It’s true that the first thing most people will remember about a brand is the logo; just think of Starbucks or Toyota. However, it’s incorrect to think that the logo creates the brand. It’s actually the other way around; the brand creates the logo.
That’s why rebranding is so much more than a logo update. It could be a repositioning exercise, or an overhaul of the whole brand strategy. The logo change is usually the result of rebranding, rather than the reason.
Branding doesn’t have to be luxurious, though it is still necessary. It could be as common as creating a brand identity guideline, or it could be as complex as a long-term brand strategy. There are also many DIY branding guides you can try online, like our playbook or the free e-book you might have seen on our website. This way, you would be able to start building your brand yourself, all you need is some time and experimentation.
Brands are created to speak to a specified target customer. Everyone has different needs according to many factors like lifestyle, occupation, interests and opinions. It’s easier to talk to a smaller group of people than to yell unheedingly in a noisy crowd. Remember, your competitors are already targeting your customers. You need something attractive and relevant to get their attention and a brand can help you do that.
What creates a brand? Essentially, customer experience and customer perception. Therefore, every part of a company should work in the same direction as to how it wants to be perceived by the customers. Marketing does play a big role in branding, but that doesn’t discount the importance of other parts as well.
That’s where brand agencies can help you quantify your campaign and get you through the process objectively and systematically. You can track results and give credit where it’s due by looking at key metrics from your campaigns. Because ultimately, you want to identify if your branding tactics contribute significantly to the company’s revenue.
Amazon didn’t become the world’s most valuable brand in one year. It happened through consistent but intense branding over more than two decades. Amazon knows the importance of brand visibility, recognition and image. They put their name in almost every product and service (Amazon Prime, Amazon Echo, Amazon Smile). Even their shipping boxes are not exempt from their branding. However, one of Amazon’s strongest points that helped their branding is their customer service that sticks to the brand’s mission and purpose.