Branding is more than just your logo and strapline

Our monthly contribution from Andrew Leon Walker of Rame Marketing


Branding is what people think about your business. To put it another way, it’s what they say about your business when you’re not in the room. But too many businesses believe it’s all to do with the design of their website, their logo or their brochures.

So “rebranding” becomes just a means to tweak your designs and perhaps colour scheme.

But what does your company stand for? What is its purpose?

There are 3 key steps to consider when managing your brand:

  • Brand definition
  • Brand design
  • Brand delivery

By jumping straight into step 2, businesses miss out on the opportunity to define their objectives, their audience and their messaging. This in turn makes it difficult to meet the deliverables in stage 3. Many marketing departments end up churning out vanilla flavoured messages to all and sundry, resulting in little or no engagement.

Many buying decisions are made at an emotional level so although people are aware of your products and services, you still need to build up consistent communications, across all key channels, to evoke the right emotions through your brand messaging and design to persuade people to buy and continue to buy.

This is why it’s so important to spend time at the brand definition stage, understanding what your customers really want and concentrating on explaining how your products and services can help.

It’s a busy world out there and you have plenty of competitors ready to eat your breakfast. What makes you different? Why should people buy from you instead of them? Defining what your brand stands for will help refine your values and messaging to help you stand out from the crowd.

One way that may help keep your messaging on track and on brand is to define a short vision statement or statement of purpose. For example:

“To enrich people’s lives with programmes and services that inform, educate and entertain.” (BBC)

“To organize the world’s information and make it universally accessible and useful.” (Google)

“To build the Web’s most convenient, secure, cost-effective payment solution.” (PayPal)

Sure, these are larger organisations – but their issues are the same ones you face.

You don’t have to think like a small business.