Branding

Branding is an important aspect of a business. Not only is it a way to promote a business but it also is an indirect promise to buyers. It is a way to communicate a promise, differentiate businesses from competition, foster brand loyalty, and makes brands memorable.

            With branding, there are three C’s to follow. The first one is clarity which is the clearness of color, logo, and typography. The logo of a brand is an image that represents the brand being presented. A key element is to make sure a logo is easily distinguishable; that is how it’s known a brand will do well. Color has to do with the images, text, and graphic design. Colors appeal to people and brands like Nike, Target, Starbucks, are a few logos that anyone will recognize. 

These companies are successful not only due to their sales but also because of their logo. Typography is fonts and page layouts. The right font will also appeal to people when it is either fancy or simple.

           

Constancy is the second C of branding which has to do with loyalty, dependability and steadfast. Every brand’s page online has an “about us” describing the clarity of who the brand is and what they are about. Reaction to change on the other hand such as agility and adaptability happens with brands over the years. Brands adjust their logo, slogan or image to keep up with the changing times. Coca Cola is such a brand to change over time.

            The third C in branding is consistency, otherwise known as patterns. Brand consistency provides the trust that underpins marketing efforts.  Brand consistency is a company-wide effort.

Encourage employees to get involved with understanding the company values and the story behind them. Consistency also coincides with clarity because of colors and patterns. It is how the brain perceives actions thoughts, memories and behavior in order to inform belief. Keeping the idea of patterns simple or one logic replicated across platforms will make the brand less confusing. The core brand doesn’t change but creative elements such as the slogans, themes and colors will over time.

The improvements of these creative outlooks for brands will make the brand consistency stay relevant in the changing times.

All photos courtesy of the internet.