Many people think that a logo is a brand and vice versa. A logo or identity is just a small part of the overall branding of your business or product. It’s often the most recognizable device used to communicate with target audiences; this sometimes means that a logo is often the only element that a lot of businesses concentrate on when rebranding.
Sean O’Bryan, the founder of Think Street, explains it this way: “Today, your brand needs to be an immersive experience – from the point of initial contact right through the sale. You need to create advocates for your business out of each customer, and to do that, you need to make them feel a part of your team. A good brand coupled with a few other tools can do this. But you have to start with a memorable brand.”
The thing to understand is that a brand is the sum of everything that comes into contact with current or potential customers. This includes the logo, stationery, marketing material and websites, signage, vehicles, and even how your staff communicates with your customers.
In short, your brand is the much bigger picture, but the logo is on the front line. A well designed and maintain brand will be the one they remember the next time they require a product or service like yours.
Over time, your brand can start to feel outdated and a little boring. You might have the same logo, website, and business cards since you first started your business. Rebranding can breathe new life into your business by giving you a whole new look and feel.
Your customers will see it, and they’ll feel it. They’ll be more likely to engage with your brand. They’ll want to learn more, and they’ll feel more connected to you and your brand. Plus, you’ll attract new customers. This is why it is so essential that the brand you decide to implement is designed to attract the type of customers that you want.
One of the most critical steps is examining your brand, deciding what makes your company unique, targeting the type of customers you want, and then taking your brand to that market. Let us show you how to implement this step.
To understand how vital brand is for your small business, take a look at the resources Think Street has to offer, or request a free consultation.
Note: This is the second step in an extremely successful 8-step strategy to marketing small businesses we have developed at Think Street. It doesn’t matter if you are a 40-year-old business with 100 employees or an Etsy shop that you run out of your spare bedroom – the steps and methods are the same.