A brand unites an audience through its values.
A set of values that both you and your audience hold and see to be true.
Brands need to wear those values like a badge of honour to attract the audience they wish to reach. Products, services, logo, colours, typography, copy… every touchpoint is an opportunity to share those values with your audience.
Those values won’t be shared by everyone, but they’ll certainly be shared by someone. And it’s when you find that someone that the magic happens. Because pretty soon they find and tell someone else, turning your audience of one into one of many.
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?