Be Purposeful – by Conrad Frankowski
What do you think about your branding? Is your brand consistent and purposeful or has it been left alone to evolve into its default mode? Do you like your brand and more importantly, do people recognise your brand? Keep reading...
First of all, what is branding? Well, in theory branding is “Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." All well and good but not good enough. Brand is an identity of your products and services. It’s like a living being, it evolves, changes, ages and sometimes dies. And to clear the biggest misconception of our times...
Branding is my logo... Isn’t it?
Hmm, let me think a sec... No! Branding starts with your logo, but incorporates a lot more than that. Your branding covers every aspect of your business - your logo, stationery, online presence, uniforms, product packaging, company cars – you name it. And if you’re a one-man band and don’t need all these fancy things, remember that YOU are a brand. The way you look, speak and smell is part of your branding strategy – that’s how far branding goes.
Uniqueness is the selling point of modern business and people don’t buy your products but they buy you. Maybe “buy” is not a good word but they “invest” not in your product or service, but in “You” as a brand that gained their trust. In the end of the day you are an individual and personal branding is the best solution for you. Personal branding makes you instantly recognisable: like a corporate brand, it packages you. From your career, to your appearance, to your accent - it all becomes a part of your personal brand. Even your tiny flaws, make them work for the advantage of your brand!
What does branding do?
Well, in fact it does a lot of things. Creates a professional presentation (or not) and shows that your business is serious about being in business, or that you’ve thrown a few things together hoping it will make you some money.
But seriously, the most important function of your branding is to create an image in the mind of the potential client, so that when they see your product or logo around, they will possibly have some brand recognition, and people will also remember a unique “message” you try to convey. When they next need your product, that “image” will be what pops into their heads well and truly before your name! And do you know why? Because your clients need to know that they can trust you and your brand.
Make your brand purposeful!
In the world of marketing we talk about two different types of branding. Purposeful branding and branding by default.
Branding by default is basically throwing some marketing ideas together, buying a logo and hoping that will “happen and evolve” to the level where it makes money and people remember about it. If you want to give your business the best chance to have a “unique image” that will help sell your product or service, a professional image and something that will stick in the minds of consumers giving you the best possible chance of success then you need to be purposeful about your branding. You need to find the branding solutions suitable for your business and in line with your business strategy. If you’re a small business, well known within the local community, don’t go for a massive corporate look. Your clients will feel cheated. They won’t buy it thinking “Hey, he’s ain’t one of us anymore and probably looking for an opportunity to stitch us!”
But remember, your brand is always YOUR brand. It will reflect on your business and on many occasions on you as an individual. Invest your time and money, call for re-enforcements, keep asking question and for God sake, make it work! Don’t leave your brand default, don’t settle for mediocrity. Make it count, make it to have purpose. And we all want to have a purpose, don’t we?
Conrad Frankowski is a Creative and Managing Director at Kreative Factory Ltd., Kidderminster-based creative agency. Conrad has over 11 years of experience working with well known brands (like H&M and T-Mobile) and is now one of the leading graphic design and creative industry experts. You can always get in touch with Conrad and his Team on http://www.kreativefactory.co.uk.