Brands are the most powerful business tools on the planet. They help customers to understand the positioning of products in their market contexts, and encourage customers to come back for repeat business. A well-designed and carefully promoted brand becomes an asset in its own right, as it inspires confidence when you launch new products, and takes on a value all of its own when you come to sell your business.
If you already have a brand, assess its value by comparing it with your competitors: What does it stand for? What associations does it conjure with your customers? Has it kept up with the times? If you're not impressed, review it and consider a re-design or re-brand.
If you don't have a brand, get one. At the beginning, brands help people to identify with your business proposition. Your brand is a vital aid to correctly 'positioning' your company and its products.
Commission a new brand or a re-design from a designer or company who can demonstrate a track record of solid experience. It's a very important mission, and you can't afford to chop and change. Get it right first time, even if it means spending more time and looking at more options.
Prepare a written brief for your designer. This needs to include anything you feel is relevant, including how your company or product started, who your customers are, location, etc. A good designer will also tease other influences out of you, but he must have a clear understanding of the objectives of your brand from the start.
Think about how and where your brand will be displayed. Ensure the shape and colours will work in the media you choose - on screen, in print, on buildings and vehicles - and if it's a tangible product, will it look right on the products themselves?
Be prepared for surprises - you didn't employ a designer to produce something you could have done yourself. Good designers are working in the mindset of the near future, they like to experiment and push the boundaries, which is good, but if you find their proposals shocking or edgy, don't be afraid to ask them for the rationale behind the work.
Once you have created or refreshed your brand, wear it with pride. It's an opportunity for publicity, so announce it with a flourish - it signals a rush of new blood through your business veins.
Make sure it is used correctly and consistently - don't ever allow someone else to make their own version of your brand or logo. Ideally, ask the original designer to produce a brand manual or guidelines document, and make sure suppliers receive it and use it.
Keep on promoting your new brand - make sure it is seen prominently on all your products and marketing, and make sure your marketing is of a commensurate visual quality with the brand it's built on.
Review your brand from time to time - maybe every two years - to make sure it is still delivering your objectives and keeping you distinct from the competition.
About the author John Storey and his IMC Brandmark team have designed and developed many product and company brands over nearly two decades. John believes the internet puts even greater demands on brands, but makes them more pervasive and powerful than ever. Call 01453 832 757 or 07736 241 685, email js@imcbrandmark.com or visit
