I’ve been involved in several branding exercises throughout my career. It’s a creative process I really enjoy because (usually!) anything’s possible and you have a chance to go crazy and throw around all those wonderful ideas that have been lurking in your mind.
Talking recently to the incredibly talented graphic designer Bhavini Lakhani, she shared her frustration at how so many companies believe a brand is just the logo. After putting the world to rights, she’d sparked an idea in my mind about how creating a brand is akin to baking a cake – they both require several ingredients all mixed together to create something delicious and scrummy to place in your shop window.
Your brand ingredients
To make 1x brand, you will need:
- Company values
- A name
- A logo
- Colour pallet
- Tone of voice
- Editorial style guide
- Brand book
Have you got them all covered?
How to ensure your brand rises above the competition
Baking is a very exact science – fail to put in an ingredient and you’ll end up with a half-baked mess that doesn’t rise and becomes completely inedible. Your brand is the same. With all the ingredients in place, you transform each individual element into something magnificent. When combined you create a brand that encompasses everything your company does and communicates the value you deliver. I have a couple of clients that have recently secured significant investment to help them scale. Both have said that about half the return their investors expect to see should come from brand value.
Did you know…brand consistency across all platforms can increase revenue by 23%.
When you consistently show up with the same look and feel, so that every time people encounter your brand they receive the same experience, you start to earn a reputation. It’s this reputation that has value. By spending time figuring out each of your brand ingredients, you ensure that each element is strong and then create the ‘rules’ or ‘guidelines’ for how they are to be implemented so you maintain that consistency across channels.
The proof is in the pudding
Consider the world’s most valuable brands: Amazon, Google, Apple
Love them or hate them, you instantly know what they stand for. And it’s because they’ve put time and effort into baking their brand into the core of their operations.
I’ve done it within my own business.
Starting out in 2015 my focus was on getting clients and not becoming a statistic of being another failed start up. It wasn’t until I made the transition to limited company in 2019 that I committed to formalising my brand – and it’s genuinely changed my business. Because I’ve taken the time to build a brand, it:
- Makes it much simpler to articulate what I do.
- Quickly demonstrates the value I add to my audience.
- Gives a professional polish to my business.
- Makes lead generation a lot easier!
Learn more about baking a brand
The next instalment of ‘More than words via email’ is shining a light on the wonderful world of branding. Sign up to receive it, and you’ll receive 5x useful assets to help you bake a strong brand into your business and present it consistently out into the world:
- The Little Book of Baking a Brand
- Questions to ask your business to help create a brand that means something.
- Messaging framework template.
- Interview with a branding specialist (on the imagery side).
- Interview with a branding specialist (on the word side).
Simply sign up by entering your details below:
 Source: https://www.smallbizgenius.net/by-the-numbers/branding-statistics/#gref
 Source: https://www.statista.com/statistics/264875/brand-value-of-the-25-most-valuable-brands/