When it comes to building brands, the problem is, most SME’s believe the brand is not important and look at it like this:

1% their name, 2% their product and 97% their logo.

A bigger logo won’t fix a small brand nor will it make a brand more remarkable. Actually that’s probably a little bit harsh, I think most owners see it as 49% their logo and 50% their product. Now at the beginning, the logo is important as it creates an instant point of recognition, but in truth a great brand can achieve this without displaying their logo, because the feel and look of their imagery and copy is consistent* and creates the same instant connection. The other problem most owners have which they don’t recognise, is they concentrate too much on the product, without ever seeing if there is a market first. They create themselves a “job” developing the product rather than spending time doing marketing, PR and brand awareness.

So, when it comes to building brands I look at it like this:

1% your name; 2% your logo and 97% your story.

So what makes up your brand?

Well it’s how you deliver your story, your values, your goals, your promise, your personality, your actions, your ideas, your honesty, your passion, your achievements, your meaning…

…your customers experience.

So basically, it’s the intangibles within your business that makes your brand.

*consistent is not the same as repetitive

Tags: brand, brand development, branding, company name, logo

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