Pre-Building Relationships

Pre-Building Relationships: that’s what branding is all about. And the fastest way to build relatability is through short YouTube or Vimeo clips. Videos engage one of the most senses simultaneously. Future clients arrive at hear your voice, see your smile, and understand where you’re coming from even if they don’t remember your exact words.

Because the entrepreneur- you have the control. It’s not live stage performance, its video and no one knows or cares what number of takes it takes. So set yourself apart and commence building brand today. Celia Taylor-Principal

What is a brand?

A brand name is a name, term, symbol, design or possibly a combination of these utilised by an organisation to identify it or its products as unique from others. It represents an identity and signal, communicating many messages for the market.

Therefore, brand identity is its 'personality' in context of your target market. In other words, it's a brand's characteristics as sees through the market. Every business has one, even though some are more subtle and others are very in-your-face.

It's very important to get a brand's success to have a solid, well supported identity because it allows the target market to relate with it. People are emotional beings and this comes across in their buyer behaviour, thus, if a business wants their product to interest a certain customer, the identity of the brand must offer a relevant characteristic that's pleasing and favourable for many years.

For example, popular cola soda pops run intensive branding campaigns making use of their product on the beach with folks enjoying summer, with all the intention that their brand can be associated with 'fun times' and 'enjoyable experiences with friends'. This trait, which can be an element of brand identity, means that customers will recognise a relatable characteristic, and associate their happy emotions having a product that naturally leads to that situation.

Five Dimensions Of Brand Personality

Research in to the marketing and psychological areas of branding date back for the 60s, 70s and 80s, and identify five main brand personality traits, known as 'The Big Five', which encapsulate the principle categories of identity.

How a consumer interprets all brand messaging is the place a brand identity is defined, and the definition has a tendency to focus on one of the following traits.

(1) Sincerity

Down-to-earth, genuine, honest, and cozy.

(2) Excitement

Exhilaration, adrenaline, fun, stimulating and sporting.

(3) Competence

Reliable, trustworthy, successful and intelligent.

(4) Sophistication

Upper class, cultured, charming and posh.

(5) Ruggedness

Outdoorsy, tough and strong.

Regardless of which category, a brandname identity can significantly impact a customer's interaction and emotional experience of a specific product or organisation.

How To Develop A Brand Identity

A presence of a business, a product or brand functions very much like that of a person. When you think of a person, kinds off all of the qualities they have that come across for you when you interact with them. For example, witty, smart, fun, outgoing, frustrating, etc. These qualities might be both negative and positive, and how you were able to visit the conclusion of these adjectives is based on how you've interpreted the signals they projected through their actions. For instance, you would label someone as fun, because they shared an experience with you that you enjoyed, or label someone as frustrating given that they were difficult to get in addition to.

It works the same with a brand. The best way to establish, uncover and promote a brandname identity is to begin describing the characteristics and traits that come to mind. Then you (as the owner of that brand) must leverage messages and actions which work as signals to the target consumers to allow them to discover and interpret those characteristics and relate your brand to the people traits.


Branding Elements

Branding elements include the physical identifiers of a brand, for example design, images, colours, font, name, shaping, spacing and so forth. Consistency is key here: after you establish your traits, as discussed above, the way in which your brand physically exists have to be consistent with the characteristics you would like to portray.

For example, if you want a sporty, exciting brand, you might lean towards brighter colours, modern fonts and chic logos, as opposed to, say, a conservative fashion brand that might choose a more formal name, a cleaner font, a much more conservative colour palette, etc.

Customers are very intuitive, and so, brand identity and the associated branding elements has to be planned very carefully to make sure that they both sync such that the correct messages are successfully and easily interpreted from the market.

Using A Voice

A 'voice' with this branding context means entire suite of communication tools used to promote the brand identity and elements, above, to the market. Basically, it's the way you speak and talk with your audience and just how they relate to this.

This can be the colouring, layout and words utilized on a website, the music and sound over a radio commercial, or perhaps the images featured over a print advert.


Again, consistency is vital here. It's very necessary that the voice matches the functions and traits originally established to the brand, so that the audience isn't the victim of mixed or conflicting messages.

Write A Branding Guidelines Document

A 'branding guidelines' is a document where all the branding elements, identity and voice are clearly constructed in detail. It provides the 'go-to' guide regarding everything of a brand, from design, exact colours, tone, images, sizing, backgrounds, tag lines and fix use.

As mentioned above, for the successful brand and strong identity, consistency is the vital thing so that the audiences are not receiving mixed messages or incorrect signals. The marketplace is already cluttered with noise, so it's very important that a business sharpens their message to get so specific any time a customer interacts, they interpret what it's all about positively and correctly.

A branding guidelines document helps to ensure that all of the branding can be used correctly so that the entire marketing efforts are heading in one, uniform direction effectively. Creating this document easily accessible internally in just a business ensures that everyone working on promoting the brand is doing so in the correct manner.

Watch has, or must have, a distinct and unique identity rendering it appealing to their customers, also it lies in a solid branding program to ensuring your brand's personality stands apart from the crowd.