Your brand

Your brand is more than just a logo and a selection of colours, it represents the personality of your organisation and determines what people think of when they think of what you do.
At the highest level, brands have been known to trigger the same responses in customers as religious iconography and at the other end of the scale, a company that does not brand itself properly will barely be recognised by their target market regardless of the weight of their media campaign.
Here are some very basic tips on the highly complex subject of making your branding more effective.


Your Logo

The first thing any organisation needs is a logo. This will appear on all your promotional material and must distinguish you from your competitors. Given the range of materials on which it will be appearing, your logo must work in all of the following ways:

  • It must look just as good when shrunk to the size of a postage stamp as it does when blown up to the size of the side of a van or a billboard. This will also affect the type of file with which you are provided for the logo – make sure it is a vector image, which is scalable and not something like a photoshop file which is usually not.
  • It must look as good in black and white as it does in colour.
  • It must look professional. The difference between a professionally produced logo and one that is not is very striking and you can discredit yourself with something that lacks quality.
  • It must contain ideas which are relevant to what you do.
  • As a general rule of thumb, it shouldn’t be too complex as this can impact on the scalability and legibility. Even if you are a fan of complex, maximalist imagery, keep the logo bold and simple as you also don’t want it to get drowned out when it appears with other elements of your advertising or website etc.
  • It helps for a logo to have a degree of propositional density. This is basically the number of ideas invoked relative to the simplicty of the logo and can be achieved either through a combination of clever design, clever promotion or both.

Be Consistent and Confident

Every time you present your organisation for public attention you are basically building up a signal in people’s minds which they will associate with what you do, whether they act on this signal or not. The more you show them the same type of imagery, the stronger this signal will get. Unless, or course you keep changing your message or your imagery in which case this signal will not build up properly.

To promote to 10,000 people 3 times in 3 different styles will simply give the psychological impression of 3 small organisations, rather than one big one. Consistency also displays confidence that you have got your message right first time.

Be aware of who you are

We spend every day with people trying to sell various products, services or causes to us and frankly it amounts to harassment. The determining factor in making people part with their cash with so much choice is often the credibility of the seller rather than the product or service itself.

To come across to potential customers as being solely concerned with making money can invoke distrust. People want to know more about the personality promoting the product (which, for better or worse, is the brand of the organisation).

When you can, make sure that people know who your organisation is and what you’re all about. Whether you are there to provide value, quality or to be part of a certain lifestyle, this message must be clear to your customers from the outset and your branding must reflect that – not only through your logo, colour scheme or font selection, but also from the type of imagery you use, the tone of your copywriting or the exact nature of your reputation in general.

We’d be happy to help you with your branding, no matter what stage you’re at. Whether you just want a basic branding package to distinguish you from the crowd, or by fine tuning your message through your advertising, if you have any questions at all, get in touch.

For more tips on promoting yourself more effectively, check out our Media Masterclass articles.