How to Make Branding
A complete guide to bringing the essence of your brand to life.
Beyond the Logo
Branding is not just a logo, product, or service; it’s the feeling your company evokes in a customer. When branding, we create millions of perceptions of our company, each customer having a unique one. Branding is not just visual; it’s about reputation.
The Importance of Branding
Look at the image at the top: you’ll notice many advertising signs for various restaurants, but none likely catch your attention. These ads blend together, creating a density that repels attention. This isn’t beneficial for business. The goal of advertising is to attract customers or at least promote awareness, but here, this objective isn’t met. That’s why branding is crucial.
Today, competition across markets is immense! No matter the product or service you offer, regardless of the niche, you’ll always battle for attention from potential customers! Many companies grasp this and harness the power of branding so effectively that their product no longer needs a logo to be recognized. Here are some examples:
The Example of McDonald's :
Accessibility
Speed
Pleasure
Sharing
Familiarity
Conviviality
Ease
The Example of Apple :
Innovation
Reliability
Sophistication
Elegance
Distinction
Superiority
Mobility
Initially, Apple conveyed a message of innovation and sophistication. Even though its products are now ubiquitous, the air of superiority attributed to it by consumers allows it to maintain this image.
Steps to Create Effective Branding
Types of Logo
Logo Abstrait
Logo Mascotte
Logo Emblème
Logo Monogramme
Logo Pictogramme
Logo Combinaison
To choose the right type of logo, it’s crucial to consider your industry, target audience, and brand identity. Abstract logos are ideal for a modern aesthetic, while mascot logos add a playful touch. Emblem logos are suitable for public institutions, while monograms offer an elegant flair. Pictogram logos are perfect for strong visual communication, and combined logos allow you to merge multiple branding elements.
Color Palette
Typography
Creatives
1
Creatives
2
Creatives
3
Observe the word “creatives” written in different typefaces. You’ll notice that one typeface stands out, number 1. Its handwritten style gives it an artistic aspect that perfectly reflects the spirit of creativity. Let’s try with another typeface now:
Cake
1
Cake
2
Cake
3
Voici le mot “Cake”, écrit avec différentes typographies. Vous remarquerez qu’une typographie se démarque particulièrement, la numéro 2. Ses traits arrondis non parfaits donnent une sensation de convivialité et de douceur, ce qui correspond bien l’esprit du mot “Cake”.
Conclusion
1. Essential Pillar of Success
In conclusion, branding is a crucial element in every successful business. While some entrepreneurs have managed to build companies without focusing on branding, it is undeniable that the most successful brands in the S&P 500, such as Microsoft, Apple, Nvidia, Amazon, derive much of their success from their strong branding. Thus, although branding is not directly linked to revenue, it plays an essential role in building a sustainable and prosperous business in the long run.
2. Beyond the Obvious
What is important to emphasize is that branding goes far beyond what we have already discussed. Indeed, it also encompasses a sound artistic direction for our brand, and photography can also play a crucial role. Moreover, in the case of physical stores, a sensory artistic direction can be implemented, involving specific textures and smells in interior architecture. The key element remains the customer’s experience: if we manage to evoke the emotions we desire in them, then our objective is achieved. Otherwise, adjustments are necessary.
3. Consult a Professional
While all this knowledge is now at your disposal, putting it into practice remains a significant challenge, especially when it comes to eliciting reactions from customers. That is why it is recommended to seek the assistance of a professional in the field who can guide you through the conceptualization process. Click on the button at the bottom of the page to benefit from an hour of free consultation and a personalized quote.
