Website Marketing Club

Branding or Bust: Why You Must Brand Your Business Today

Nov 19, 2009 Advertising

Brands are important. That previous statement is utterly simplistic but contains undeniable truth. The public’s generational feelings about a corporation are largely influenced by the company’s brand. If said brand is managed properly and construes the appropriate feelings the corporations wish to unleash into the world, chances are the company will succeed, at least see significant increases in recognition.

Keeping a firm grasp on how your brand is handled remains vital to successfully operating a business, even in this economy. By failing to sufficiently consider the consequences of your brand, you’ll fail to sufficiently consider the future of your business.

The public will develop those feelings because brands are based primarily on perception. In fact, they create a perception of the public’s perception of a company. Unattractive brands, by the transitive property, make companies unattractive, even if the company’s products are wonderful. But if a consumer is unwilling to enter a store because the company’s brand is so poor, what good are the products contained within said store?

First, their name, which is a critical component of a brand, is enticing, memorable, and effective at drawing potential consumers. If a name is bland and uninspired, people will likely attach those same adjectives to the company as a whole, even though the company may be the exact antithesis of the implications induced by its title.

Numerous articles and reports, studies and evaluations, have come to a variety of conclusions on the efficiency of names. Commonalities between those studies are the length of titles, specifically how many words constitute said title, and how many letters constitute each word. A general rule is to keep the name around three words. Any more and it becomes more difficult to keep it all in mind; any less and it immediately retreats from the brain. Any value between five and seven is good for letters within each word. Again, any more and less and the word becomes more difficult to recall.

A logo must have similar traits to a company’s name, though of course, the visual aspect is much more significant. A title’s font and lettering can lend certain feelings (e.g. an italicized, bold font will make create a sense of daring and speed, appropriate for a modern business hoping to entice younger audiences), but a logo encapsulates even more emotion within its walls. Though simple, logos are undeniably complex if properly analyzed before creation. Take time to consult way more people than you’d ever think sufficient, to gather all the research you can, to certify a logo fits your business well. Various internet articles dissect the intricacies of visual artistry, which can prove invaluable resources.

Make sure you take time to investigate the implications of certain color combinations and the emotional feelings they induce when used. Purple and gold is a common duo for royalty, for high-priced, luxurious products, for instance. Red is passion, blue is calm, etc. Colors have been scientifically proven to influence emotions, so be aware of the emotions your consumers may experience when looking at your logo.

The necessity for creating and maintaining a respectable brand still goes largely unnoticed by many businesses, much to their detriment. A brand that implies the wrong messages about your business will absolutely result in unwanted consequences, so research and invest a great amount of effort in composing a brand that perfectly represents the many dimensions of your business.

Jim Zargot loves to write just about anything. In the past, he’s written about anything from marketing terms to very specific subjects like ziplock bags and clear poly bags. For more of Jim’s writings, be sure and visit this site again soon.

Tags: Advertising, Business, business to business, economy, Home Business, marketing, money, small business