Materialising Brand Power- Creating the perfect brand building strategy
Introduction to brand building
Brand building strategy is magic that brings evident changes and reputation to the business. This article is an overview of the concept of brand building strategy and how it helps businesses. This article will help you wisely utilise brand building strategies to improve your business. In this article, we will be discussing:
- What is Brand building strategy?
- Internet and changes in the customer relationship and online brand building strategy
- The way brand building strategy helps the business
- Components of a promising brand
- Process of developing a good brand
- Managing and communicating the identity of the brand
- Brand building strategy in different markets
- How are designing and brand building strategies related?
What is brand building strategy?
Brand building strategy is a word used by people from different areas differently. Thus people take different meanings with different usage. Thus, it will be wise for us to start with the very definition of the phrase brand building strategy. A good understanding of the word will help us grasp the concept more effectively.
Brand refers to associations like the name, term, product, symbol, or any other feature associated with a single organisation or individual, their product or service, etc. The association will be purely intentional. They implement it through intensive marketing. The company may entrust the process to some people or firms specialising in brand building strategy. Brand building strategy is done outside the company but intentionally and completely for the company. For brand building strategy example, a negative or even a not-so-good press review of a product will bring a bigger negative impact on the people, and there will be a negative impact. To make the idea clear, let us take the case of Coca-Cola.
Once, the Executive of Coca-Cola said that the company would survive, even if it lost all of its assets. But it cannot survive if the people consumers suddenly have a memory loss and if they forget everything about coca-cola.
This shows the importance of the process of brand building strategy. Among many other soft and similar drinks, Coca-Cola is a soft drink in the market. But coca-cola the brand is too unique that people cannot replace it with another drink.
Branding and Brand building strategy
In a certain way, a brand is associated with and perceived by people and their minds. If this helps improve the business, then it is brand building strategy. In brand-building strategy, the associations will have a strong and direct influence on business performance. If applied in the proper formula, brand building strategy can bring great changes like global recognition and the market for the business.
Many factors influence brand building like marketing, advertising, the overall culture of the brand, and the associated colour of the brand. Thus, brand-building marketing strategies can help you boost your business to a new level. However, any individual or organisation cannot fully possess control of the brand. Many factors out of control will be responsible for the impact of the brand and its associated image. The way of brand building strategy also differs with the target audience, the sector, the product or service, etc. However, the very basics of establishing a brand are the same everywhere.
Changing of Brands
For a few decades, the world has been going through changes that have shaken the world of communication. Consumers have become more vocal in every area with easy access to every information regarding every means of communication. The brands must be very aware of these and always be wise enough to deal with vocal customers. They have to be very careful about the spread of any information about the brand by the customers. Also, a brand's reaction to any happening is important in today's scenario. Quick response with less thinking may have aftereffects.
A delayed response may have its aftereffects as well, in some other way. There are common trends among brands that make them more popular than others. The latest tactic that most promising brands use is to tackle the customers. Brand building strategy has much more become working for the customers than marketing and advertising the product or the service.
Some industry examples
Coco-Cola dominated all brands for 13 years up to 2013 in the list of Brand Influential listings. It is no wonder that in 2013, Apple and Google took number one and two positions. Experts find two major reasons behind this. One, both were firmly rooted in technological innovation. Two,h these services make human life way easier and good to go.
Apple made an irreversible space in the global market, which has helped them become that global giant. Apple did not develop the iPod and iPhone in a day. The invention or development of the iPod and iPhone resulted from a very arduous task for the developers to get to that point where they created a revolution in the services provided. The result of the thought had become so successful with no loopholes and no other models for comparison.
In the case of Google, the search services have given immense popularity that no one can replace. Google attempts to develop hardware products, but the brand has earned what it has only through primarily search services.
Apple and Google intensively focused on giving the best service to the customers through some means. They had a brand-building strategy which was great for brand building. They had a very quick response team that could maintain the best relationship with the customers.
However, Coco-Cola has been able to cope with the situation very well by taking steps that are in demand for the era and thus built a good connection with the customers. The 'share a coke' campaign that allowed the users to get a bottle of coke with their name on it was an exemplary step for the company to get involved with their customers.
The necessity of a Brand
Brands allow the organisation or the service to stay unique from the competitors. They will give you value and ease customer relationships to a great extent.
Through brand building strategy, what is done is to highlight the unique factors of that particular brand. What makes it different? Why should a customer choose this, particularly without choosing anything else? Brand building strategy brings out all these factors and makes that particular product or service unique. Too unique so that there will be no competitors for the product. The branded one will stay unique in the market and not be just one among many. The brand will also, in some way, create an emotional connection with the customers. The customers will incline the business product as it has emotionally affected them. The judgment of the product is unique, and the emotional attachment gives the product or service a specific space in the market.
Many brands have taken a bold act to step out of the conventional mages and colours. For brand building strategy example, Rachel's organic butter was the first to come with a black-coloured cover. This happened when people couldn't even think of a colour other than green, yellow, or golden. However, that brave step has helped the butter to become not unique but prominent among its competitors.
People usually tend to pay more for branded products than for those unbranded. However, offers and other discount schemes from branded products are what people are looking for eagerly in the case of any brand.
However, some brands provide low-cost products that can still create their own space in the market. Tesco, which started as a supermarket, is a brand building strategy example. Now Tesco has branded itself in many areas with reasonable rates and can still enjoy the space of a branded organisation.
The diversification of products in a brand can have positive and negative impacts. The second and different product from a highly established product will probably be able to enjoy the added value of the product. People will love the second product as they love the first one. On the other hand, this can also hurt the product. For brand building strategy example, suppose the customers are unhappy with the brand's first product. In that case, they will surely be prejudiced about the second one, even if it is different.
Customer relation is very much important for any business. Brand building strategy makes customer relations more intensive and highly emotional.
The launch of the iPod by Apple had a great impact on the emotions of all who love music. Apple got a very good impact on the entertainment industry with the launch of the iPod. Apple gradually but efficiently moved to the world of big-screen and symphony. Rather than doing business in computer hardware, Apple stayed strong in those areas where common people could easily connect. With the introduction of the iPod and iPhone and the App Store, Apple made the world more easily accessible to laypeople all around the globe. The impact of the brand was so much that the consumers were into the brand after their association.
Major Components of good brands
Any major brand building strategy, much successful, will have four major pillars. We will take a look at them which are usually the reasons for the success of any major brand.
Defining the Brand
A brand needs to be defined. Be it introducing a new brand or just an old brand renovation, one must evaluate the current status first. For this process, one shall consider the following things. Answer the questions about the following factors will help you get a clear picture of what you should do.
The idea of the brand:
The idea is the very soul of the business. This is what the brand or the business is. This is where the uniqueness of the business is present. The methodology of the business, the expected result, etc., should be and will be connected with the very idea of the business.
The whole of the brand revolves around the big idea itself. Without the brand, there will be only plain activities. Brand building strategy informs everything about the service or product of the business. This will include everything like the logo, the design, the appearance of the outlets, if any, the staff uniforms, the overall colour tone, etc. and brings the whole business under an umbrella.
The brand builder must be very wise and careful to reach such an idea. The product or service, the target audience, etc., has to be seriously considered while working on an idea. The current market has to be vigorously studied. The scope of the market and the upcoming trends have to be analysed well. Find the gaps in the market. This will help you in every way to stand out and make your brand unique. The advice of a management consultant will be highly beneficial in this process. A good design consultancy will be able to give a good face for the brand new or already existing.
After getting an idea, it is easy to apply it practically. The proper presentation of these ideas decides the success of these brands. This will ensure a good understanding of the brand among the people like the staff. This will also give a clear idea of the brand to the customers. They will, however, expect the brand as well. Altogether, the idea is what defines the brand.
The IKEA Idea
Many brands have come up with mind-blowing ideas as a part of brand building strategy. IKEA is one such brand. The basic concept of the brand was that everyone deserves and is eligible for the prettiest designs. The idea of the brand was to replace every house with the finely designed products of IKEA and has been very successful in doing campaigns related to such ideas. They had the idea of beautiful products at reasonable products affordable for all.
The core theme of the brand idea was providing it for all. IKEA home parties and the idea of the brand to come up with pictures of their original happy customers on IKEA products has had a great impact on them in the market. By 2013, IKEA was so much into the customers that they opened shops in nooks and corners with customised designs for every area.
Each of the IKEA products has a unique name. Customers have access to the warehouses where they select products, looking at everything. This also helps them with cost-cutting. This is also to teach that there is no need for specialised service. Still, everyone has the right to beautiful designs.
These ideas that brought to a whole new level was from their CEO Peter Agnefjall. His expertise in the brand building was an eye-opening moment for the global market.
Vision is where you place yourself as a brand in the future. One generates vision by considering future possibilities. A vision can be very broad and vast. If the product is usual, the vision will be to serve it entirely differently so that the people perceive it uniquely.
Often what corporate brands do is give a vision that is not really to the point and practical. However, it will always be well and good if you speak the most possible and promising things through the vision. Being practical in your vision will also help you answer your problems. If you have a clear idea, it will be easy to get through the problems and develop a good vision.
The vision of Microsoft is a perfect brand building strategy example. They had claimed a vision to establish a computer culture with the commoner in the earlier days. In addition, they were in a plan to make computers so popular by making them reach every household and office, which they can do right now. They are teaching technology to common people so that it helps them make their lives easier.
The point to note here is that the team had such a vision in their earlier days. However, they started manufacturing computers only in the year 2013. They had a foreseen vision that they could track the market trends properly, and they had a place in mind for themselves. However, they had started with just providing software and operating systems.
Microsoft has taken up the market so strong that almost all the PC's come with Windows inbuilt. The impact of Microsoft was so strong that people were unaware of many existing operating systems other than Windows.
Values are what a brand represents. This is a term often used in the area. This is an aspect considered on how the people look at your brand or their attitude towards it. One can showcase the value side of your brand either in detail or not. You should be very careful while choosing your values and communicating them with others because this can affect you in several ways.
However, what usually happens is that most companies have the same values in them always. This has been found and proved in many surveys. The most common ones are:
- Usually, the empowering factor.
- The frankness.
- Being flexible.
- The no-compromise attitude to quality.
- Respect for individuals.
- Innovative ideas.
- Being responsible.
- Being fair and good.
- The passion for serving.
- The team spirit and pride.
Every organisation has its values. But communicating the values makes the difference. Some are much vocal about their values, whereas some are not. But being vocal about the values is important. Because people will not be able to know about it otherwise, also, the values that you stand for should be reasonable. This should also be in connection with the functioning of your organisation. The design will have to play a good role here. They will be able to help you communicate the values properly through the designs. This may be through the way of manufacturing or way of rendering service. Or the designs or the advertisements as a whole.
The Burberry Story
Burberry was a celebrated brand of raincoats that were there all around the globe. They had every fashion product, including clothes, bags, accessories, footwear, etc. Burberry had a declining graph later when customers worldwide started getting disappointing experiences with their products. The gradual diminishing graph took a sudden change with the entry of Angela Aherndts, the new CEO. The company's turnover rose from 883.7 million pounds in 2006 to 2228 million pounds in 2012. The major change brought by the new CEO was that she strictly stuck to the policy of restoring the quality of products worldwide. The baggage that had started to attach to the products was not present. One appointed a new creative director and was responsible for looking into the brand identity worldwide.
The brand's personality is crucial because the target audience will perceive you based on your company's personality. One should deliver the idea of the brand, the values, and the vision of the brand to the audience. This very way is the personality of your company. The pace of the presentation, the language, the attitude, etc., are brand-building strategy examples.
The personality may be formal or informal. The personality should be on par with the type of product or service. As brand building strategy examples, the language or the tone cannot be serious or formal if your target audience is children.
Please take note that the company's personality has no connection with the persons in the company. For small organisations, the culture's values will often depend on the people involved.
Some factors influence the personality of the company. Let us see how you can control them.
Graphic Designing: The overall look and feel of every related visual. The very, very visual of the brand.
The vocal tone: while coming up with a brand or associating with a brand, you will have to be vocal on many things. The tone of the voice is crucial as it impacts people's responses to you. You have to think very seriously about whether to be formal or informal.
Dialogue: The role of the customers, the outsiders in the organisation. Whether to involve them and their ideas in the organisation or not? Would you hear and listen to them?
The way the organisation deals with the customers. One should train the customer service staff as well. How and what sort of customer care or service are they providing?
With the expansion and growth of the companies from the initial level, there will be gradual changes in the personality. It will influence the firm's overall culture, which may differ from what the founders might have envisioned.
Only a few years back, in John Smith's Brewery, Bitter had a revolutionary act in its brand by giving a makeover to its personality. The no non-sense campaign of the John Smiths extra smooth wine had a good impact, with the no non-sense cardboard man. The company started to use the strapline of no-nonsense in every external communication. This has brought a good impact on the brand as a whole. Later the entry of Peter Kay to the team in the year 2002 was a wise decision as well.
All these elements and their proper approach and implementation together will give a clear picture of the brand. You will also get an understanding of how outsiders perceive the brand.
You will have to start with the ideation process. Once you finish with your idea, you can set up the brand's vision, values, and personality in no time. Only after this will you have to think about hiring promising designers who will make these things real.
Tips on proper Brand Management
Once you have a clear idea of the brand, the first thing to consider is the proper communication with the exact thoughts. There is a high risk of losing thoughts on the way, the understanding of the designer, etc. After this, you can also consider managing the same over a large period.
Techniques of Brand Communication
Storytelling is the most common and popular way of communicating a brand with the audience. This will help paint the brand's exact picture to the audience.
However, the story will include the product or service, the story of origin, where it was, where it is, and where it will be over time.
Sheffield Meat businessman John Crawshaw has kept the peculiarity of hand-picking the meat for sale. This has been depicted in the company's logo, which has had a good impact compared with the parallel meat sellers. The logo had the drawing of a butcher holding a huge piece of meat over his shoulder.
There should be intense credibility for the offering from the company. Suppose you have established a specific area of service or a specific product. In that case, it will be difficult for the customers to accept it when you change from this. So, One should take such steps wisely with utmost care. Yorkshire Flowerpots are well-accepted ones with a good guarantee period. They were very much similar and closely related to the Naylor drainage company. But before the success of the Yorkshire flower pots, when the company was well established as Naylor, they started the flower pot business under the same name. The people could not accept it as the names were similar for the two products. The name change, retaining the same tone and feel, made it successful.
Differentiation means being able to stand out in comparison with the others. One should well showcase the uniqueness of the brand. This will help in every way to get through the competitors well.
Hilti- a construction firm, has showcased itself in a very different way to the public. When most construction firms usually depicted pictures of huge and beautiful buildings, Hilti took an emotional approach with the pictures o their employees holding Hilti tools. This was a different approach and had a good influence on the target audience and the public.
How a brand engages with its customer creates a space for the brand. The challenge is to present yourself by positively choosing the right tone so the listeners cannot ignore you. Be yourself credible and to the point.
At the beginning of the burgeoned growth of the mobile phone industry, when BT Cell net, T Mobile, etc., were in the market, orange was introduced. Everything about orange, including the name and the attitude where different. They had a super positive attitude which was not technological but emotional. This gave a good market space for oranges. They were different from the competitors, so the customers could not think about anyone else.
Orange has always taken an approach that gets close to the customers individually. The 20018 campaign of the company with many famous personalities is a brand building strategy example. The selection of the people in the campaign was also a clever one. They have been portrayed in a way that closely sticks to their identity. Also, this brings a feeling of secure individualism to everyone.
When the other mobile companies stressed the plans, offers and discounts, orange created an emotional attachment to the people. They could create a space and get close to the customers without mentioning their mobile company and deals.
Maybe about half of the organisations have more than one service. There are organised into different sections internally. One will do the work in each category separately internally. However, outside customers will not be able to understand the many products and services. So, the brand should be able to showcase the same well so that the customers have a clear understanding of the same. One should neatly organise the goods and services to understand the customers better. The way of understanding may be the same as the internal organising, or it can be different for the easy understanding of the customers.
The investment in brands will be more worthwhile and efficient if the products or services are logical. Many world-famous brands have been confined to a few products after giving a huge launch with many numbers of products. For brand building strategy example, Challs- is a household cleaning products manufacturer.
Brand Expansion and More than one brand
To think about a brand and introduce one is a very serious task. There should be a vast thought about the brand. The brand may grow to innumerable heights. There may be many more additions to the products and services from its day of starting. It will be a great decision to decide and design a brand that has no obstacles to growing without boundaries. Be it in the design or name of the brand. A room for change and development should be left when deciding on a brand.
Brand Expansion is an expansion of the same brand to different areas. For brand building strategy example, a milk company once may expand itself with milk products and other ready-to-eat products out of milk. A clothing company may add jewellery and accessories to its business. If the expansion and diversification are done under the same name, it is Brand expansion. The brand and the tone do not change but are just expanding to more areas.
However, brand expansion will not be a good choice always. Suppose a brand is associated with something, and the company moves to an entirely different business with the same brand. In that case, the customers will find it very difficult to cope with the same name. For brand building strategy example, take the case of the Naylors, the drainage cleaning company and their Flower pots Yorkshire. They are two different brands from the same company. This is a brand building strategy example of multiple brands. There are two different and appropriate brands from the same company for different businesses.
This happens when a particular brand gets to create a new brand but is still totally perceived as an endorsement of the previous brand, which is the parent one. This is not intentional, but this happens on the way it is getting registered with the customers. A perfect brand building strategy example would be Playstation, which we all refer to as Sony Playstation. Though it has all the elements to register itself as a brand, it gt endorsed by the mother brand.
Rejuvenating your brand
However successful a brand is, one should keep revising it and rejuvenating it. Only this will give a fresh feeling to the customers. The brand itself should go with the change with all necessary modifications. As we say, people will lose interest after some time. Competitors will be popping out regularly. It is not easy or practical to change the brand in this situation. The only thing we shall do is rejuvenate the brand and always bring in a fresh feeling. All the renowned companies are into the practice of doing this. This is a not-so-costly but cost-effective way of staying strong in the market.
Coco-cola has been doing this on a long note. They come up with changes in designs, changes in the straplines, and many new campaigns. They are an established brand but still gives room for change and welcomes new ideas and thoughts, hoping for the best.
Also, suppose there is some aspect you are not happy about in your brand. In that case, you can change this while maintaining the foundations themselves. Changes will always make you fresh, and the customers will take you to be relevant.
Nomenclature of the Brand
Brand names are so important that this is what will be there for the customers and the public always. One will express your brand's overall tone and attitude through the brand name. While naming the brand, keep these in mind. A very developed vision with values through a good idea will be a flop if the name is not up to the mark.
The name should be unique, and there should not be other brands with the same name. This is very important. It would be good to choose a brand name from others. It should not be similar in terms of name to other similar brands.
Usually, brand names are of a few types. The classification is based on certain attributes. Let us check it out
1. Descriptive: Example Easyjet, which intends to say that it makes flying in the plane easily. AA for Automobile Association - which is exclusively for motorists. Descriptive Brand names describe the brand as such.
2. Evocative: They are not that creative brand names. They are associated with the product or service or some speciality of the product or service. Examples as Innocent for the natural purity of Juice, LinkedIn for the connections
3. Abstract: Abstract Brand names have no connection with the type of business they do. One will not be able to understand anything about the business from the brand name. For brand building strategy example - Samsung, which means three stars.
Consistency in brand building strategy
Consistency plays an important role in brand building strategy. This is to ensure uniformity throughout the business everywhere. Without consistency, the brand is of no use. Consistency will bring things under a single head with less or no confusion.
At times brands also choose different ways to accept the contributions from outsiders and combine them to form something different. But they will always have a brand frame, which they will stick to as a single brand. The London Olympics logo in the year 2012 was a similar one. This happens when brands aren't that strict about changes.
Brand Evolution v/s Brand Revolution
Rejuvenating a brand can be of two types—one, the proper evolution of the brand, and two, the brand's revolution. In simple words, evolution is for already established brands. Revolution is for brands that are yet to be well established.
As mentioned earlier, change is inevitable for every brand, and that has to happen in some way or the other. However, for some brands, for some time, the change will be a necessity. An overall makeover would be necessary for a brand that has not been able to get a market space. Or for a brand cannot make a profit or get good customer support. It isn't a problem here, even if the customers forget the previous things. The aim is to develop something that gets registered in people's minds and does not forget. This major changes to a brand are the brand revolution. Brand revolution makes the brand successful, which is not yet successful.
In the case of evolution, the brand is already an established one. There will be good customer support and huge market space for the brand. Just for giving some changes, small changes have to be made. One will do this by sustaining everything successful about the brand because the customers have already fallen for the brand. A major change from the same may sometimes make them feel messed up. However, there is a scope for growth and progress in every business at every stage. Evolution is a part of that growth and progress.
The condom manufacturer was initially representing themselves as just condoms. Later they took a chance and started representing themselves not just as people who sell condoms but as a team looking into the well-being and health of the people. This was an evolution, ad the brand was able to keep itself fresh for a long time.
The brand went through a similar revolution: Lucozade was an energy source for unwell and sick people. It had a good impact initially. But later, the company, at some point, started losing its profit. The company owners managed to overcome the situation by changing the target customers. The company re-implemented the product claiming that it is a good add-on for energy for athletes. This gave a facelift to the company with a huge rise in profit. The advertising campaign they gave was an added advantage for the public to easily get to know about the same. This is also a great brand building strategy example of a successful brand building strategy.
Brand building strategy in Different Sectors
Brand building strategy is different for different sectors of business. Let us peep into the major differences in brand building strategy for various sectors.
Brand building strategy for Start-ups
Start-up brands are challenger brands. They have a huge opportunity in front of them. They are free to take any risk and have the golden chance of making most of their profit. The start-up can do a vigorous market study and find the gaps and the possibilities for improvement. The start-up can also deeply analyse the competitors and start with a strong answer. Once you have started, it will be very difficult to change as there will be something to lose over time. While a start-up, there is a chance to develop any new idea. Also, the start-up brand has to be challenging for others. Otherwise, it will be difficult to sustain in the market if it is usual.
The start-up business is usually a very flexible one. It is a fresh start and nothing to lose; it can take up new ideas without pressure. Also, if successful, the cost of a huge breakthrough from the first effort is low-cost and cost-effective.
Gu was a challenging and different start-up brand with black and white packaging for desserts, making it one of its kind. The name and the packaging were catchy and different. This was far away from conventional dessert brands and businesses. The design has helped it to stay unique in the supermarket. The name has been an always memorable one as well.
Brand building strategy for Public Sector
Brand building strategy for the public sector is way more different from brand building strategy for commercials rather than being appealing and attractive. Or being on low price and with offers, what concerns the Public Sector is that the information is accurate, and the service is trustworthy. There is no need to stand out in the market. But have to be just credible with what you have. Thus the design and the tone should mainly focus on being just and accurate. Communication everything important through the brand should be the focus always. Also, the way of communication should be way more straight comparatively.
There will be many associations with different parties in the public sector. While brand building strategy, these associations should not pop out. The elements of association or connection will lead to a biased approach from the public. This may also create some sort of communication among the people. So better be straight, clear free of any ambiguities. It is always better to keep away the logos of the stakeholders.
Brand building strategy for Service Companies:
These are companies that have a service to offer to the public. The very delivery of the service is what should be branded and showcased. The log, the design, the tone, and the voice are all secondary. Brand building strategy for Service Companies means training the brand's staff so that there is a culture and a special way of service evolved. The idea, values, tone, and design are all reflected through the very service they offer to the public.
These companies should ensure that the service staff is very well aware of the brand building. Or else, if the brand is offering something and the staff doesn't know about the same. There is a high risk of the brand losing its credibility. One should train the staff intensely to deliver the same.
The brand First Direct was the one that was first with the 24*7 banking service. They had a clear intention to make the potential customers know about their service to use it.
They achieved this by taking a bold step in recruiting people who are skilled customer-serving men. The banking experience was secondary. The company made a wise decision to ensure that they were exactly delivering what they had promised to deliver.
Brand building strategy targeting other business
Many brands provide goods and services to other business groups rather than the public. Here we have been discussing brands that are aimed at the public. However, the basics of a brand's success have no major differences from these businesses. However, businesses aiming at other firms will have the same challenges as others. There will be competitors in the market, already established brands in the same area, etc. So they have to do the exact brand building strategy to stay unique and make a profit out of business.
Meghan Designs started having hard times in the business after 2000. The overall look and tone of the designs got outdated; they also started facing strong competition in the market. The mechanical handrail industry had a major comeback with a strong brand building strategy. It was a precise, simple, and highly appealing way of brand building strategy. It also could communicate over a wide range of areas.
The design elements in brand building strategy
A brand is everything associated with a business. This could be any associating element that people think of in connection with the brand.
Many have a misunderstanding that a logo is what a brand means. This is not the case. A brand is not a logo. The logo is only a part of the brand. Designers are the ones who often get messed up with this misconception. However, the logo is a major part of the brand. It is the most recognised element of the brand. This is what most people see as a representation of the brand.
One need not complicate logos. They can be simple, but they should be relatable.
The design element, especially the creativity in the design element, is very much important in the case of a brand. Designs are a translation of the idea used for communication with the target audience. Designing is a very complex and hard-worked process. The designers will have to consider many elements before finalising the design. Many think that it is aesthetic beauty, which is not the case.
The most important elements while designing a brand are the brand's colour, the brand's name, the materials, the shape of the brand, the sound, the illustration, the typography, and the overall environment. Once the brand building strategy is done and handed over to the organisation, they can use it again in the future for references on the design, the vision and values, and most importantly, the big idea. This will ensure consistency.
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