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March 2017

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The Importance of Business Branding

White office, whiteboard

Branding is more than just a logo – when people hear your name they conjure up a set of impressions that influence how they think and buy.

What are people saying about you?

SO what is BRANDING?

Branding is everything! 

It’s the process involved in creating a unique name and image for a product or service in the consumers’ mind that signifies and differentiates itself from others.

Branding is a perception.

And in the words of Darryl Kerrigan – it’s the vibe.


Many businesses assume that putting together a logo and a tagline is enough to encourage customers to come running but it is SO much more! When done right your brand is your promise to your customers.

Defining your brand story is the first step towards creating the impression that you wish your customer to perceive.  It’s your why that becomes the starting (and ending) point and it is from here that taglines, logos and colours are created.

Graphic designers will use your story to create a mood that will resonate with potential clients. Knowing what colours stirs which emotions helps in the process but choosing 3-5 colours will avoid confusing customers.  Research now also shows that fonts can create certain moods.

Foe example, using pale pink colours with a curly script for a defined target market of 40-50 year old males is not a good branding decision even if, as the brand owner that is your favourite. Or using dark browns and blues with block font for 14-16 year old girls.

Additionally creating a logo that quickly identifies your brand is not always easy. It should be able to be replicated in all print formats including screen and embroidery. A logo doesn’t have to define your business name – that is what a tagline is for.

Your logo, font and colours make up your design pallet and by sticking to this pallet across the various social media and online platforms you display consistency with your messaging. If you choose to use traditional forms of print advertising/marketing these same details come into play.


The aim is to protect and project your brand through every representation of your business in the marketplace. Eg emails, voice messages, website. This also applies to members of your team.


Branding is also how you dress when meeting (potential) customers/clients. If you are a professional brand or relaxed and casual will determine the choices you make in presenting you and your brand. If you make and sell surfboards meeting a client in thongs is acceptable, not so if you are presenting to a Board of Directors.

It’s how and what you say in public and online. Are you well-spoken or is slang a part of you and your brand?

Branding can be about the value you add in every exchange. Some brands include notes or samples when posting orders to customers. It can be as simple as “Is there anything else I can help you with today?”

A well-managed brand will create a strong emotional connection within the marketplace, and a strong emotional connection attracts and fosters loyal customer behaviour.

Make sure that at every moment your brand conveys the message you want to be sending.

Marketing is what you do
Branding is what you are


Contact us for a free 15 minute consultation to discuss ways of conveying your brand message to your customers. Book now