Branding is in the hearts and minds of the consumer.

For your brand to be successful it needs to own a singular concept or idea in your consumers mind.

As technology increases and geographical limitations world wide are reduced, more brands are becoming readily accessible. With this amount of exposure brands need to be clear and concise, to cut through the clutter and cement a position in the mind of their consumers.

Branding is not just a logo, it encompasses every piece of communication that a company undertakes, literal or visual, so it is vital that a brand is correctly positioned right from the beginning, otherwise costs to re-brand can be more expensive in the long term.

When creating a brand or re-branding an existing one the following points need to be addressed.

Brand Naming
Brand Category
Brand Position
Brand Consistency

Brand Name

One of the most important decisions a business can make is what should the name be. From when the consumer is exposed to the brand name they will begin forging what the brand stands for, so the name must be memorable, simple and may even have some shock value.

Things to consider when deciding the name:

The name should be unique.
The name should not be generic.
It should be easy to say.
Shorter names are usually more memorable so it would be beneficial if the name is short
or have minimal number of syllables.
The name may suggests the brand position.

Brand Consistency

Brand consistency is of the upmost importance for the longevity of the brand. Making sure that the position and the original concept of the brand is kept in tact, clear and concise in the consumers mind.

If your brand is not consistent you will dilute the brands position, allowing competitors to take your market share.

Brand Category

Some of the world's largest brands have evolved from being the first in their category. Many have carved out their own category owning the position in the consumers mind, to the point that the brand name is referred to as the category name. eg. Coca Cola and the Ipod.

Creating the position that your brand is the leader in the category will ensure the brands success.

Brand Positioning

Positioning is about finding an angle to give the perception as the market leader. It is important in an overcrowded society that you don't go head to head with brands that are already cemented as number one in your category. Position your brand for success and create a unique position.

Brandhaus can help you take the fight to the opposition, find out how. info@brandhaus.com.au

Branding Sydney, Melbourne, Brisbane, Gold Coast. Brandhaus worldwide.

Branding is in the hearts and minds of the consumer.

Brand Name

Brand Consistency

Brand Category

Brand Positioning