What is a brand?
One of the most popular misconceptions within the marketing world is the understanding of what constitutes a ‘Brand’, as such, we thought we should explain in longhand: So, What is a Brand?
And why is it important, and why should you care!
What is a brand – Let’s think about this…
It’s not just a logo.
Your brand is everything people think, hear and say about your business.
It’s ALL of your business.
Every interaction and behaviour (good and bad), creates a personality that people will (hopefully) like, remember, use and talk about.
With that in mind, the visual representation of your business is very important.
To build a strong brand you need to be easily recognised so your look must be consistent.
To make this easy, it’s a good idea to have a brand folder with all your basics in, along with a brand sheet.
This should include your brand fonts, colour palette and some basic rules, so you can share the details when other people are helping with your marketing.
What is a brand – Your brand font…
Many brands have two – a headline font and a body font.
You may also need an alternative font for online use.
Avoid using more than two different fonts.
Most fonts have a range of weights that should cover every mood.
In your brand sheet, include any special instructions, for example, “use ‘X’ font for headlines only and always use all caps.”
What is a brand – Your brand palette…
Your brand colours should include the colours used in your logo.
If this is only one or two, you might add a complementary colour.
These form your primary palette and should be used wherever possible.
If you’re producing a larger publication, you might also add a secondary palette later.
Each colour should have two different descriptions.
Your print spec uses CMYK. These are ink colours (cyan, magenta, yellow and black, like in your home printer).
Your online spec uses light – red, green and blue, like your TV screen.
For example, the description of the colour white for a screen is R255 G255 B255.
Additionally, you might also want a Pantone reference but you only need this if you are printing single colour promotional items or signage.
For more comprehensive guidelines, you should include your brand values, visual style (photography/illustration) and tone of voice but this is a bigger topic for another blog.
By Jan Lewis