Dragonfly Marketing Magazine Volume 2, Week 18

How to Build a Great Brand

People often struggle to understand what it takes to create a fantastic brand. A couple of weeks ago our article focused on the massive expenses that some companies go to when re-branding themselves (remember BP?). It's obviously ludicrous for a normal company to spend tens of millions of dollars on their brand. So what does it take and how can you achieve it?

Define. Carefully consider what your company is, who you are targeting and how best to get to those people. B2B companies, for example, often require a more toned down image that tends to use a lot of structured identifiers. On the other hand, a beauty salon may require something more youthful and vibrant (think Sorbet). What do you need?

Research. Don't just get some random designs done without really knowing what works. Spend some time on Google discovering what other industry players do, and the pros and cons of each. What lessons can you learn from them?

Professional. Powerpoint does not a good logo make. And just because your niece once did a short course on how to use Illustrator doesn't mean she understands how to create a brand. Get something professional done - you can only create a professional brand with professional work.

Live it. Your brand should be your life (and your employees' lives). Decide what it represents and how that translates into personalities. Should you be fun and funky? Or dress in high-heels and suits? Live what you want your brand to represent and ensure it seeps into everything.
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