Advertising is a science!! With this statement done, you might conclude either the writer might have lost her mind or she simply does not take the field seriously. But that’s what audiences (and in this case the readers) have a tendency to instantly jump to final decisions. But if you would take a few moments and try to reason out this fact you might quite understand as to why I would say that.
Just like any chemical composition, advertising is also a combination of different elements and compounds. Also, if we really dig to deep roots we keep hearing many scientists saying that science in fact is an art. According to all the theorists and applied scientists when an invention is made, it is a work of art and imagination. Similarly isn’t any ad the foundation of same process? A process is another world. And in that world, exists different facets and where I metaphor them as an entire family. When you consider a single piece as ad, you might not understand this metaphor. But consider an ad as a whole series of campaign with use of different media and different communication. Of this entire family, Branding is just a part; but this part has its major hold onto everything. Branding isn’t just a story to tell by ways of logo, color, designing and use of different fonts. It is a system, a discipline, a personality with an abstract but calculative behavior. As and when this behavior becomes prevalent, the journey of this family member starts promoting and bringing sensible results to the family. No-one has actually constructed a phenomenon how a brand brings these results. But when you look carefully you will realize its potential. You probably might be wondering how often any brand has developed in the said sequence. Considering the heritage brands, they have had their behavior and have evolved in their journey; with their family extending and innovating.
The backgrounds are phenomenal with a careful study and scrutinized planning of branding. Not only does branding help the advertising process, it has described a socio-economic back drop in many ways. The in-film branding, the referential series metaphors, the spoofs of the brands all are in fact other faces of the same person. We might just wish to say as and when the person is prompted from a general society to the celebrity world, how it evolves and how it develops with help of media is a tricky business. Mostly it is said not all can handle stardom but when a brand is being born it is actually made for stardom. So the advertising, public relation, fame-game everything is a part of its life. How the creators and makers maintain it and effect with respect makes branding the big brother for advertising. How the big brother makes his own identity and helps the family to root in the fame society makes every brand a personality with eminence and endeavor.
The logo is arguably one of the most important aspects of your overall branding strategy. Your company’s logo must communicate the personality of your brand and instantly convey the company’s values and emotions instantly and at a glance. Your customers should never have to work to figure out your logo. Instead, it should tell a story about your brand in a way that is clear, quick, and concise. However good graphic and logo design is not an exact science, but rather equal parts science, art, and psychology. Here are five branding and logo mistakes to avoid.
Mistake 1: Low Resolution Graphics
With mobile access to online web sites and platforms taking the lead in terms of the primary way in which people access the Internet. And, since the mobile generation is here to stay, it is now critical that your logos can scale to fit any viewing device. Images need to retain maintain quality with no pixelation issues. Bitmaps have fallen out of standard practice, and most designers have now understandably turned to vector graphics which do not lose quality as they scale.
Mistake 2: Following Trends and Fads Blindly
In advertising, marketing, and design there is always some new hot trend hitting the market. For example, lately there has been an increasing trend towards a flat, minimalistic site design. While more and more sites are turning to this form of design, it is natural to ask yourself if this trend will last. Rather than following trends, you should approach your logo like a long term investment, one that will have to last you for years, not just this season.
Mistake 3: Poor Use of Typefaces
Choosing a font is one of the hardest decisions to remove from your own emotional bias. The wrong font can look silly at best, and fatal at worst. For instance, a lawyer would not use Comic Sans in their logo because it would appear too fun and light-hearted, and would not appeal to clients who are looking for someone who will take them seriously and can be trusted.
Mistake 4: Copying Other Brands
Imitation is the sincerest form of flattery, but in logo design it is the surest path to a stunted logo that will likely not receive much awareness and recognition. For one thing, it communicates that your business is unoriginal, and that you have little capability for creativity. It also conveys laziness on behalf of the business, and suggests that the company is riding on the back of another company’s success. Not a good impression to give your customers.
Mistake 5: Over Complicating Your Logo
In graphic design, it can be tempting to create logos that really show off your skills in design and graphic manipulation. However, if you get too complex in your design, it can often fall flat. Your logo needs to be able to be utilized in all scenarios and across a variety of platforms like web and print. You also need to consider that when your logo gets scaled down for mobile media or small graphic advertisements an over complicated logo will not look as good.
Branding is an idea or image a product, service or company creates with a combination of factors like name, logo, slogan or design. However, in reality it is much more than that. It is the amalgamation of a number of elements a company, product or service projects to build a positive relationship with its consumers. A brand is who you essentially are and how you want to be perceived by the people. It gives the customer a glimpse of what to expect from you. In short, branding is the promise given by the business to the customer.
Types of branding
There are essentially two types of branding – product branding and corporate branding. Both these types of branding have their own advantages and disadvantages. They are both important for companies. Depending upon what and how you decide to carry on your branding will determine whether you should go for corporate branding or product branding. While corporate branding emphasizes on building a name for your company as a whole, product branding narrows down its attempts in focusing solely on your product without involving your company’s name. Both types of branding requires all the effort of marketing you can put to make your product or company a household name.
Product branding uses the qualities of products to market themselves. They leverage the quality of the product to create a name for themselves. It is usually used by companies that branch out. The advantage of product branding is that the value of the brand is not affected by company’s image. People do not associate the product with any company. The marketing strategy adopted is aimed at selling the product using the product itself. The product itself is used to evoke emotion in its customers.
Corporate branding, on the other hand, applies to using the name of the company for leveraging brand equity. People usually buy the product because of the trust they have in the company. The disadvantage is that fall in the brand name for any reason will lead to all products under its corporate branding take the beating. However, people usually accept the new products launched easily as it comes under the name of the company branding.
While product branding focuses on the product or service and its customers, corporate branding emphasises on the company as a whole, its philosophies and ethics. Corporate branding puts everyone related to the organization in the spotlight. Hence, people relate every employee to the idea created by the brand. This also means at every step, it becomes the responsibility of the company to live up to the image created by their brand.
Product branding is handled only by marketing department of a company. However, corporate branding needs support from the whole organization. Every single employee is associated with the brand and is responsible for the success of the brand. The work culture, vision and quality of the products combine to play a role in building corporate brand while only the product and its customers are involved in product branding.
Change in perspectives
Product branding can undergo re-branding without losing out on any stakes. Corporate branding, on the other hand, carries the weight of past as well as future as they are essentially the face of an organization.
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With the most recent trend everywhere, the business strategy has transformed itself through enriching patrons with an experience that emotionally engages. The strategy of brand building has moved a step further from just selling, to selling an experience in creating a positive engagement with the brand. This emotional bonding with a particular brand experience is known as ‘Brand Engagement’.
Brand Engagement is a term loosely used to describe the process of forming an attachment emotionally and rationally between a person and a brand. It is an important aspect of brand organization and plays a vital role in brand development. A powerful brand engagement is achieved through long term consistent service, innovations, consistency and establishing a relationship with your customers. For startup companies it is nothing but a learning process and it takes total commitment, hard work and empathy. For an instance, in most of the cases customers first find out about your business before trying out your products or services. This is the reason why effective messaging is essential for answering your customers’ needs.
You must remember one thing, it is your customer that hunts for relevant information and their imagination should be inspired, picturing the benefits applied to them from your products or services. So the beginning of this emotional connection is called as brand engagement. Once you and your special expertise realize that they are the ultimate holder of the brand, you must always be conscious of delivering information, service, and self reliance that inspires your staffs to apply their finest judgment throughout the customer interaction cycle.
It is therefore important to focus on the key values. Thus, your foundation for a communication strategy should be focused on improving the customer perception of your brand. That means simplicity is the best. A brand should stand for one general theme in the mind of your customer. Getting your brand value and positioning accurately tuned will inform the relationship and eventually the overall brand engagement. It also includes your brand image, identity, personality as well as the brand name and brand loyalty most importantly.
In order use brand engagement for branding your business development, it is essential to find out the right agency for such purpose. Therefore get the best brand engagement agency, which would be specialized in creating brand identities that will clearly communicate the desired messages to the specified targeted customers. A good agency will always carry out an extensive brand research for its client. Infact it ensures that any branding directly represents the correct character and the essence of the company. Lastly, brand engagement is a simple, cost effective strategy that will help take your organization to new levels of success.
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