Archive for September, 2010

Better Business needs Better Branding

Your Brand. It’s talking about you behind your back!

Over the past 6 months, I had the privilege (and challenge) of developing a new brand for an existing division of our business. The process proved once more that ‘the more I learn, the less I realise I knew’!

The Bunbury co-developer of our new brand (see it below), Adam Taylor of Logofolio – pushed my understanding of branding and its power & purpose to new levels. So, at the risk of shirking my column writing responsibilities this month, here is a brief insight into a big discussion.

Your brand has a lot to say about you and your business.  The question is – do you like what it’s saying?

Whether you’re creating a brand for a new business or working with an existing one, you can determine the messages it sends.

But before you start thinking about the colour palettes, font choices, layout, icons, symbols or strap lines that make up brand identity, consider what you want your brand to say – to whom – and how will it be said?

  • What? – Your brand ought to communicate your core point/s of difference, illustrating the core attributes, qualities and connotations associated with your business
  • Who? – Your brand must engage your target audience in a meaningful way. Saying a lot to the wrong people, or saying little to everyone will not engage or begin to build those loyal relationships
  • How? – If you consider what’s important to your target customers and what they want to hear, it is then not hard to determine if your brand is speaking their language.

When you get the What – Who – How sorted, be delighted that your brand is talking about you behind your back – After all that’s its job!

Thanks Adam!

Yours in prosperity and fun

Jeff Austin

Bunbury Business Coach