Branding in Three Steps

A brand is a convenient handle that encapsulates the tangible and intangible qualities of a person, a project, a product or a business.

Your brand is made up of your Actions, your Beliefs, and your Clothes.

The first two elements are the hardest to identify and communicate. Most businesses gloss over these elements. No wonder most brands come across as lacking in realness and integrity. The last element, essentially your logo, stationery and website, is relatively straightforward. It is easy to be distracted by these tangible manifestations.

  1. Identify your true core Beliefs about what you do.

    Who are you? What is your business about? Why are you in business?

    What are you promising to do for your customers? What is your core value proposition?

    What makes you different from your competitors?
    What would the world miss out on if you did not exist?

  2. Align all your Actions with your beliefs and promises.

    Be yourself. Don’t say things simply because you think that’s what customers want to hear.
    Don’t do something because you think your competitors are doing so.

    Integrity comes from doing what you promise to. It is as simple as that.

  3. Get a professional designer to translate 1 and 2 into an appropriate visual representation. Get some appropriate Clothes made!

    Get feedback from your customers and people who know you and your business. Do the Clothes fit the personality?

    If you can’t afford a professional designer just yet, just use your name, in a non-fancy typeface, as your logo. Keep it real simple. This makes the transition into professionally-designed branding material easier.

Contrary to what many graphic designers will have you believe, your brand is not really about your logo or the colours you use.

People remember you by their engagement with you, not what you were wearing. Enticing promises may well attract their attention, but you need to back them up with actions.

Believing your logo is the whole of your brand is like believing clothes make up the whole person. Think mutton dressed as lamb.

Written by Zern Liew for Eicolab. All rights reserved. This resource has been provided “as-is” and without warranty. Please use it at your own risk. Use is subject to these conditions. If you have found this useful, please send feedback to zern@eicolab.com.au. Check out my blog for more material.