As consumers, we all know that brands are extremely important.
Some of us, for instance, are quite happy to pay double for a pair of running shoes, simply because they have a nice little tick on them. It's the same wherever you go and it's not just important to consumer markets, it's relevant to b2b and the voluntary sector too.
In these economically challenged times, why is this still the case? Well there are lots of answers to that question, but I would suggest that one answer is simply because brand helps us quickly make a decision and reduces the risk of getting it wrong. Branding is really all about reputation.
As consumers are willing to pay more for a good brand, it's no surprise that big businesses spend a lot of time and effort trying to get the brand right and ensuring that all communications reflect a consistent image.
A key part of getting the brand right is the thought process. In time-challenged businesses, we often have to make do with something which isn't quite right and that will impact the overall results of campaigns and success of products.
Brand consultants do a great job helping businesses clarify their thought processes. However, many marketers cannot afford to pay for the services of a brand consultant. Wouldn't it be nice if there was a tool to help you walk through the steps to creating a new brand identity for your business. If only there was...
Well, I came across this tool the other day which is still in Beta, but is definitely worth a play. It's called buildabrand.com.
As the name suggests, the tool guides you through the thinking process, asking you key, multiple choice questions such as:
1. How do you want to speak to your audience?
2. If your brand was a person, who would it be?
At the end of the process, you get a branded logo and a set of guidelines that you can use straight away.
Whilst I am not suggesting that buildabrand.com will replace brand agencies, at the minimum it will certainly help you clarify your thoughts before briefing a designer.
Have a try: buildabrand.com
by Lawrence Mitchell (RBI-UK)