Logo design & Brand Guidelines
Company Branding
What is branding?
You have a brand, you just don't know it
Branding is not just your logo or your company colours; it is how the public views your products and services. Tone of voice, customer service and quality products are all part of your brand. You could have Melbourne's best flat white, but without a unified visual presence how will everybody know?
Designing your brand is a way of controlling public perception of your business, this is achieved using multiple design elements, such as a logo, typography and colour theory. These visual elements enable you to communicate your personality, without any direct marketing. A good brand will present the best qualities of your business. It is a short cut to positive opinion within your chosen demographic.
Many companies offer the same product or service as others, but why do some succeed where others fail? This could be because they provide a better service than their competition, but oftentimes its not that simple. The common similarity between successful companies is a strong brand. Not only will a strong brand allow you to quickly differentiate yourself from the competition, it also allows you to connect to a specific audience.
A niche audience is a strategy wfeared by many companies. Not many people want to niche down into a smaller demographic as they worry about alienating general consumers. Without a clear target audience, your company brand will inevitably suffer. Trying to please everyone will result in pleasing noone. The end result? Your company being ignored by everyone. This is true for some of the most successful brands around. Take 'The North Face' whose niche is outdoor enthusiasts requiring high quality clothing. Now sported up & down the high street, they owe their success in the mainstream to staying loyal to their target audience and core values.
