At the Blue Wrasse we are keeping things simple, fast, and affordable. When small business owners look at branding business, it’s easy to misinterpret the purpose of the exercise. What does it mean? Getting a logo? Getting a letterhead? A brand does not need to be complicated to succeed – but without a proper brand process, unpredictable results can occur which affect the way your business is presented, organised and received. We help our clients design and develop brands which work as a vehicle for the delivery of their business objectives.
What is a brand?
Superficially you can talk about brand being the ‘personality’ of a business. But brand is a concept with more depth and complexities. For example, in the following phrases,
a) It’s a good brand.
c) It’s well branded.
You can see that brand can be something (a business / a product) but it can also be done to something (a business / a product, etc.) So what is a brand, insofar as it matters to small business?
If you have a business (say you’re selling a product) then you are going to work in an environment. Every business is different and every environment is different. In the environment there are opportunities, competition, customers, stakeholders, challenges, and benefits. The environment may be online, or it may be actual. Knowledge of this environment informs the brand design process. Things like logos, website designs, taglines that express your business are not pulled from thin air – they are informed by the process of exploring your objectives and environment, and creating a rational expression of brand as a result.
Brands need to exist in many different places simultaneously – websites, social media, uniforms, business cards, etc. It’s important to ensure that as the brand is used across these different places that it retains a consistent feel both aesthetically and conceptually. If this isn’t achieved, your customers may have a disjointed experience when they encounter your brand – a negative experience.