its values, what it stands for, and what it can offer them. Being unique and offering something that competitors don’t helps you to make your business stand out from the crowd.

Marketing can help catapult a brand into the outside world but relationships with customers have to be nurtured. They are, after all, key in helping to make your brand a success. First impressions are essential, ultimately creating a mind set and opinion that can take a lot to change. If a website makes a bad first impression, chances are that on-line visitors may not return or carry out business with you.

It isn’t just about building an identity and drawing a line underneath it. Maintaining and adapting it to suit the customer’s demands, their environment and changing needs, is essential to ensure longevity. Styles and fashions come and go but keeping the core focus as a business allows us to refresh and excite people with new ways of selling ourselves.

A brand needs to engage with the customer. A good logo helps to ensure a strong identity and instant recognition, but to create a successful brand; timing, practice, trial and error, patience and of course a mix of quality ingredients is needed to create the perfect cake!

If you need some help whipping up your delicious ideas into a successful brand and want to avoid a soggy bottom, then get in touch. Email us at or call us on 01260 281 546.

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