Hmm… Is it just your name and your logo? Some may see it that way but I don’t. I think it’s every single thing that will affect how your consumer will perceive your product or service.
There are visible elements of a brand which include colours, fonts, symbols and overall designs style, but a brand also encompasses the qualities, values and experiences that your customers associate with your business. These can be communicated through the visual elements of your brand but they can also resonate through chosen language, on site experience and design, service, marketing campaigns, PR and many of these not so obvious factors.
All these together identify and distinguish the ‘brand’ in your customers mind and they must and can knit together in such a way so as to create smooth transitions between the individual and separate experiences your customers may have of your brand over time.
I think it’s actually easier to do this as an SME because there are less people involved and less to control! I do hear you shouting, “Yes, but our budgets are less” – with less to control that shouldn’t be a problem! We can help with ensuring the visual side of things knits together with the other key elements.
Posted by Sara Brown, 01/09/08
