- More than a name or logo
- All the combined impressions and experiences associated with a particular company, good or service
- Something consumers relate to on rational and emotional levels
- The following elements work together to project a consistent image and are instantly recognizable.
- Name – words, letters, or numbers that can be spoken
- Symbols or logos used with the name on promotional products – cannot be spoken
- Trade characters or personified symbols may also be used
A Brand is Built Around Values:
- Characteristics and values represent what a business or product stands for.
- These “intangibles” connect with consumers in a meaningful way.
- Brand cues remind consumers of values and qualities.
- Brand personality is the essence of the brand and encompasses values and emotional connections.
Customer’s Total Experience:
- Touch Points – Opportunities to connect with customers and reinforce brand values
- Every business – large and small – is a brand with touch points
- The brand promise must deliver on consumer expectations
Levels of brand Loyalty:
- Brand recognition: Consumers identify your product or service
- Brand preference: prefer a particular but will buy another if it is not available
- Brand insistence: positively want one brand and one brand only
- Requires businesses to incorporate international considerations
- Requires names that translate into other languages
- Requires sensitivity to customs, cultures, and values
- May even require changes to actual product itself
- May use product extensions
Challenges that the Internet has provided:
- Limited customer interaction, less loyalty, makes building brand on the internet more difficult
- More time spent researching/comparing products than buying
- Innovation and first-rate customer service needed
- Strong, established brands don’t need to spend lots of money to attract people
- Brand is a requirement for Internet businesses
Now that you have an idea that a brand is much more than a logo, it’s time to focus on the design part. The examples we have for you below are on point. The following companies have done an incredible job at monetizing and setting the tone for their brand. As you plan out to create a logo, think about how it will be used. Will it be used on social networks, websites, packaging, business cards, stickers, clothing, pens, USB’s, engraved on products, CD’s, notebooks, and any other things? You need to plan things out, because the colors will be different. Online you will most likely use RBG colors for the logo, while on packaging, business, cards, letter head, and other printing materials will be CMYK. This is a vital part of the process, because if you use lets say an extra bright green it will not be bright at all when printed. For more color decision making and help, check out our useful collection of color tools for designers.
Atlanta web design – Atlanta Graphic Design offers Graphic design, web design and website development, full color printing, and marketing services for your brand.