What comes to mind when you think of Rolex? For me, I immediately thought of “luxury”. Which is odd, isn’t it? It’s just a watch. Something used to tell time. No more luxury than a clock on the wall or the one on my phone. But the same thing happens when I think of Patek Philippe or Jaeger-Le Coutre.
It's because we intuitively realize that brands take on meanings larger than the products they sell. Quality, craftsmanship, exclusivity, luxury… brands grow to represent values that both the company and audience hold to be true.
Odds are we won't be as big or as old as most brands, but that shouldn't mean we stop trying to create smaller or more local versions that captivate people in a similar way.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?