Branding Essentials

Branding is no longer just a marketing or advertising industry term; it’s part of popular culture.

Anything can have a brand nowadays—celebrities, television shows, sports teams and even political leaders. However, effective branding is more than just a recognizable face or logo; it requires discipline and insight. No matter what is being branded, it’s important to remember some foundational principles.

one voice

Behind every successful brand is a clear and consistent promise. And every point of contact is an opportunity to communicate that promise.

Think about “Just do it.” It’s more than a logo and a tagline. It’s a look and feel, a brand voice and an attitude all working together to articulate a unique positioning. It’s your employees, your packaging, your advertising and then some.

With so many variables in the brand equation, staying on-brand is a full-time job. You must ensure that every line of copy and every design element fulfill the expectations you have set and sing in perfect harmony.

You must vigorously protect that precious place in the perceptual landscape occupied by your product or service. If you do, you will be rewarded with one of the most powerful competitive advantages available to businesses today—brand recognition.