About
ki.co marketing
Brandishing Power
What the heck is a brand and how does it empower you?
To brandish the power of your business’s potential this morning, we want you to begin today with a meditation on the most successful brands on the market.
Perhaps you envision the ever-present golden arches of McDonald’s restaurants or the bright red rings of an archery bull’s-eye on Target’s exterior or spray-painted on the corporation’s for-hire English Bull Terrier. Regardless of what appears in this thought exercise — envisioning a brand often begins with the company’s logo which is the foremost facing aspect of a brand.
But what really is a brand?
Simply put — it is an umbrella term encompassing the outwards facing elements of a business including the logo, color scheme, social media content, advertising (whether print, online or on television) and physical branding collateral like business cards, signage and products.
From the elements of a brand springs the brand identity or public personality of one’s business applied to the business both internally and externally. With the defined brand and its’ public facing nature, the first and foremost goal of branding is the public’s recall and grasp of one’s brand.
A Brand’s Base
To wave one’s brand flag triumphantly above the competition requires confidence in your brand. You already believe in your company and its mission — believing in your brand begins with channeling your passion into the brand itself. This is where the brand identity comes in — the outward-facing logo, color scheme, and social media presence incorporates and conveys personal passion by emphasizing the best of company concepts.
Though sentimental, the internal value of a brand sets the tone for company culture. From a culture based on belief and confidence in one’s brand flows forth a public-facing passion. With a good brand, this passion is effortless, breeding a type of magnetic energy that customers and employees inherently sense.
A Brand’s Bounce
Giving your brand a unique bounce begins with the aspects of a brand most likely to be recalled by the public which include the logo, color scheme, and online presence. Eventually — these set the tone for the overall brand aesthetic.
These unique qualities are what sets one apart from the competition giving a brand the same “bounce” contained within your business. Regardless of what aspects one chooses to highlight — branding aspects such as a logo must imply your business’s unique qualities and overall purpose to quickly resonate with the public or target demographics.
A Brand’s Bait
A brand’s bounce serves as the bait for clients, customers, and partners. As the cornerstone of all marketing, advertising, and branding, public recall is based on the unique qualities of a logo and overarching business brand identity. Though branding has always been important in a competitive market, it is more important than ever in the digital world.
The saturation of choice offered by a quick Google search has compounded the power of the brand. Even a simple meal out often begins with a Google consultation before firing up the sedan. Once the brand’s logo, online presence, or aesthetic pulls in the critical first click online, the following steps fall into place without much-sustained effort.
Brandishing the Power
Today, we have outlined the value of a brand internally, the worth of the unique brand qualities such as a logo or color scheme and the importance of superb branding in the digital market.
Branding is what we do — we believe it is a vital consideration in any type of entrepreneurship. Once branding centers in your focus, the rest comes easy.
Here’s to our brands and shoving our personalities into a logo.
written by
annaclaire Crumpton
Project Manager
Searching through subtleties to find those things which fuel my existentialist existence including (but not limited to) classy design, braised meats, craft beer, and the Rocky Mountains.
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